Vida Homeloans has appointed Deb Smith as director of new business operations.

Smith (pictured) joins from The Mortgage Works, where she was head of TMW operations. She held previous operational leadership roles at the Co-operative Banking Group, Britannia Building Society and Birmingham Midshires.

She said: “It is a fantastic opportunity to join the progressive and forward-thinking team at Vida as Director of New Business Operations.

“I have a passion for developing teams to deliver great service which aligns to our company vision, values and strategy, placing customer and colleague outcomes at the heart of delivering business value.

“Vida runs a very detailed intermediary research programme and I am looking forward to reading the feedback, meeting intermediaries and making service improvements based on what our brokers are telling us.

“I look forward to contributing to the success of Vida and seeing us go from strength to strength.”

Lesley Sewell, chief operating officer, added: “Deb has had a successful career in Financial Services as a customer-focused leader of large scale operations and transformational change.

“I am looking forward to working with her to further develop our New Business Operations so we are delivering a great service, at the right pace and quality.”