Swansea Building Society has promoted Sioned Jones to Area Manager West Wales, effective 1 January 2026.
The new role expands her current responsibilities across Carmarthenshire, Ceredigion and Pembrokeshire to include oversight across the wider Swansea, Neath and Port Talbot regions.
A fluent Welsh speaker with deep roots in West Wales, Sioned joined Swansea Building Society in 2015 as Branch Manager of its newly established Carmarthen Regional Office. With a solid background built over 30 years in the banking sector – including a career at Midland Bank (later HSBC) primarily in commercial banking – Sioned quickly established herself as a key figure within the Society having previously built strong relationships with the professional and business community in South West Wales and was appointed Area Manager West Wales in 2020.
Under her leadership, the Carmarthen branch has seen remarkable growth, the Society said, with both savings and mortgage balances increasing rapidly. The demand for these services has led to the Society’s recent investment in a larger premises on Blue Street in Carmarthen, enabling the recruitment of additional staff to further enhance service delivery.
Sioned’s specialist knowledge spans a wide range of residential and non-standard property lending, including smallholdings, self-builds, renovation projects, buy-to-lets, holiday lets, bridging loans and interest-only mortgages.
Sioned Jones, Area Manager West Wales, said:
“These are exciting times to take on these additional responsibilities, and I look forward to working with the Swansea and Mumbles branch teams. We have a dedicated group of people who are committed to offering the highest level of service to our customers, and I look forward to continuing supporting their growth. I look forward to sharing my knowledge and continuing to provide face to face appointments for the more complex cases relating to company directors or the self-employed. In addition, I and the majority of my staff can conduct business through the medium of Welsh.”
Alun Williams, Swansea Building Society’s Chief Executive Officer, added:
“Sioned has been integral to our success in West Wales over the past decade. Her experience, local knowledge and passion for serving members make her the ideal person to lead our activity across both Swansea and West Wales. We are delighted to recognise her exceptional contribution with this expanded leadership role.”
Sioned will continue to be based at the Society’s Carmarthen office but will work across both regions as she takes up her new responsibilities in the new year.
