Winfried Daun Appointed Global Head of Brand & Marketing at Julius Baer Amid UBS Restructuring

Julius Baer has appointed Winfried Daun as its Global Head of Brand & Marketing, effective February 23, 2026. This appointment comes as UBS undergoes a significant restructuring of its marketing operations, signaling a shift away from centralized control towards regional autonomy.

UBS Marketing Overhaul and the Departure of Winfried Daun

Daun joins Julius Baer after a 19-year tenure at UBS, where he most recently served as Head Group Brand, Creative and Innovation. His departure from UBS coincides with a broader strategic change initiated by Richart Morton, UBS’s Group Chief Marketing Officer since last summer. Morton is decentralizing marketing decisions, granting greater control to regional divisions like UBS North America, allowing them to independently shape their branding and advertising strategies. Julius Baer announced the appointment on February 23, 2026.

Impact on Publicis and Swiss Marketing Landscape

The restructuring at UBS has already impacted long-term advertising partner Publicis, which has reportedly disbanded its dedicated UBS team, potentially leading to around 15 job losses in Switzerland. TheWealthNet reported on this shift. While UBS has disputed the job loss figures, Publicis has not yet responded to inquiries.

Daun’s Role at Julius Baer

In his newly created role at Julius Baer, Daun will oversee all aspects of branding, central marketing, content marketing, sponsoring and partnerships, client communities, client communications and digital channels. Stefan Bollinger, CEO of Julius Baer, emphasized Daun’s experience as a key asset in strengthening the firm’s brand impact and aligning marketing initiatives with its overall strategy and client needs. Organisator.ch highlighted the significance of this appointment.

Morton’s Rise and Connection to Iqbal Khan

Richart Morton’s career at UBS has progressed significantly under the leadership of Iqbal Khan. Morton played a crucial role in supporting Khan during the Greensill crisis in 2021. As a reward for this support, Morton was appointed Chief Marketing Officer in Khan’s global wealth management division in 2022, and subsequently, Marketing boss of the entire banking group in August of the same year.

Daun’s Background and Education

Winfried Daun brings extensive brand and marketing management expertise to Julius Baer. Prior to his roles at UBS, he served as a consultant at both BBDO Consulting and PricewaterhouseCoopers Consulting. He holds a PhD in Economics from the University of St. Gallen. MarketScreener provided details on his professional background.