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 Salesforce.com, 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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in