NAB poaches McDonalds head of media and digital for CMO role

Banking group brings on experienced digital and marketing professional to replace Sandra de Castro

Andrew Knott
Andrew Knott

NAB has announced McDonalds regional media and digital leader, Andrew Knott, as its new chief marketing officer.

Knott fills the gap left by former CMO, Sandra de Castro, who left the banking institution in July after more than four years as its marketing chief.

Knott has spent the last three years as the VP of media and digital for Asia-Pacific, Middle East and Africa at McDonalds, overseeing a greater focus on the customer through analytics and insights, as well as the shift to more digital marketing solutions.

Prior to that, he was chief digital officer for advertising agency, Euro RSCG (Havas Worldwide), where he oversaw the digital agenda across social, mobile and content. Knott’s resume also include senior marketing and digital roles, such as VP of marketing at, and VP of strategy and operations at Ogilvy across Australia and Asia.

Upon taking up the CMO post later this year, Knott will be responsible for furthering NAB’s customer-centricity efforts, increasing customer advocacy and reflecting this through the NAB brand. He reports to group executive of personal banking, Gavin Slater and will be based in Melbourne.

“It’s exciting to have Andrew join NAB from an iconic global brand, but more importantly, he brings to us a 20-year track record of delivering for customers, and digital and thought leadership,” NAB CEO, Andrew Thorburn, said.

“Andrew is passionate about the customer experience and has a deep understanding of how physical and digital channels come together to engage customers with a brand.”

Scott pointed to the changes in brand and consumer engagement thanks to the fragmentation of channels and digital, noting that brands are now defined by what customers experience, not just by what they say. He stressed NAB’s efforts to be more customer-centric.

“There are few brands that impact people’s lives every single day. Even fewer that have a genuine commitment like NAB does to putting customers first to help them realise their full potential,” he claimed.

“I’m exciting by the opportunity to work with a highly energised and visionary leadership team and one of the best marketing teams in the business to help steward the fantastic NAB brand and ensure it remains continuously relevant for all customers.”

During her rein as CMO, de Castro was put in charge of NAB's customer value proposition, sharing strategy and managing execution. At the time, she told CMO that the team was getting involved in end-to-end development processes for new products and services as well as change management, ensuring all aspects of the business were aligned to the same customer objectives.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in