RBS Insurance hands reins to ex-Norwich Union boss

RBS Insurance has drafted in former Norwich Union marketer Crawford Davidson to replace marketing chief Roger Ramsden, who has left to join Saga.

Davidson, who is also a former Boots marketer, will join RBS Insurance, which includes Churchill, Direct Line and Green Flag, in July. He was most recently marketing director at Norwich Union Life, but left the Aviva-owned company earlier this year.

At RBS, he will oversee a team including acquisitions and retention marketing director Mike Tildesley – formerly Direct Line marketing director; and customer insight director Nigel Grimes (MW September 13, 2007).

Ramsden will replace Steve Ashton as chief executive of Saga Services – its insurance business – following Ashton’s promotion to another role within parent company the Acromas Group.

Ramsden’s departure comes despite adding managing director of household to his marketing role just six months ago. It also follows the departure of a number of senior staff. In September last year, brand and proposition director Peter Corfield left to join rival Zurich (MW September 26, 2007) and managing director Chris Moat left to “explore other opportunities” (MW December 13, 2007).

Davidson joins as RBS Group is being forced to consider selling its insurance division in order to raise funds, and it has already announced a £12m rights issue.

Davidson has also worked in various roles at Tesco, including as marketing director for Tesco.com and Tesco Direct and as its first director of Clubcard in 2001. He later became commercial and marketing director of Tesco Personal Finance, the supermarket’s joint venture with RBS. Before that, Davidson was part of the Boots Advantage loyalty card launch team during his time at the Nottingham-based retailer.