Sam Taylor

Since joining the bank in the summer of 2025, Sam has already pioneered new go-to-market plans across Lloyds and Scottish Widows Insurance and Pensions businesses by unlocking the tools and capabilities to deliver new, innovative data-driven marketing campaigns.

He joined from Direct Line Group where he spent 11 years in senior roles leading Brand,  Performance and CRM marketing teams. Most recently he led Direct Line’s approach to portfolio and commercial planning, operational effectiveness, and spearheaded their marketing-led data transformation; building and implementing the group’s tools, tech and capability that enabled personalisation at scale throughout the Group’s customer lifecycle.

Sam is also recognised both internally and externally as a figurehead and thought-leader in the media industry, winning the MediaTel ‘Media Leader of the Year’ accolade in 2021, entering the Campaign Power 100 as a top 5 newcomer in 2023 and receiving the 2024 ISBA President’s award for his contribution to the Marketing Industry.

His marketing experience spans 20 years in roles at a number of well-known brands and sectors including T-Mobile, IBM, Nuffield Health and eBay, is a non-exec Director of an online greeting card retailer and has been a long-standing member of ISBA where he sat on the Executive Committee and chaired their AV Steering Group and broadcast taskforce. 

Sam lives in Biggin Hill in Kent with his wife and 2 children, Riley and Elsie.