Standard Chartered Bank has appointed Philip Mehl as global head, retail and digital marketing, and he will be reporting to global head, brand and marketing, Emma Sheller, the bank has confirmed to Marketing. He was previously the CMO for First Abu Dhabi Bank (FAB) retail banking group for near to two years, according to his LinkedIn profile.
Marketing has reached out to Standard Chartered Bank for more details on Mehl's appointment. The move comes after the exit of Sam Ahmed, global head of digital and retail marketing and insights at Standard Chartered, in January. Ahmed, who joined in April 2017, was based in Singapore.
Based in UAE, Mehl was hired by FAB for a one year project, which was subsequently expanded into 21 months. His responsibilities include digital, analytics and CRM across the private banking, business banking, and personal banking segments. FAB, as the merged entity of National Bank Abu Dhabi and First Gulf Bank, tasked Mehl to rebrand every customer touch point across both banks in two months. Mehl said on LinkedIn that he led a year-long customer communications programme for the migration of 3.5 million customers to a new unified retail bank system. He also helped to create a new marketing function and turn around the bank's sales growth decline.
Prior to that, Mehl was HSBC's CMO for retail banking and wealth management in the EMEA region for 10 years. Based in United Kingdom, he was recruited to bring eCommerce and mobile focus to the marketing, deliver the customer centricity transformation and develop the brand. He led an international team of 250 during his stint.
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