Digital bank Starling is strengthening its in-house marketing team with four new directors’ appointments.

The four newly created roles, including brand strategy director, brand and product marketing director, and two executive creative directors, were filled by Indiana Matine, John Harrison, Neil Cooper and Rachel Sullivan, respectively.

The move comes after the digital bank recently announced the launch of a new brand platform called “Good with money”, as well as the rebranding of its visual identity, brand mission and media strategy including the launch of an updated logo, colour palette and app design later this year.

In her new role, Matine will be responsible for leading the bank's brand strategy. The new brand strategy director brings with her more than fifteen years of planning experience, most notably from ad agency Wieden+Kennedy where she led strategy for Supercell, Pokémon GO, Facebook and Lurpak.

Harrison will oversee Starling's brand campaign and go-to-market strategy, drawing on his experience at BBH London, where he worked for 16 years leading communications strategy for clients such as Tesco, Tesco Bank, Western Union, Samsung and Heinz.

Cooper will be responsible for Starling's visual identity. She was previously senior creative director at Wolff Olins, where he led major brand and design work for well-known brands such as Nike, Google and Spotify.

Sullivan will be responsible for overseeing Starling's written content. He previously worked in Conde Nast's lifestyle portfolio, directing content for Virgin Money and Marks & Spencer.

The firm confirmed agencies The Sunshine Company and Wolff Olins have also been appointed.

Starling's “Good with money” platform encourages customers to take active control of their finances using in-app features and tools that make money management a daily habit, the firm said.

The bank added it plans to release more features that guide customers towards financial wellness.

The bank recently launched Spending Intelligence, a banking feature that allows customers to ask questions about their spending habits.

“Starling’s app-based approach to banking changed the sector for good. Now we have a new mandate to change the UK’s relationship with money,” said Michele Rousseau, chief marketing officer at Starling.

---