Banking group Barclays has appointed Inderjit Bassi as the new chief marketing officer for its UK business. Having spent over 20 years at the company, Bassi will take up his new role immediately.

Bassi will now be tasked with overseeing the firm’s UK marketing strategy, brand advertising, digital acquisition and campaign execution across both the Barclays and Barclaycard brands.

Reporting in to Barclays UK’s head of customer and digital Manuel Baldasano, Bassi will look to utilise a substantial budget of £6.5 million to target UK consumers and businesses with focused activity.

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On his appointment, Bassi said: “Barclays UK has a strong brand presence in the market and it is a privilege to lead this team. I’m excited about the opportunities we have to grow our brand and support UK consumers make money work for them – enabled by a continued focus on technology and data to drive more personalised communications.”

Having first joined the group in 2002, Bassi has held a wide variety of roles including marketing director in corporate banking, international banking and retail banking; as well as recently working as managing director, Barclays UK product and propositions marketing.