Alongside his First Direct duties, Say has also been responsible for direct marketing across the HSBC business.
He has led innovations in social media and the digital arena, such as a crowd-sourcing initiative via a “first direct lab” that allows customers to suggest changes to digital plans and comment on topics like website design and apps.
The company says he will be replaced but in the interim First Direct head of customer marketing Davnet Reid will cover both roles from 1 September, while retaining her normal responsibilities.
TD Waterhouse launched a dedicated app for iPhone and iPod touch in July to be used by both traders and investors. The company could not confirm Say’s job title at time of posting.