National Australia Bank today announced the appointment of Andrew Knott as Chief Marketing Officer.

Mr Knott joins NAB from McDonald’s where for the past three years he has been Vice President, Media & Digital for the Asia Pacific, Middle East and Africa.

During that time he oversaw a greater focus on the customer using analytics and insights, as well as a shift to more digital marketing solutions as customers increasingly use mobile and digital platforms to transact.

Prior to that, Mr Knott was Chief Digital Officer for advertising agency Euro RSCG where he was responsible for driving the digital agenda across social, mobile and content. He has also held senior marketing and digital roles in Australia and Asia with companies including Salesforce.com and Ogilvy.

NAB CEO Andrew Thorburn said: “It is 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.

“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.”

Mr Knott said: “In an increasingly fragmented world where brands are defined by what customers experience not just by what brands say, NAB’s passion for customers is compelling.

“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.

“I’m excited 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.”

Mr Knott will be responsible for helping NAB drive even greater customer-centricity, increasing customer advocacy for NAB and ensuring this is reflected in the NAB brand.He will start with NAB later this year and will be based in Melbourne.

He will report to Gavin Slater, Group Executive Personal Banking.