Cliffe will take up the role as Lloyds TSB's head of card programmes at the end of this year. She will report directly to Lloyds TSB's director of card operations, a role being filled on an acting basis by David Cooper.
The bank has yet to announce who will take the role on a full-time basis.
Cliffe will fill a vacancy left by Mark Austen, who moves internally to head marketing for Lloyds TSB's current accounts division.
The decision follows the integration of Goldfish into Lloyds TSB's Create Services card division at the end of September.
In October, Cliffe was promoted from director of credit cards and customer services to head the Goldfish brand (Marketing, October 9).
There will be no direct replacement for Cliffe. Instead, director of Create Services Mark Searles will have responsibility for the Goldfish brand following her promotion.
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