U.S. Bank announced Gareth Gaston will serve as its new executive vice president, Virtual Banking. In this new created role, he will lead the bank’s mobile, Internet and 24-hour banking division, reporting directly to Kent Stone, vice chairman for consumer banking and sales support.
U.S. Bank said this move aligns the bank’s non-branch channels as more customers seek alternative channels for their banking needs.
“Aligning and growing our mobile, Internet, ATM and traditional phone banking channels will allow us to better serve customers who are moving their banking to the ‘virtual’ space,” said Stone in a statement. “Gareth brings fresh perspective, having worked outside of the financial sector.
Gaston was previously worked in digital marketing and e-commerce positions within the travel and hospitality industry, at brands including Hilton, and most recently, the Wyndham Hotel Group, where he was senior vice president for global e-commerce.
“I am inspired by the role and by U.S. Bank’s reputation in the industry,” Gaston said via written statement. “Banking is one of the most trusted relationships you have in your life. Banks have an opportunity to play an increasing role in making their customers’ lives fuller and even more rewarding. The area I’m moving into is a big part of how banks can innovate and create a very special experience, beyond transactional interactions, to build meaningful relationships with their clients.”
Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio