Alex, former Chief Transformation Officer and Chief Customer Officer at The Cumberland,has many years of experience in strategy, marketing and commercial functions from senior level roles at BP, LG Electronics and Vodafone both in the UK and internationally.

Speaking on the appointment, Jonathan Westhoff, Chief Executive at the West Brom, said: “Alex joins us at exciting time, bringing a broad range of experience from both the mutual sector and beyond. I’m looking forward to Alex building on our solid foundations to ensure our customers continue to receive the products and services they require.”

Alex Windle added: “The West Brom has delighted its customers and community with great products and excellent customer service for almost 175 years. I’m looking forward to working with the team on how we will enhance what we do to meet the changing needs of our existing and future customers, our colleagues and our intermediary partners.”