The major role will see Berry take responsibility for FSA-supervised first mortgages for igroup and First National, which includes loans for purchasing and remortgaging.
The two lenders also deal in second mortgages, which include secured and second-charge loans.
Berry joined GE in 1996 and has served as a senior executive in Europe and the US. From 2001 he worked for GE Consumer Finance in France.
In his new role he will join the senior management board and report to Sean Webb, chief commercial officer at GE Consumer Finance Home Lending.
Previously, the group had two head of sales where one overlooked both first and second mortgages for igroup, and the other took responsibility for first and second mortgages for First National.
Berry’s appointment will see a focus on products rather than brand within the group.
Bob Sturges, head of PR for igroup and First National, said: “This change in appointment will allow us to focus on product delivery for intermediaries while offering distribution through the igroup and First National brands.”
GE Consumer Finance Home Lending will also be appointing two new business development managers, Daniel Spragg and Colin Bailey.
