Walker is now responsible for leading all marketing activities in the region, including a creative refresh and deployment of the brand’s iconic TV campaigns and sponsorships, the currently feature its two moustachioed runner characters.
She will also look to broaden 118 118’s media mix beyond TV, where it currently spends the majority of its marketing budget.
Walker will report to chief marketing officer Jean-Michel Maltais, who joined the company recently to lead all its European brand campaigns, sponsorships and product developments across Europe.
She fills a role that is understood to have been left open for more than a year following the departure of former UK marketing chief Jo Blundell, who left to become Burger King’s UK marketing director in April 2011.
At HSBC Walker was responsible for leading the bank’s first entirely social media-led marketing programme: the student bursary Facebook competition. She left the bank following a restructure of its UK marketing division earlier this year.
Prior to working at HSBC, Walker has more than 20 years marketing experience including working on the launch of the Nintendo Gameboy and Super NES and launching T-Mobile in several European countries.
She has also held senior marketing roles at Bupa, Fish4 and AOL.