Spanish multinational bank BBVA has appointed one of its veterans, David Puente, to the newly created role of Global Head of Data, a highly touted position at the group aimed at advancing its big data agenda, according to a company statement.

The promotion of Mr. Puente represents his first role in this area of focus, having previously worked at BBVA as a project manager. Banks over the past few years have been diverting resources and personnel into such avenues as big data research and other digitized agendas in a bid to take advantage of shifting demographics and a move away from traditional banking.

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Mr. Puente’s appointment will see him focus on big data and other software initiatives at BBVA, which will build on its existing efforts. Currently, BBVA boasts a functional data and analytics center, though the shakeup in its management structure represents a continued stroke in fostering its strategic use of data across all the areas and businesses of the group.

Mr. Puente has been with BBVA since 2004 – per the appointment, he will be reporting directly to CEO Carlos Torres Vila. His official mandate will be overseeing, developing, and implementing BBVA’s global data strategy, with a focus on the aforementioned channels.

According to Mr. Torres Vila, in a statement on the appointment and agenda of the group: “Maximizing the potential of data is essential to create opportunities for our clients and customers and this new organization will allow us to accelerate our plans.”