Freddi will coordinate and execute Yobota’s marketing strategies. She will play a key role in driving commercial growth, shaping the company’s narrative and voice, and supporting overall brand development.

Freddi joins from Lloyds Banking Group where she co-founded the innovative, in-house storytelling team and drove the editorial direction of inclusive, customer-centric design projects. Prior to this, Freddi led content marketing at technology firm Arm, where she was responsible for communicating complex, technical subjects to audiences of all levels.

With a decade’s marketing experience and extensive writing and marketing qualifications, Freddi is a self-confessed word-nerd who specialises in creating compelling content and communications.

This latest appointment marks a new phase of growth for Yobota, as the cloud native core banking platform continues to accelerate its sales and business development efforts. Founded in 2016, the company is building new capabilities and forging partnerships with clients to create some of the most innovative financial products available in the UK.

Ammar Akhtar, CEO of Yobota, said: “As we tap into exciting new markets and strengthen our reputation within the core banking space, it’s very exciting to have Freddi join our team to lead Yobota’s marketing efforts. The wealth of integrated marketing experience she brings will help us to effectively convey the critical business issues that we solve, as well as communicating our success stories and the value we deliver.

“Having worked with one of the world’s leading banks, Freddi’s impressive track record for driving compelling marketing and comms strategies within our industry is a major advantage. She will be a real asset to us as we work with players across the banking and financial services space to bring incredible new products to life.”

Freddi added: ‘I’m delighted to be joining such an exciting company at a time when I can help deliver real value for the business and the customer, building the foundations of a dedicated, multi-faceted marketing function to showcase our offerings to a broader range of clients.

“Yobota’s core banking technology provides a real opportunity for established and emerging banks to build innovative, next-gen financial products with the customer at the heart of the process.”