First direct has appointed HSBC UK head of marketing Chris Pitt as chief executive.

Pitt will take up his role at the direct-only lender from 1 October and will be responsible for delivering first direct’s strategic growth plans.

Pitt’s previous roles include marketing director at Tesco Bank.

He says: “My focus will be on building our reputation as a digital bank built around people not processes, growing through financial wellness, and empowering customers to act with confidence in life. The potential of first direct in the digital age is huge.”

HSBC group general manager, wealth and personal banking Stuart Haire says Pitt is “a great fit for the bank, with a really strong background in modern marketing, digital propositions and banking. He joins at a great time for first direct as it stands on the brink of an exciting new future.”