Bailhache will start at RBS Insurance on 1 February 2012 and leaves HSBC this week. He will report to RBS Insurance chief executive Paul Geddes.
Geddes said: ‘Rob has extensive experience in financial services communications, having previously worked as a financial journalist in both London and Hong Kong; as a strategic communications consultant to many leading financial services businesses with Financial Dynamics; and most recently as head of group media relations at HSBC.
'His experience will be invaluable as RBS Insurance prepares to separate from the RBS Group.’
Bailhache replaces James Murray, who left to join Fleishman-Hillard this week in the newly created role of MD for corporate comms, public affairs and financial services, reporting to MD Richard Kanareck.
The title has grown from head of corporate comms to director of comms because Bailhache will become a member of the executive committee, unlike Murray. A spokesman explained that this move has been made to reflect the fact that RBS Insurance is 'raising the bar across the organisation' as it prepares to split from the Royal Bank of Scotland Group in 2013.
RBS Insurance owns insurance brands Direct Line, Churchill, Privilege and Green Flag.