Trafford, currently senior consultant at M:Communications, starts the new role next week. She replaces Shane O’Riordain, the ex-HBOS comms head, who took on the top comms job at the combined Lloyds and HBOS some 18 months ago.
In an email announcing his departure, O'Riordain said: 'I am taking a short break before seeking a new opportunity with another organisation.'
In the new role, Trafford will take responsibility for all of the group’s external media relations, as well as internal communications.
A former group communications director and executive board member at ITV until 1 June 2008, Trafford will be joining Lloyds from Burghley Communications where she was managing partner.
Earlier in her career, Trafford spent seven years at Dow Jones as global head of communications. Prior to that she was head of communications at Cable & Wireless Europe.
Trafford will report to the group’s chief executive, Eric Daniels.
Daniels said Trafford’s appointment would help Lloyds ‘define and implement our key communications programmes over the next several years’.