King will oversee the brand and customer communications teams across brands including Lloyds, Halifax and Bank Of Scotland. The group-wide role stems from the creation of a group setup in 2012 to replace the individual brand units.
King also takes on some of the responsibilities previously handled by Catherine Kehoe, who stepped up to become managing director of retail brands and marketing across the group earlier this year.
This is King’s first client-side job since beginning her career as communications director of Leo Burnett in 1981. Her most recent job was managing director of Ogilvy’s American Express account and she has also had stints in senior roles at JWT.
The appointment is the latest shuffling of Lloyds’ senior marketing setup following the creation of the group setup.
Miguel-Ángel Rodríguez-Sola became the group’s most senior marketer last year when he took on the new role of head of the digital, marketing and customer development group function.
Meanwhile, Eva Eisenschimmel left her role as group marketing director and group director, culture in February.