Primis has strengthened its national sales operation with the appointment of three new regional sales directors and a regional sales manager, as the network continues to expand its front-line broker support.

Mark Rookyard has joined as regional sales director for the South East. With experience across business development and national account management, he is expected to play a key role in deepening relationships with advisers and identifying new areas for growth.

Fran Green becomes regional sales director for the North West and West Midlands. Her career spans intermediary and network distribution, with a focus on adviser development. Primis said her background would help brokers maximise opportunities in a fast-moving market.

The East Midlands and East region will be led by Ian Merriman, who has held senior manager roles across three mortgage and protection networks, as well as a major UK intermediary lender. He brings extensive knowledge of the intermediary market, along with experience in mortgage and protection products and supporting technology.

Primis has also appointed Harrison Avery as regional sales manager for the South West. He most recently worked in mortgage business development for a major lender, following earlier roles as a mortgage adviser and recruitment consultant.

Neil Hoare (pictured), sales director, said: “I am delighted to welcome each of these exceptional people to our growing team.

“We’re continuing to invest and build in our front-line support to help achieve both the network’s and our brokers’ growth ambitions and will be welcoming more new colleagues over the coming weeks.”