Mullen previously worked as head of marketing at first direct before moving to Dubai as the regional head of marketing for HSBC Bank Middle East in 2009.
During 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.
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.”
Matt Colebrook, current chief executive officer and head of direct banking, will be moving to HSBC as group head of contact centres.
