Digital bank Up appoints new heads of brand and product

Up has appointed Sharma Heylen-Silvia as head of brand and Seamus Liddy as head of product, as the digital bank formalises senior leadership roles across its brand and product functions.

The appointments come as Up continues to grow its customer base, which now exceeds one million users, primarily Gen Z and Millennials.

Heylen-Silvia moves into the head of brand role after more than four years with the business, where she has contributed to the development of Up’s brand and led initiatives, including the launch of Up Home.

She will oversee brand strategy as the company expands into new products and customer experiences.

Liddy has been appointed head of product following a series of internal promotions and will lead product development and delivery.

Focus on product and customer experience

The appointments formalise Up’s leadership structure as it continues to invest in its digital banking platform and product offering.

Liddy will focus on developing tools designed to support customers’ financial management, while Heylen-Silvia will lead brand execution across campaigns, partnerships and in-app experiences.

Leadership comments

Chief Digital Officer (Bendigo Bank) and Chief Executive Officer (Up) Xavier Shay said the appointments reflect the company’s focus on product and brand.

"Banking is a product problem wrapped in a cultural conversation," said Shay.

"In Sharma and Seamus, we have two new leaders who perfectly embody that duality. Sharma ensures we show up with heart and a bit of rebellion, while Seamus ensures our tools are innovative and, above all, are genuinely helping to simplify money for Upsiders.”

Main image: Sharma Heylen-Silvia and Seamus Liddy

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