Former head of marketing returns to First Direct as chief executive

Mark Mullen, who takes over the role on September 1, was previously First Direct’s head of marketing before moving to Dubai as the regional head of marketing for HSBC Bank Middle East in 2009.

The Leeds-based lender, which is 22 years old this autumn, employs 2,650 people at Stourton and has continued to grow its market share despite the poor economic conditions.

A First Direct spokesman said: “During Mr Mullen’s time at First Direct he relaunched both the banking and branding proposition and set the path for the bank’s move into social media when it became the first to offer an open forum to customers.

“The award-winning Talking Point is a live and unedited site where thoughts and views can be aired, both good and bad, with the aim of creating a more open dialogue with consumers.”

Commenting on his appointment, Mr Mullen said: “I’m delighted to be coming back to First Direct and taking over the reins of a business which is in fine shape and creating its next chapter.”

The current chief executive and head of Direct Banking, Matt Colebrook, who has led First Direct for the last three years, is moving to a newly-created role as group head of contact Centres for HSBC.

A First Direct spokesman added: “In this new role, Mr Colebrook will be responsible for defining and implementing the strategy for managing the telephone channel across the bank globally, and determining best practice operating standards.”

Mr Colebrook is a HSBC veteran who joined the bank when he was 17.

First Direct was the first bank to enable customers to access their finances whenever they wanted.

It pioneered a new era in British banking and customer service – and its phone lines have been manned continuously ever since it opened for business in October 1989.

First Direct was also one of the pioneers of internet banking, launching a full service in 1999.

greg.wright@ypn.co.uk