First Direct has appointed Chris Pitt as chief executive, with effect from October 1. 

Pitt is currently head of marketing at HSBC UK. Prior to that, he worked in roles at TSB and Tesco Bank where his experience spanned the development and launch of mortgage, insurance, credit card and investment products.

The previous chief executive, Joe Gordon, stepped down in March.

Stuart Haire, group general manager, wealth and personal banking HSBC UK, said: “I am delighted to confirm Chris’s appointment to lead First Direct. He is a great fit for the bank with a really strong background in modern marketing, digital propositions and banking.”

Pitt said: “I’m really excited to be taking on this challenging new role. My focus will be on building our reputation as a digital bank built around people, growing through financial wellness and empowering customers to act with confidence in life.”