Lloyds TSB merges card and consumer divisions

Lloyds TSB has made more changes to its embattled senior marketing team with head of card programmes Katrina Cliffe taking the new role of consumer banking marketing and communications director.

It comes after the bank decided to merge the card programmes operation into consumer banking, a move attributed to the sale of Goldfish to Morgan Stanley earlier this year.

Cliffe will hold the new post on an interim basis and report to consumer banking managing director Paul Pester. The appointment comes after a number of high-profile marketers at the bank stepped down amid changes.

Last month group marketing director Helen Stevenson announced she was to leave the high street bank and head of marketing Alan Gilmour left in January, after being given a new role late last year (MW November 24). A number of other high-level marketers are also believed to have left during the restructure.

Former Western Union chief executive Alan Silberstein is currently interim director of group marketing until a replacement is found.

Stevenson led a review of the bank’s marketing strategy in 2004, which resulted in the “You first” campaign created by Rainey Kelly Campbell Roalfe/Y&R at the start of last year. Gilmour’s future was brought into question when Stevenson brought in former Barclays group director of marketing operations Andrew Gillespie in a temporary marketing role last year. He remains in the post on a temporary basis.

Cliffe joined Lloyds TSB in September 2003 from Centrica after the integration of the Goldfish brand into its Create Services card division.

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