HSBC hires first global CMO

The Hong Kong Shanghai Bank (HSBC) has hired John McDonald, group chief marketing officer at UBS, as its first global chief marketing officer. 

McDonald, who will join the business on October 1, will be responsible for bringing together the marketing and brand functions across HSBC’s four primary businesses under unified leadership. 

He will oversee HSBC’s marketing, branding and client engagement across International Wealth, Premier Banking, Corporate and Institutional Banking divisions, and report to Barry O’Byrne, chief executive of International Wealth and Premier Banking. 

Prior to UBS, McDonald was senior vice-president of global integrated marketing and communications at Mastercard for almost four years. He has also spent time at American Express and British Airways, and led accounts at Publicis Groupe and WPP across the Americas, Asia and Europe.

O’Byrne said: “HSBC’s ambition is to become the most trusted bank globally, putting our customers at the heart of everything we do. 

“We are excited to welcome John, whose depth and range of experience will be invaluable, not only as we increase our focus on wealth, but as we accelerate growth, increase market share and build an even more distinctive brand that resonates with current and future clients across our businesses and markets globally.”

Becky Moffat, chief marketing officer at HSBC UK and chief customer officer for wealth and personal banking, has spent almost a decade at the bank. Campaign has contacted HSBC to confirm whether McDonald’s appointment will affect Moffat's role. 

Leanne Cutts, chief commercial officer at Saputo, was HSBC's CMO between 2017 and 2021. 

HSBC's campaigns have included “Hanging on”, “Control”, and “Vicious circle," as well as a string of ads featuring comedian and actor Richard Ayoade. The work was created by Wunderman Thompson (now VML).