Alastair Pegg, Marketing Director – The Co-operative Bank

Having been a marketer his entire career, Alastair’s experience spans many sectors including finance, motoring services and telecommunications.

Alastair has held a variety of senior marketing roles, and before joining The Co-operative Bank, had previously been the Head of Brands & Marketing at Nationwide Building Society, the world’s largest building society where he was the architect of the “On your Side” Brand positioning. Earlier in this career, Alastair had the role of Marketing Director for RAC – focusing on revitalising the brand with a marketing strategy to make the brand a serious challenger in the sector. Alastair has also worked on a number of recognisable brands with successful roles at; NatWest, AA, Goldfish and Vodafone. It was when he joined Virgin Money he developed a passion for all things digital.

Now Marketing Director at The Co-operative Bank, a business pioneering banking that makes a positive difference to the lives of customers and communities, Alastair has spearheaded the brands recovery and refresh, by re-focusing on the customer and embedding that approach across all areas of the Bank. Alastair is a keen advocate of integrated marketing and making the customer famous within an organisation. Testament to the success of that strategy and principle; YouGov announced that The Co-operative Bank was its most improved brand across all categories for 2015.

Married with two children, Alastair enjoys spending time with his family and also playing, and watching sport, particularly his beloved Norwich City and England Rugby team.