Mortgage Advice Bureau (MAB) has appointed Sion Williams as brand & marketing director.

Williams has over 18 years marketing experience, joining from Countrywide Plc as its head of UK marketing, following a number of roles over his nine-year tenure. Prior to this, he led the group marketing & sales function at PW Data Group.

In his new role at Mortgage Advice Bureau, Williams will be responsible for the formulation and delivery of the brand and marketing strategy, with a particular focus on MAB’s early customer capture and nurture strategy, and optimising lead generation from existing local and national lead sources.

He takes responsibility for a team in Derby and will report directly to MAB’s CEO Peter Brodnicki.

Brodnicki said: “Sion brings a wealth of experience to the role, both in marketing and an in-depth understanding of the property and mortgage sector. He will be another strong addition to my highly innovative exec team, helping us accelerate our plans for customer acquisition and retention.”

Williams added: “Being one of the UK’s largest broker firms, I am proud to join such a strong and successful business that still has such an energy and appetite to constantly learn and innovate to achieve continued strong and sustainable growth.

“It’s an exciting time to join, as the business looks at developing its digital capabilities to understand more about its customers than ever before to drive long term lead value and growth.”