She joins from HSBC, where she was head of specialist lending, having previously worked for MPowered Mortgages, Bluestone Mortgages, and Mortgage Advice Bureau.

Commenting on the appointment LSL group managing director Richard Howells said her appointment was a key part of a continuing transformation of the business.

“The role will see her drive forward the front-end of our business including recruitment, broker development, marketing and propositions.”

He added: “Emma’s background, in both network and lender mortgage distribution, and her reputation in the UK mortgage market will be invaluable as we develop our propositions for brokers and their borrowers. Her expertise and experience of the industry, including her knowledge of technology and data, will enable us to develop new propositions that will keep the financial services division at the forefront of broker innovation.”

Hollingworth said, “I am delighted to be part of an organisation that has a very clear vision of its future in its key markets, and I look forward to being part of shaping the business for the benefit of all of our stakeholders.”