Ann Bair takes on expanded role as Chief Marketing & Customer Experience Officer at Nationwide

Nationwide has expanded Ann Bair's leadership role to Chief Marketing and Customer Experience Officer, bringing together the company's marketing, communications, customer experience and enterprise digital teams under a more connected structure.

The expanded remit is designed to create closer alignment between the functions and enable Nationwide to connect customer insights, data, artificial intelligence and experience design more effectively.

Bringing Marketing and Customer Experience Together

In her expanded role, Ann will oversee a broader set of functions spanning marketing, communications, customer experience and enterprise digital.

The new structure reflects a growing focus among large organisations on connecting customer understanding with the technology, data and experiences used to serve them.

For Nationwide, the approach is intended to help teams work from a shared understanding of customer needs while creating more consistent experiences across the organisation.

Connecting Data, AI and Experience

A central part of the new structure will be connecting customer insights and data with AI and experience design.

Ann highlighted the opportunity to use these capabilities together to better understand customer needs and deliver more meaningful experiences. The approach brings traditionally distinct disciplines closer together, with digital and technology capabilities playing a larger role in how customer experiences are developed and delivered.

The expanded remit places Ann at the centre of that effort as Nationwide looks to build greater alignment across its customer-facing functions.

Building a Shared Vision

Nationwide's Marketing Summit provided an early opportunity for colleagues across the newly connected teams to collaborate and establish a shared direction.

The event brought together employees from marketing, communications, customer experience and enterprise digital to learn from one another and begin shaping a common vision for the future.

Nationwide CEO Kirt Walker also joined the summit, sharing perspectives on the company's strategy, culture and future opportunities.

A Broader Leadership Mandate

Ann's expanded role reflects a broader shift toward integrating marketing, customer experience and digital capabilities within a single leadership framework.

As customer expectations continue to evolve and AI becomes increasingly embedded in business operations, organisations are looking to connect customer insight with the systems and experiences that shape engagement.

At Nationwide, Ann's new remit is intended to create closer collaboration across these functions and support the company in turning customer understanding into more connected experiences.

About Nationwide

Nationwide is a financial services organisation providing banking, insurance and related financial products and services. The company serves consumers and businesses across the United States.