In his new role, Makin will be instructed to improve members’ communications through greater use of CRM and analytics.

Makin has over nine years’ experience in customer loyalty marketing in the travel industry with IAG Loyalty.

He has also spent time at British Airways, Iberia and Aer Lingus.

Neil Hoare, commercial director at HLPartnership, said: “If there is one thing that 2020 has taught us it’s that customer communication and engagement is of utmost importance to our members.

“James’ experience working with major brands like British Airways will be invaluable to our ongoing strategy of helping advisers in the network develop long term, long lasting relationships with all of their customers.

“James’ arrival will allow us to build further on the already successful marketing initiatives we have developed to ensure that customers continue to turn to our members as their first point of contact for advice on their borrowing and protection needs.”

Makin added: “I’m excited to join the marketing team here at HLPartnership, supporting the marketing function and helping to grow the range of digital marketing services offered to our members.”