Gulliford, previously group marketing and communications director at Standard Life, will remain with the financial services brand as a consultant to the Standard Life executive team.
Kelsall, who joined Standard Life in January 2010, previously held the role of commercial director at Barclays' UK retail banking division. He has also consulted for a number of brands, including Experian and Santander.
The reshuffle follows the launch of a new brand logo and strapline, 'The Way Forward', earlier this month. The updated visual identity, created by JKR, uses the Standard Life name in a white font against a blue background, with the strapline in yellow text below.
A consumer-facing ad campaign, by VCCP with media planning by EGS and buying by MediaCom, also rolled out this month.