Mr Colebrook has spent the past 22 years at HSBC, having joined the bank when he was 17 and worked his way up the ladder.

His most recent role at HSBC was as senior executive supporting the UK bank's chief executive Dyfrig John.

He will report to Chris Pilling, First Direct's former high profile chief executive, whose new remit is to beef up the HSBC's telephone and online services.

Mr Colebrook said: "It's certainly going to be a challenging job to make sure we not only maintain but also keep improving our outstanding levels of service. I have inherited an incredibly talented and innovative team and I'm looking forward to steering us through the current market challenges."

First Direct's call centre in Leeds was voted the best call centre in the UK for customer service in a poll conducted by independent market research company GfK NOP last week.

The internet bank is benefiting from the current banking turmoil as savers seek out safe havens. It has seen a big increase in savers' deposits over the past few months and has also increased its mortgage book by 60 per cent since the beginning of the year.

Mr Colebrook is moving from Farnham in Surrey to Yorkshire and is currently looking for a house in the region.

He is married with two children and holds a CAA Private Pilots License, FAA Pilots Certificate and qualifications from the British Gliding Association. He is also a keen cyclist.

Last year he graduated with an MS Management from Stanford Graduate School of Business and four years ago he became a Common Purpose Graduate.

Under his new role Mr Pilling will remain in charge of Leeds-based First Direct, but he will also take on responsibility for all of HSBC UK's internet and telephone banking.

He will remain based in Leeds although the job will involve more travelling.

Mr Pilling denied his new role is part of an attempt by HSBC to start charging customers for banking services and said the group is "committed to free banking".

Mr Pilling hit the headlines soon after his arrival at First Direct two years ago after the bank announced plans to start charging some customers a £10 monthly fee – the first time a UK bank had introduced charges.

At the time Mr Pilling argued that the move was aimed at dormant or rarely used accounts and 85 per cent of First Direct's customers would be unaffected by the £10 charge. Customers who are paid more than £1,500 a month or who take on another First Direct service such as a savings account are not affected.

Over 99 per cent of First Direct's customers now pay nothing for their accounts.

Mr Pilling was poached from Asda in 2006 to spearhead First Direct's expansion into internet and telephone banking.

He spent five years at the Leeds-based supermarket as head of marketing and customer service and was behind the decision to recruit Sharon Osbourne as the face of Asda.

First Direct, which will celebrate its 20th birthday next year, employs 2,800 people at Stourton in Leeds.