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U.S. Bank Names Head of Virtual Banking

Gareth Gaston was appointed to fill this newly created position at the bank.

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.”

[Related Content: How Prepared is Your Bank for Digital Disruption?]

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

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Becca L
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Becca L,
User Rank: Author
3/27/2014 | 9:43:28 PM
re: U.S. Bank Names Head of Virtual Banking
Agreed, as Kelly says Gaston's experience in hospitality will really jump start the bank's approach. Sometimes you need fresh eyes to make a real change, otherwise you're just adding bells and whistles - Gaston has the ability and experience to overhaul the entire experience.
Greg MacSweeney
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Greg MacSweeney,
User Rank: Author
3/27/2014 | 8:33:06 PM
re: U.S. Bank Names Head of Virtual Banking
Interesting that US Bank went outside of financial services to fill this position. Too often, banks look inside the industry for talent. IMO, it tends to lead to watered down 'innovative' ideas, since most of the FS space continues to be extremely risk adverse.
nquibria
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nquibria,
User Rank: Apprentice
3/27/2014 | 7:42:17 PM
re: U.S. Bank Names Head of Virtual Banking
Great move given the market direction. Then again, U.S. bank has always been forward thinking.
Kelly22
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Kelly22,
User Rank: Author
3/27/2014 | 6:34:13 PM
re: U.S. Bank Names Head of Virtual Banking
Absolutely. It helps that Gaston has extensive experience in the travel and hospitality industry, where customer experience is so important. It'll be interesting to see the kinds of changes he makes in this new role.
Becca L
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Becca L,
User Rank: Author
3/27/2014 | 4:10:47 PM
re: U.S. Bank Names Head of Virtual Banking
Very interesting! The people responsible for delivering services know we now expect a certain level of convenience no matter the product - from hotels to food, to transportation and to credit cards. So we're definitely seeing a lot of talent moving between industries. I think it's a great step towards aligning customer experiences.
Byurcan
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Byurcan,
User Rank: Author
3/27/2014 | 2:26:10 PM
re: U.S. Bank Names Head of Virtual Banking
You always hear about banks needing to consider looking outside financial services to fill digital marketing roles. Interesting U.S. Bank went that route.
<<   <   Page 2 / 2
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