West Brom Building Society has appointed Gareth Madeley as its new chief customer officer, promoting him from his previous role as head of product & digital.

Madeley (pictured) brings experience across the Society’s product range, distribution channels and purpose-led strategy, having played a key role in developing its customer offering.

In his new position, he will work with colleagues and partners to oversee the development and delivery of the Society’s customer proposition, with a focus on supporting home ownership and savings while strengthening its work within communities across its heartlands and beyond.

The appointment forms part of the mutual’s focus on developing talent from within the organisation.

Jonathan Westhoff, chief executive at West Brom Building Society, said: “Gareth stood out through a strong selection process and brings the customer focus and leadership we need for the future. His appointment reflects our commitment to developing talent from within.”

Madeley said: “For 177 years, the Society has helped its customers build a more secure future, whether that’s owning a home or growing their savings and today many customers need our help more than ever.

“That’s why I’m thrilled to be stepping into the role at a time where we have an opportunity to make a real difference.

“I’m looking forward to working with our teams and listening to customers as we continue to evolve our proposition to support financial wellbeing across the generations and communities we serve.”