Crescent Wealth appoints COO

Crescent Wealth has appointed a marketing and operations executive who has launched Islamic banking and financial service products in the Middle East and South Asia.

Rachel Edwards is Crescent's chief operating officer and head of marketing and growth.

In this role, Edwards will lead and manage the strategic and operational growth remit that includes customer and digital engagement for the Crescent group of companies, including, Crescent Wealth, Crescent Finance, Crescent Foundation and the Crescent Institute.

She joined the firm four months ago as head of marketing and growth before taking on the operations role as well.

Before arriving at Crescent, Edwards worked at BT Financial Group and JP Morgan where she led the development and roll-out of marketing and communication strategies that will help Crescent's growth aspirations as it looks to build out its suite of brands to realise a 'one ethos many brands' approach.

She was the director of operations and membership at the Financial Services Council.

Earlier roles include the membership marketing manager at the Australian Institute of Company Directors, covering marketing and wholesale banking in Pakistan and Europe and the regional head of marketing for Standard Chartered Bank.

Earlier, Edwards was an acquisition marketing Manager at Citibank and a  direct marketing manager at Jupiter Asset Management,

She has also worked at Morgan Stanley, Henderson Global Investors, and CMI Financial Services.

Crescent Wealth founder and managing director Talal Yassine said the appointment was part of a strategic push by the group to rapidly build scale and increase assets under management to $5 billion over the next five years.

"Edwards' focus is on 'putting the customer first in everything we do', which will include an innovative approach to customer service and relationship management across the Crescent group of companies," he said.

"Beyond investing in industries and companies that comply with Islamic investment guidelines, Crescent is passionate about bringing positive change to the Australian community through support for not for profit initiatives. Rachel will also play a key role in this facet of our business."