National Australia Bank promoted the executive general manager of marketing Sandra de Castro to the newly created role of chief marketing officer. De Castro, joined NAB in August 2009 and has kept a low profile externally, until the last few months. She was one of the key architects behind the high profile "break up" campaign launched in February.Internally she is touted as one of the executives that is turning the internal culture and external positioning of the bank around.Speaking recently on the radical departure of direction for the bank with the "break up" campaign, de Castro said that "the change has been two years in the making. The break up campaign absolutely invited our customer community to comment and be part of the conversation."The new CMO is also a key driver behind the bank's social media strategy which she views as a much richer channel for engagement with the customer."You have to be truthful and you have to be honest and you have to very, very authentic," she says of taking this approach. In her new role, De Castro will lead NAB's strategic marketing plans and will hold responsibility for the direction and management of the marketing and promotion of products and services in personal, business and wholesale banking.Prior to joining NAB, De Castro was a partner at European management consulting group Corporate Value Associates  working with financial services clients for 15 years.