Direct Line marketing to be split into five divisions

Direct Line has scrapped its group marketing department as part of a restructure which splits the company into five separate businesses and gives each responsibility for its own marketing.

The restructure is intended to focus Direct Line’s activities as it diversifies from its core telephone insurance business. It has recently expanded its product range and is stepping up its fledgling Internet services.

Prior to the restructure the operation was directed by a group management team, with marketing overseen by group marketing director Jim Wallace.

Each of the new units will have its own managing director and marketing director. The five units comprise: telephone insurance (direct division), e-commerce, overseas operations, selling Direct Line insurance through branches of parent company Royal Bank of Scotland and NatWest branches (group insurance services division), and the Green Flag vehicle recovery service, which Direct Line acquired last year.

Wallace is to be director of marketing for Direct Line’s direct division and will report to divisional managing director Annette Court. He will also act as an adviser for the Direct Line brand as a whole.

Mark Godfrey, former marketing manager with responsibility for Direct Line motor insurance, becomes director of marketing for the e-commerce division.

He reports to unit managing director Oliver Prill.

Meanwhile, Andy Cornish, managing director of the group insurance services, is expected to appoint a director of marketing in the near future.

Hilary Williams will continue to head marketing for the Green Flag business and reports to Stephen Geraghty.

Marketing in overseas ventures will continue to be looked after locally. International operations are confined to Linea Directa, a joint venture with Spanish company Bankinter. Marketing is headed by Maria-Dolores Dancausa Drevino.

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