LSL Financial Services has appointed Paula Mercer as sales director with responsibility for sales activity across Primis and TMA Club.

Mercer (pictured) joins the mortgage distribution business after more than 18 years in financial services, most recently as sales director at LendInvest.

She has also held senior intermediary and business development positions at Atom bank and Lloyds Banking Group.

At Primis, Mercer will lead recruitment while working with the network’s appointed representative firms to identify opportunities for growth and improve productivity.

Her responsibilities at TMA Club will include developing relationships with lenders and supporting greater engagement among members with the club’s lender and provider partnerships.

Mercer reports to Emma Hollingworth, chief distribution officer at LSL Financial Services.

Hollingworth said: “We’re thrilled to welcome Paula to her new post. She is a leader within the industry who brings an extensive understanding of the intermediary market, along with a strong track record in directing sales, broker relationships and business development.

“That experience will be central as she sets out her strategy to lead our sales teams, bring more firms into the Primis network and further strengthening our relationships with TMA members.”

Mercer added: “I’m delighted to have been given the opportunity to lead the sales function for two of the most respected names in mortgage distribution. Both Primis and TMA have excellent brands, strong offerings and exceptionally talented and driven sales teams.

“My focus is on attracting new firms, helping existing ones grow and become more productive, and making sure all firms understand how we can support them to strengthen their businesses and deliver better outcomes for their clients.”