Leeds Building Society hires Asda vet as new marketing director

Alex Sword


The Financial Services Forum

Leeds Building Society has appointed a new marketing chief who brings experience from the hospitality and retail sectors.

Nikki Dixon started the role as Director of Brand and Marketing this month.

She joins from hospitality business Daniel Thwaites, where she spent just under four years as marketing director. In that position she led the re-branding of the consumer brand The House of Daniel Thwaites.

This role followed over 15 years at supermarket Asda, where she worked for over 15 years in various brand-focused positions. These included heading up the supermarket’s own brand strategy as well as media and communications planning.

Founded in 1875, Leeds Building Society is the UK’s fifth largest building society. It offers savings, mortgages, life planning and insurance products to 839,000 members (as of 2022).

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