Lloyds Banking Group has appointed Paul de Laat to the newly-created position of customer value management director.

He joins from Vodafone, where he was global director of customer value management.

De Laat joins the Customers & Brands function of the group, run by managing director Eva Eisenschimmel. It was set up in March 2011 in order to build a brand development function aligned to customer and business needs.

He look look to “re-energise”” the Halifax and Lloyds TSB brands.