Building society The West Brom hires new marketing chief

Alex Sword


The Financial Services Forum

The UK’s seventh largest building society has hired a new marketing head as it focuses on affordable mortgages.

Georgia d’Esterre started the role in August, bringing recent experience from the insurance sector. This insurance experience includes marketing leadership roles at National Friendly and Guardian Financial Services, as well as over four years at Holloway friendly.

Prior to this she worked at Axa, where she rose to Head of UK Marketing at AXA Life Invest.

Founded in 1849, the West Brom is the 7th largest building society in the UK with around 430,000 members, as well as the leading one in the Black Country and Birmingham. It offers products including savings, investments, prime residential mortgages, insurance protection, and financial planning.

The mutual defines its purpose as to “support the financial wellbeing of our members by providing a safe and good return on the savings they entrust with us and promote home ownership through responsible lending.”

Its lending is concentrated on first-time buyers, aimed primarily at borrowers who have been overlooked or overcharged by other lenders. It also claims to offer savings rates double the market average.

It made £31.8m in net profit in the 2021/2022 financial year.

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