U.S. Bank named Gareth Gaston on Wednesday as the executive vice president of its virtual banking division, where he will lead the bank’s mobile, internet and 24-hour banking operations.
“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,” Kent Stone, the vice chairman for consumer banking and sales support at U.S. Bank, said. “Gareth brings fresh perspective, having worked outside of the financial sector. He has been in digital marketing and e-commerce since it began in the mid-90s and has a record of success… capturing significant market share and growing a customer base in the non-traditional retail channels.”
Gaston—a Scotland native—has worked primarily in the travel and hospitality industry, having most recently served as the senior vice president for global e-commerce at the Wyndham Hotel Group.
He graduated from the University of the West of Scotland in 1996 with a bachelor’s degree in marketing. He recently completed a global executive MBA from the TRIUM program—an alliance between New York University’s Stern School of Business, the London School of Economics and Paris’ HEC School of Management.
“I am inspired by the role and by U.S. Bank’s reputation in the industry,” Gaston said. “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.”