He replaces Mark Mullen, who joined HSBC's Middle East operation in a marketing role earlier in the year.
Say was previously head of marketing and communication at the bank's Jersey-based International division, which is targeted at expats.
First Direct head of brand, Lisa Wood, who has taken on Mullen's responsibilities since he departed, will move to HSBC Bank International in Say's former role.
Last month, First Direct launched a campaign to showcase both positive and negative comments made about the brand on social media sites.
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