Chief Customer & Marketing Officer

24th May 2022: Leading digital challenger Cashplus Bank has today announced the appointment of Tatiana Lipiyaynen as Chief Customer & Marketing Officer (CCMO).

Tatiana was most recently Sales and Marketing Director at Virgin Money Investments, the joint venture between Virgin Money and Abrdn, where she was responsible for developing the go-to-market strategy, customer proposition and digital experience. She brings over twenty years’ worth of experience in financial services to her new role at Cashplus Bank.

Her track record includes SME and consumer focused positions, including at AMEX, where she was VP for Marketing, Enterprise Growth, Emerging Payments and Services, and in an entirely SME-focused role as Marketing Director at BT.

Tatiana will join Cashplus Bank in a new, expanded role overseeing all aspects of the firm’s marketing and sales activities, while also taking responsibility for customer experience, UX and design strategy.

Tatiana will be tasked with strengthening Cashplus Bank’s brand presence as it enhances its suite of small business-focused digital banking tools, including its market leading cashback business credit card and Business Creditbuilder products, recent launches funded by the company’s successful bid for a £5m Capability and Innovation Fund grant.

Cashplus Bank Founder and CEO Rich Wagner said: “I’m very excited to be welcome Tatiana as a key member of my senior management team. She 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. She is joining at the perfect time as we look to accelerate our growth and continue our journey to the all-in-one banking partner for UK small businesses.”

Tatiana Lipiyaynen, Chief Customer & Marketing Officer, Cashplus Bank said: “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. I am passionate about helping small business to succeed and Rich 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.”