LONDON: Lloyds Bank spinoff TSB has poached Virgin's Nigel Gilbert for the new role of brand, customer and comms director.
Gilbert, who starts at the bank on December 2, is key projects director for Virgin Management. He previously served as CMO at Virgin Media.
He has worked for Lloyds before as group marketing director of Lloyds Banking Group between 2008 and 2012, contending both with the credit crunch and the bank's sponsorship of the London 2012 Olympic Games.
The group recreated TSB as a working bank brand in order to satisfy the European Commission's requirement that it sell off hundreds of branches in punishment for taking a state-funded bailout in 2008.
The brand formally launched in September with about five million customers transferred from Lloyds TSB, which has since renamed as Lloyds Bank.
TSB is still owned by Lloyds but is set for an IPO next year to complete the required separation.
Gilbert will report to TSB chief executive Paul Pester, who was formerly MD of consumer banking and payments for Lloyds Banking Group.
“Having worked with [Gilbert] before, I'm confident that his breadth of experience across brand, customer experience, communications, and corporate affairs will be instrumental in delivering our TSB brand strategy now and over coming years,” Pester said.
In a statement about his new role, Gilbert included a reference to TSB's ‘Welcome back local banking' launch slogan.
“The launch of TSB earlier in the year represented a significant moment for banking,” he said in the statement. “TSB understands the value of placing local communities at the heart of everything it does, and I am looking forward to welcoming customers, old and new, back to local banking.”
This story originally appeared on the website of PRWeek UK.