Laurentian Bank Financial Group appointed Craig Backman executive vice president, Personal Digital Banking, a newly created role that will oversee retail banking product development and distribution across Canada.
He will also oversee the continued business growth and development of the pan-Canadian network of independent financial advisors and brokers, and as such, he became president and CEO of B2B Bank.
“I am very happy to welcome Craig to the executive team as we enter a critical phase of launching digital offers, a key milestone of our transformation plan,” said François Desjardins, Laurentian president and CEO. “This year, we have successfully implemented the foundation of our core banking system and are continuing successive product and account migrations. We are pursuing the development of digital and mobile offers.”
Backman started his career in 1984 with Procter & Gamble, where he built his expertise in marketing and brand management. He joined RBC in 1997 and, for the next 10 years, progressed through several marketing roles, ultimately serving as vice president, Marketing Strategy. In this role, he led RBC’s first incursion into online and digital. After spending four years at a marketing agency, where he redirected the marketing strategy to align with digital, he returned to the banking industry in 2012 as vice president, Digital for the Wealth Business at TD Bank. Prior to joining LBCFG, he was responsible for all digital strategy across the Canadian lines of business at TD.
