Specsavers' Keith Gulliver to lead TSB's internal content arm in transformation role
TSB has appointed a head of marketing transformation, social media and content in former Post Office and Specsavers marketer Keith Gulliver, tasking the exec with leading a new “internal content studio”.
Overseeing social and content strategy, Gulliver will be charged with steering The TSB Studio, which is being launched with the help of in-house specialist Oliver Agency to bolster the brand’s internal marketing capabilities.
The move from the bank to invest in a production arm within its walls comes amid big brands such as Unilever pulling some agency work in-house as part of efficiency drives.
Having joined Specsavers as interim head of marketing in 2017, Gulliver will bring with him a unique insight into, and experience of, in-house models. His own career has at points dovetailed with that of his new boss, TSB chief marketing officer Pete Markey.
Both worked together at the Post Office where Gulliver was marketing communications director from 2015 to 2017. They were also colleagues at insurance firm RSA where Gulliver served as head of brand while Markey held the role of chief marketing officer.
Commenting on the new appointment, Markey said Gulliver’s role would be “future focussed” and that it would look at how the bank can broaden its marketing operatiions and agency model while shaping its future brand strategy.
He added: “He will also play a key role in building our internal social and content capabilities to reflect the needs and demands of today’s customers. This includes creating our internal content studio which we are very excited about.”
Gulliver said he was excited about taking on the brand’s strategy and bulking up TSB’s in-house expertise so it can be “more agile, and more connected” to better meet the needs of its customers.
Markey took over as TSB’s chief marketing officer at the end of August 2018 when Nigel Gilbert retired from the bank.
Gulliver now joins a team that includes: Emma Stacey, head of marketing and engagement; Jo Newman, who was recently appointed as head of SME marketing; Justin Bell, head of marketing research, effectiveness and planning; Mark Addleman, head of CVM; and Malcolm Hunter, who is director of brand strategy and partnerships.