Green Flag hires marketing chief for key England role

Motor insurance breakdown company Green Flag has promoted Hillary Williams to the marketing director’s post that has been vacant since February.

Williams fills the role left vacant by Andrew Cornish’s promotion to managing director two months ago. She was formerly the company’s direct response business manager.

Williams’ role will be to oversee the remaining, but vital, few months of its sponsorship of the England football squad which ends after the World Cup in August.

Green Flag’s logo will be seen by an estimated UK TV audience of up to 22 million, and a world audience of about 400 million.

However, the sponsorship, arguably the most high-profile sponsorship in the country, has been criticised for highlighting the company’s name without explaining the range of motoring and home insurance services it offers.

Williams will also handle the marketing of Green Flag’s expansion into home and medical assistance services.

Cornish formerly took over from chief executive Neil Twist on April 1 and reports to chairman Bob MacKenzie.

Green Flag, formerly called National Breakdown, has 3.5 million members, and is the number three motor insurance company behind the AA and the RAC.

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