Mark Mullen is the new CEO at first direct, taking over the role on 1 September. Mullen was previously head of marketing before moving to Dubai as the regional head of marketing for HSBC Bank Middle East in 2009.
During his time at first direct he relaunched both the banking and branding proposition and set the path for the bank's move into social media. This included Talking Point, a site where thoughts and views can be aired, both good and bad. Mullen says: “I'm delighted to be coming back to first direct and taking over the reigns of a business which is in fine shape and creating its next chapter."
The current CEO and head of direct banking, Matt Colebrook, is moving to a newly-created role as group head of contact centres for HSBC. He will be responsible for defining and implementing the strategy for managing the telephone channel across the bank globally, and determining best practice operating standards.
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