Helen Walsh has been promoted to marketing director at specialist mortgage lender and savings provider Afin Bank.
Walsh joined the bank as head of marketing last year, before it had received its licence, and created the multi-channel go-live strategy that supported its launch in July.
The bank said her work helped raise awareness of its mortgage and savings propositions among brokers and customers.
Walsh previously held senior roles at Together Finance as head of digital marketing and CRM, and has wider financial services experience with Aldermore Bank and Premierline Direct insurance.
At Afin she is responsible for all marketing activity, spanning online channels, broker engagement and communication with diaspora communities of people from overseas living and working in the UK, which the bank describes as a core target segment of underserved borrowers.
Walsh said: “Afin is a truly unique bank as we exist to help borrowers who would normally struggle to get a mortgage.
“A really important part of my job is to understand their needs and engage with them in a way that shows we’re here to help them get the mortgage they need and deserve.
“Having been part of the journey from building the brand from inception, through to launch, and now bringing it to life in the real world, it’s been incredibly rewarding to see how our vision is resonating with our target audiences.
“The journey so far has been exciting, and it’s been great working with so many talented and motivated people – from the senior executives and the Board, through to our vital broker partners and my own team. I’m looking forward to helping make Afin even more successful.”
Nicola Tunney, chief operating officer for Afin Bank, added: “This promotion is recognition of the great work Helen has done in such a short period of time to not only launch the bank but also tell people why it exists, helping to drive interest from mortgage borrowers and savers.”
Afin Bank was set up to support borrowers underserved by mainstream lenders, including the self-employed, qualified professionals, high net worth borrowers and people from overseas living and working in the UK on a valid work visa.
