Bank appoints Ekaterina Koblenz as its new marketing and public relations director
Katherine Koblentz has joined OTP Bank as the new head of the Marketing and Public Relations Department, according to a report from the bank's press service. The change in leadership occurred on 4 August 2025.
Koblentz brings a wealth of marketing experience to her new role, having previously headed marketing communications at T-Bank for eight years. During her tenure at T-Bank, Koblentz and her team worked on various projects, including the development of the T brand, influencer marketing, special projects, native advertising, and marketing activities in the sports and culture sectors. One of her notable projects was the rebranding of Tinkoff to T-Bank.
Koblentz's predecessor, Yevgeniya Churbanova, left OTP Bank after 2.5 years of work. The specific reasons for Churbanova's departure are not disclosed.
In her new role at OTP Bank, Koblentz will focus on increasing the brand awareness, creating its identity, positioning it among key customer audiences, strengthening the analytical culture within the company, and reinforcing the bank's position in the segment of universal retail banks in the country. Koblentz expressed enthusiasm about joining OTP Bank and the opportunities for the business and client interaction with the brand.
While there are no search results providing detailed information on how Koblentz's marketing experience at T-Bank has influenced her new role at OTP Bank, it is common for marketing experience in one banking institution to help develop industry knowledge, customer insight, and strategic skills that can be transferred to a new role, especially in a leadership position.
[1] At the time of writing, no specific information to confirm or detail this influence is available from the provided sources.
Koblentz's extensive marketing experience at T-Bank is expected to play a significant role in her new position at OTP Bank, as she aims to boost the bank's brand awareness, create its identity, and strengthen its position in the retail banking sector. With her previous accomplishments in rebranding Tinkoff to T-Bank, Koblentz may bring valuable finance-related business strategies to OTP Bank.
