Gilbert (pictured top right) begins the new role on 2 December and will report directly to TSB’s chief executive Paul Pester, having earlier held the position of group marketing director with Lloyds TSB between 2006 and 2010.
Lloyd’s Banking Group split the TSB and Lloyd’s brands earlier this year with the respective brands since making separate returns to the UK’s high streets.
Pester says Gilbert’s role will be “instrumental in delivering our TSB brand strategy”, one that has already been backed by a £30m marketing spree heralding a return to ‘traditional banking’ since September.
Gilbert says: “TSB understands the value of placing local communities at the heart of everything it does and I am looking forward to welcoming customers, old and new, back to local banking.”
Most recently, Gilbert was key projects director at Virgin Management, a role he held since earlier this year after departing the position of CMO at Virgin Media.