She is due to begin her new role on November 4 after leaving her current role as chief customer and innovation officer at Santander UK, where she led digital and cultural change. She has been employed in the financial services industry for 18 years.

Ms Sigurdardottir has extensive experience in driving customer-led transformation in Fortune 500 companies around the globe. Before Santander UK, she worked at American Express for 14 years, working in four different continents as she led digital transformation and change within the business.

Throughout her career, she has also been a pioneer in partnering with the start-up, digital and fintech communities to deliver customer-centric banking services. Most recently, she was responsible for the development and launch of Asto, a Santander Fintech business, providing innovative cash-flow solutions to small businesses.

She has also served on several industry bodies, including City UK Fintech Delivery Panel, the Financial Services Trade and Investment Board Fintech Senior Steering Committee, and the Business in the Community Race Equality Board.

Ms Sigurdardottir said: “Tesco Bank has a truly unique offering for millions of Tesco customers, so I am thrilled to be joining at this exciting time for the business and playing my part in developing our customer offering to deliver not only outstanding value but also exceptional customer experiences.”

Chief executive of Tesco Bank, Gerry Mallon, said: “I am delighted that Sigga is joining us as chief customer officer. With an excellent reputation for driving digital transformation and a true focus on customer centricity, I know that Sigga’s passion and leadership will bring huge value to our team.”

A strong promoter of diversity and inclusion, Sigga has previously been named on the top 50 Customer Experience Professionals by Marketing Week, ranked #4 on the Empower Ethnic Minority Advocates as well as recognised by FT & HERoes as one of top 100 Champions for Women in Business in 2018.