LHV Bank has appointed Sally Rushton as head of marketing, tasking her with leading brand and marketing activity across its UK retail, SME and banking services operations.

In her new role, Rushton (pictured) will oversee marketing strategy across retail banking, SME lending and banking services, as the bank looks to build brand awareness and support its next phase of growth in the UK.

She joins LHV from Betfair, part of Flutter Entertainment, where she most recently held the role of head of sports brand marketing.

Rushton brings more than 20 years’ experience in marketing, having previously worked at integrated marketing agencies Jaywing and Rise at Seven. During this time, she partnered with a number of major financial services brands including first direct, HSBC and Monzo.

Her career has also included work with well-known consumer brands outside the financial services sector, such as Center Parcs, Goodyear and Castrol, providing a broad commercial perspective.

At LHV Bank, Rushton will play a central role in shaping the bank’s brand strategy, with a focus on attracting new customers and increasing awareness of its UK offering.

Rushton said: “I’m excited to be joining the bank at such an important moment for the business. I’m looking forward to building the brand and bringing more customers into the retail offering here in the UK.

“It’s a great opportunity to draw on my experience both within financial services and beyond, and to help create fresh, compelling marketing that drives growth.”

Erki Kilu, UK ceo at LHV Bank, said: “Appointing Sally is an important next step for LHV. She brings a strong track record across both financial services and consumer brands, and her experience will be a real asset as we build on our momentum and continue to grow in the UK.”