New appointment announced: Ekaterina Koblenz takes on the role of Marketing and PR Director for the Bank.
In a recent announcement, OTP Bank's press service revealed that Katherine Koblentz has joined the bank as the head of the Marketing and Public Relations Department, effective from August 4, 2025.
Koblentz, who previously headed the marketing communications at T-Bank for eight years, expressed her enthusiasm about joining OTP Bank and the opportunities ahead for the business and its clients.
Under Koblentz's leadership at T-Bank, her team worked on developing the T brand, influencer marketing, special projects, native advertising, and marketing activities in the sports and culture sectors.
In her new role at OTP Bank, Koblentz's focus will be on increasing the bank's recognition, creating its identity and positioning in key client audiences, strengthening the analytical culture within the company, and reinforcing OTP's position in the segment of universal retail banks in the country.
Regarding her approach to increasing OTP Bank's brand recognition, Koblentz emphasizes raising brand awareness, developing a strong brand identity, and positioning the brand effectively among key customer segments. She aims to consolidate OTP Bank's presence and strengthen its recognition in target markets by crafting a clear and compelling brand image.
However, no specific information was provided about the reasons for Koblentz's departure from T-Bank or her arrival at OTP Bank on August 4, 2025. Similarly, no information was provided about the reasons for the change in leadership at OTP Bank or Yevgeniya Churbanova's departure from the bank after 2.5 years of work. Churbanova previously held the position of head of the Marketing and Public Relations Department at OTP Bank.
One notable project under Koblentz's leadership at T-Bank was the rebranding of Tinkoff to T-Bank. As for her future projects at OTP Bank, no specific details were provided in the report.
The change in leadership at OTP Bank is related to the Marketing and Public Relations Department. The report was made on August 8, 2025, but Yevgeniya Churbanova's departure from OTP Bank was not specified in the report.
Koblentz, in her new role at OTP Bank, will contribute her expertise in finance by focusing on increasing the bank's recognition, creating a strong brand identity, and positioning it effectively among key client segments, with the ultimate goal of consolidating its presence and strengthening its recognition in target markets. In her previous position at T-Bank, Koblentz's work extended to the business sector, where she successfully led marketing efforts in areas such as sports and culture.
