He will be replaced by Bruce Kelsall, former managing director of UK marketing, who has been promoted to group marketing director responsible for “embedding the brand positioning across the group”.
Kelsall will be responsible for the strategic direction of the UK business, the Standard Life brand and corporate and direct to consumer communication.
Prior to joining Standard life in January 2010, Kelsall was commercial director of Barclays UK business and has worked with Experian and Santander.
Gulliford’s decision to step back from his day to day responsibilities follows the launch of the company’s new brand positioning and refreshed visual identity earlier this month.
He will take up a new role as consultant to the Standard Life Executive team.
Sandy Begbie, group transformation and people director, will take over responsibility for group communications.