Keith Moor, CMO, Camelot

Keith spent the last 24 years at Santander, and was most recently its Chief Marketing Officer and a member of its UK Executive Committee. He joined Santander in 1995 as Group Marketing Manager and worked his way up through the company, holding numerous positions – including Head of Marketing Communications; Head of Communication Planning, Evaluation and Sponsorship; and Director, Brand and Communications.

In his time at Santander, Keith established and executed a strategy to move to a more purpose-led business – which helped to drive cultural change, improved customer satisfaction and produced a clearer vision for the company. He also led the transformation of the company’s marketing function to be better equipped for the digital age and launched the Santander brand into the UK market with two award-winning campaigns.

Keith is now CMO at Camelot.

(Judge: 2017, 2016, 2018, 2019, 2020)