LSL Financial Services has appointed Paula Mercer as sales director across Primis and TMA Club.

With more than 18 years of experience in financial services, Mercer joins from LendInvest where she was sales director.

She has previously held senior intermediary and business development roles at Atom bank and Lloyds Banking Group.

In her new role, Mercer leads recruitment for Primis as well as helping the network’s appointed representatives identify new growth opportunities.

For TMA, Mercer’s focus is on strengthening lender relationships and encouraging wider use of the club’s lender and provider partnerships.

Mercer will report to Emma Hollingworth, chief distribution officer at LSL Financial Services.

Commenting on Mercer’s appointment, Hollingworth says: “We’re thrilled to welcome Paula to her new post. She is a leader within the industry who brings an extensive understanding of the intermediary market, along with a strong track record in directing sales, broker relationships and business development.”

“That experience will be central as she sets out her strategy to lead our sales teams, bring more firms into the Primis network and further strengthening our relationships with TMA members.”

Mercer adds: “I’m delighted to have been given the opportunity to lead the sales function for two of the most respected names in mortgage distribution. Both Primis and TMA have excellent brands, strong offerings and exceptionally talented and driven sales teams.”

“My focus is on attracting new firms, helping existing ones grow and become more productive, and making sure all firms understand how we can support them to strengthen their businesses and deliver better outcomes for their clients.”