Afin Bank has promoted Helen Walsh to marketing director little more than a year after she joined the specialist lender.
Walsh (pictured) arrived at Afin as head of marketing shortly before the bank received its licence, taking responsibility for the multi-channel strategy that supported its launch in July. Her brief included raising the profile of its mortgage and savings propositions among brokers and consumers.
Before joining Afin, Walsh held senior roles at Together Finance, Aldermore Bank and Premierline Direct insurance, bringing extensive financial services experience to the new bank’s leadership team.
She now oversees all marketing activity across digital channels, broker engagement and direct communications with diaspora communities living and working in the UK, a key target group for the lender.
Afin Bank was created to serve borrowers underserved by mainstream lenders, including the self-employed, qualified professionals, high net worth clients and overseas nationals working in the UK on valid visas.
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 at Afin Bank, said the promotion recognised Walsh’s impact during the bank’s formative period.
Tunney said: “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.”
