Ulster Bank has appointed Maeve McMahon as its first director of customer experience and products. She will report directly to chief executive Jim Brown and join the bank's executive committee.

Ulster Bank said the new role was designed to demonstrate its “commitment” to customers and its ambition to become the number one bank across Ireland for “customer service, trust and advocacy”.

In November, Ulster Bank was fined €3.5 million by the Central Bank of Ireland for IT and governance failings that resulted in about 600,000 customers being locked out of their accounts for up to 28 days in the summer of 2012. The regulator also required the bank to make redress payments of €59 million to customers .

Ms McMahon has previously held roles with GE Capital, MasterCard and Lombard Finance. She had served as vice president of commercial marketing at GE Capital International since October 2011.

Commenting on her appointment, Ulster Bank chief executive Jim Brown said: “Ulster Bank has a clear strategy to become the number one bank for customer service, trust and advocacy and Maeve’s appointment is crucial to driving this strategy for us.

“Maeve will be tasked with developing customer-focused products as well as the underpinning customer strategy and insight, marketing and customer interaction programmes.”

Ms McMahon’s appointment also reflects Royal Bank of Scotland’s decision last year to commit fully to Ulster Bank in the Republic following a wide-ranging strategic review of the business.