Emma Hollingworth is joining LSL Group as chief distribution officer for the Financial Services Division in September.
She joins from HSBC, where she was head of specialist lending, having previously worked for MPowered Mortgages, Bluestone Mortgages, and Mortgage Advice Bureau.
Richard Howells, group managing director for financial services, said: “We are thrilled that Emma is joining us. Her appointment is a key part of our continuing transformation of our business.
“The role will see her drive forward the front-end of our business including recruitment, broker development, marketing and propositions.
“Emma’s background, in both network and lender mortgage distribution, and her reputation in the UK mortgage market will be invaluable as we develop our propositions for brokers and their borrowers.
“Her expertise and experience of the industry, including her knowledge of technology and data, will enable us to develop new propositions that will keep the Financial Services Division at the forefront of broker innovation.”
Hollingworth said: “I am delighted to be part of an organisation that has a very clear vision of its future in its key markets, and I look forward to being part of shaping the business for the benefit of all of our stakeholders.”
