Cashplus appoints new customer and marketing head as potential rebrand nears

Digital challenger bank Cashplus has appointed Tatiana Lipiyaynen as its new chief customer and marketing officer.

Lipiyaynen joins Cashplus to oversee its possible rebrand, strengthening the bank’s presence as it enhances its suite of small business-focused digital banking tools.

She brings more than 20 years of experience in financial services to the role, most recently working as sales and marketing director at Virgin Money Investments for almost three years.

With a track record of both SME and consumer-focused positions, Lipiyaynen’s previous roles include five years at AMEX and before that she worked as a marketing director at BT.

“I’m delighted to join Cashplus Bank at this important time, just as the business is preparing to launch into its next phase of growth,” Lipiyaynen said.

“I am passionate about helping small businesses to succeed and Rich [Wagner, Cashplus CEO and founder]  and the team have done an incredible job in using digital capability to break down some of the barriers those customers face in getting quick and easy access to banking and lending services.” 

Lipiyaynen will take on the new, expanded role and oversee all aspects of the firm's marketing and sales activities, in addition to taking responsibility for customer experience, UX and design strategy

“[Tatiana] has a wealth of strategic experience and with her proven track record in market engagement, I’m confident she will help us to build an ever-deeper understanding of our customers and position our brand to win,” Wagner said. 

“She is joining at the perfect time as we look to accelerate our growth and continue our journey to be the all-in-one banking partner for UK small businesses.”