Mullen will take over the role on 1 September, replacing incumbent chief Matt Colebrook, who is moving to a newly-created role as group head of contact centres for parent-bank HSBC.

Mullen is no stranger to the bank and was previously head of marketing before moving to Dubai as the regional head of marketing for HSBC Bank Middle East in 2009.

During his tenure at first direct Mullen set the path for the bank's acclaimed move into social media when it became the first to offer an open forum to customers.

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.

As well as Talking Point, first direct uses social media to engage with customers through sites like Facebook, YouTube, Twitter and Flickr. The company also has an award winning social media newsroom, and its own customer social network, Little Black Book.