Lloyds makes Pile its head of marketing

Lloyd’s TSB Group is understood to be appointing former TSB marketing services director, Tim Pile, head of marketing services at the merged bank.

Insiders say that his role will be largely operational, although he will make strategic decisions about the brand positioning and the integration of the TSB and Lloyds brands in certain product areas.

Pile was pipped to the senior strategic marketing post of managing director, sales and mark eting last month by ex-Lloyds general manager, Dennis Holt (MW March 1).

The head of marketing services will work alongside a head of sales and head of database marketing.

In his new role, Pile will take charge of advertising and marketing reviews. It is understood that the Lloyds and TSB brands will maintain separate agencies – Lloyds is with Lowe Howard-Spink and TSB has D’Arcy Masius Benton & Bowles – but it is likely that the media buying for both banks will be centralised into a single buying point.

A spokeswoman for Lloyds-TSB says that the announcement on the new head of marketing services will be made on May 20. She would not confirm whether Pile had landed the job.

Pile’s appointment will be the first major appointment of a senior TSB marketing executive since the merger last year.

Former Lloyds director of retail banking Paul Brown took board-level responsibility for advertising and marketing.

Colin Fisher became director for cards, personal loans and overdrafts, current accounts, small business, and motor finance (MW January 26).

Pile was unavailable for comment.

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