Lloyds Banking Group hires former Direct Line marketer

Lloyds Banking Group (LBG) has hired Direct Line’s former Marketing Director to work in its insurance, pensions and investments business.

Sam Taylor began the role of Head of Marketing in the division in June, leaving the position of Head of Customer Marketing at the insurer.

He had previously been Interim Marketing Director from 2023 to 2025, having taken over from Mark Evans when he left at the end of 2022. In that role he heightened Direct Line’s focus on personalisation, driven by AI and first-party data.

He previously worked at healthcare provider Nuffield Health as well as online marketplace Gumtree, and spent seven years heading up advertising at T-Mobile UK.

He wrote on LinkedIn: “Today I’m delighted and excited to announce that I have started a new role at Lloyds Banking Group where I’m leading a fabulous marketing team within the Insurance, Pensions and Investments Business. A big thanks to Suresh Balaji for choosing me. It’s a phenomenal business with some of the best brands in FS and a transformational agenda that is right up my street!!”

LBG’s insurance, pensions and investment brands include Scottish Widows and Cavendish Online.