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The post-holder, with a six-figure salary, will report to marketing and sales director Graeme Hardie, and also have equal status to brand and communications director Jeremy Davies.

A spokeswoman said the position would also be involved in the development of new products.

The creation of the role follows last month's departure of marketing chief Angus Porter, who has left the bank without a job to go to.

Abbey is partway through an overhaul of its marketing following its takeover by Grupo Santander last year.