RAC Consumer Services has appointed David Lewis as its top marketer after a seven-month search for a replacement for group marketing director Ken Lee.
Lewis has worked in a number of senior marketing roles at Lloyds TSB, including customer segmentation director and marketing communications director. Prior to joining Lloyds he was international marketing director for the International Wool Secretariat, where he oversaw the Woolmark brand.
Following Lee’s resignation in February (MW February 6), the RAC decided to restructure its marketing department. Lewis will take the title of commercial director, and the company is in the process of recruiting a communications director.
Lewis will be responsible for all consumer marketing activity, with Gary Elliot, head of brand and marketing communications, reporting to him.
Last month, the RAC pumped &£10m into a relaunch with a package of new product features to take the fight back to arch-rival AA, which has doubled its members. The campaign created by roster agency Windmill Partnership. As part of the relaunch, the RAC has replaced its previous “A to B – we RAC it” strapline with “Always there”.
In addition to its core breakdown service, the RAC has branched out into a variety of insurance, financial, travel and legal services, driver training and car retailing.