AA picks senior marketing staff

The Centrica-owned Automobile Association (AA) has reorganised its marketing department and appointed two senior marketers.

David Tyers has moved from his position as general manager of new business to be head of marketing for the AA.

Tyers, who joined the AA in 1998, replaces Patricia Vickers who left the organisation without a job to go to in May (MW May 24). He will report to Centrica’s marketing director for home and roadside services, Clare Salmon.

At the same time, the AA has poached Lombard Direct’s marketing director, Lloyd East, to be head of commercial marketing for AA road and British Gas home services.

East, who will also report to Salmon, will be responsible for developing a marketing strategy for the roadside patrol and home services, which includes plumbing and kitchen appliances.

He will also oversee strategy, products and planning, and customer relationship marketing. East is understood to have left Lombard Direct after the company was relocated to Glasgow and rehoused in its Royal Bank of Scotland’s offices, which now owns the company.

Lombard Direct says East has not been directly replaced, but Nick Hudson, marketing services manager is overseeing marketing for the financial services company.

The structure of Centrica’s marketing department was changed when former Prudential marketing chief Salmon joined the company in October last year. She created the separate teams for the two operations in January.

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