His job switch comes as the energy industry grapples with rising oil prices and the looming threat of a UK push by Russian company Gaz-prom, which aims to take a 15% share of sales in the domestic retail energy category.
'We have grown up in a time when energy has been plentiful and that is not the case any more,' said Davies. 'Prices are going up and
supplies are no longer secure, and you have the green issue. It is a really interesting sector to be involved in.'
Davies will leave Abbey this summer after five years with the bank. As director of brand and communications at E.ON, he will oversee its sponsorships, including its title tie to the FA Cup.
Davies succeeds Gary Pepler, who has held the role on an interim basis since Helen Merrick left earlier this year. He will report to Paul Golby, chief executive of E.ON UK.
Davies will be succeeded at Abbey by Keith Moore, who has been promoted from head of communications planning and sponsorship.
After working on two Abbey rebrands. Davies' departure comes as the bank prepares to rebrand again, this time under the name of parent company, Santander.
Davies began his career in 1990 at JWT, ultimately becoming founder and managing director of its digital brand consultancy. He left the agency for cable group NTL, where he rose to the role of marketing director.