HSBC Names John McDonald as Its First Global Chief Marketing Officer

HSBC has tapped John McDonald as its first-ever global chief marketing officer (CMO), starting October 1, 2025. This move is a big step for the bank as it works to unify its marketing and brand strategy across its major businesses.

McDonald, who previously served as group CMO at UBS, will lead marketing, branding, and customer engagement efforts for HSBC’s four key areas: International Wealth and Premier Banking, Corporate and Institutional Banking, Hong Kong, and the UK.

The appointment reflects HSBC’s goal to become the world’s most trusted bank by focusing on customers and driving growth.

Barry O’Byrne, CEO of International Wealth and Premier Banking, said, “John’s depth of experience will be invaluable as we focus on wealth, accelerate growth, and build a distinctive brand that resonates globally.”

McDonald’s role will focus on bringing together marketing efforts to boost HSBC’s market presence and customer relationships.

• HSBC Appoints John McDonald as First Global CMO to Drive Unified Brand Strategy
• Marketing Veteran John McDonald Joins HSBC to Boost Global Wealth Growth
• HSBC Strengthens Brand Push with New Global CMO, Eyes $100B in UK Wealth Assets by 2028

With over 25 years in global marketing, McDonald has held senior roles at Mastercard, American Express, and British Airways, as well as at top agencies like Publicis Groupe and WPP, working across Asia, Europe, and the Americas. At UBS, he helped reshape the bank’s brand after its acquisition of Credit Suisse. In a LinkedIn post, McDonald called the new role “an incredible opportunity” and said he’s excited to help make HSBC simpler and more dynamic.

This comes as HSBC ramps up its brand efforts, including the “HSBC Originals” content series with Bloomberg, Condé Nast, and Vox Media, and a refreshed global airport strategy across 23 locations. The bank also marked its 160th anniversary with digital campaigns and sponsorships like the Kai Tak Stadium and LIV Golf.

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HSBC is pushing hard into wealth management, aiming to grow its UK wealth division’s assets to $100 billion by 2028. McDonald’s role will be key to building a strong, unified brand to support this growth. He will report to O’Byrne and work out of London.