The Swiss bank is naming Roman Reichelt as the head of its marketing efforts globally, according to «Werbewoche» (in German), a Swiss outlet devoted to the advertising industry. Reichelt is currently head of Credit Suisse's marketing efforts in Switzerland.

The promotion of Reichelt, a 38-year-old German native, can be viewed as a bid to emphasize the Suisse component of the bank's heritage. The lender's image took a beating at home in the wake of an ugly spy scandal which led to the stormy exit of previous CEO Tidjane Thiam in February, as well as his operating chief, Pierre-Oliviér Bouée.

Splitting Up Roles

Reichelt told the trade publication that his responsibilities include Credit Suisse's brand and advertising activities outside of Switzerland as well as in, its online presence, sponsoring, and events in Europe, the Middle East, Africa as well as in the U.S. He indirectly replaces Adam Gishen, an associate of the ex-CEO who had bundled marketing as well as several other jobs like investor relations under his role.

A managing director, Reichelt had reported to Thomas Gottstein, who ran Credit Suisse's domestic arm until becoming CEO in February. Reichelt will report to Lydie Hudson, who is responsible for the Swiss bank's sustainability, research, and investment solutions, in his new role, as well as to Swiss boss Andre Helfenstein for Switzerland.

Big Swiss Budget

Before joining Credit Suisse last year, Reichelt spent nine years at Migros. As the Swiss retailer's head of marketing and communications until 2018, he oversaw the largest marketing budget in Switzerland. 

Gishen's other jobs have also been otherwise distributed: Credit Suisse poached European Central Bank veteran Christine Graeff to replace the South African native, who left shortly after Thiam, in the top communications job from January. Last week, it handed the investor relations component of Gishen's job to veteran former analyst Kinner Lakhani.