The ex-Virgin Media chief marketing officer has held the role of key projects director at Virgin Management since February, when he was tasked with a remit to refocus the brand’s "game-changing" ethos.
He will join TSB as brand, customer and communications director on 2 December, reporting to chief executive Paul Pester. It is understood his appointment does not affect the position of products and marketing director Mike Regnier, who oversaw TSB’s launch campaign in September.
While at Lloyds TSB, Gilbert – a former ad agency executive with Lowe and Y&R – led the development of the bank’s long-running "For the journey" campaign and its sponsorship of the London 2012 Games.
Gilbert became CMO of Lloyds Banking Group following the merger of Lloyds TSB and HBOS, before departing in late 2009.
Pester said: "Having worked with Nigel before, I’m confident that his breadth of experience across brand, customer experience, communications and corporate affairs will be instrumental in delivering our TSB brand strategy now and over the coming years."
Gilbert added: "The launch of TSB earlier in the year represented a significant moment for banking. TSB understands the value of placing local communities at the heart of everything it does and I am looking forward to welcoming customers, old and new, back to local banking."
TSB, siphoned off by Lloyds Banking Group at the behest of European regulators, re-opened earlier this year with 631 branches rebranded from Lloyds TSB and Cheltenham & Gloucester.