Boulton, who was head of customer and brand strategy at HBOS, will oversee the UK marketing for HSBC, First Direct, HFC and M&S Money.
Peter Simpson, the former commercial director of First Direct, who has been head of marketing at HSBC since the end of last year, is stepping down. As yet, he does not have a confirmed position within the group.
Boulton, who is now on gardening leave and joins HSBC in November, will report to the bank's general manager of customer propositions, Joe Garner.
HBOS will not appoint a direct replacement for Boulton. Head of customer strategy Gerald Mclarnon is assuming his duties and will report directly to marketing chief Philip Hanson.
Boulton joined Halifax in 2002 as head of marketing communications, prior to its merger with Bank of Scotland.
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