Jenkins previously led branding and communications at BNP Paribas Wealth Management. Based in Geneva, he will focus on digital platforms. A member of the Edmond de Rothschild executive committee, he will report to Ariane de Rothschild, chief executive of Edmond de Rothschild. 

“His considerable experience in harnessing the power of the brand to help drive change in international financial groups will be very valuable, as we pursue our ambitious strategy to build a business that better meets the needs of our clients,” said Ariane de Rothschild in a statement.

Last month, Edmond de Rothschild’s asset management business hired Jean-Philippe Desmartin as head of the responsible investment team. The group had €150 billion in assets under management at the end of 2015.