He will be responsible for customer insight, strategy, brand, sponsorship, communications and corporate responsibility across the UK’s life and general insurance businesses.
The creation of the role follows the recent announcement of a new organisational structure and senior management team that is designed to bring the life and general insurance businesses closer together. Price will work on developing a common approach to Aviva’s sponsorships, brands and communication.
The marketing teams for general insurance and life will remain seperate. John Kitson, who currently leads marketing for general insurance, will not replaced after he leaves in March. Instead many of his duties will be absorbed by the person appointed to the recently created retail director role.
It is not known how Price’s appointment will affect Gary Pepler, the marketing, brand and communications director for UK Life.
Price will report to Cathryn Riley, who was appointed UK commercial director in November.
He joined Aviva in 2005 as director of customer experience for the UK’s life business and subsequently worked on the Aviva rebrand from Norwich Union in June this year.
Previously, he worked for credit card brand Egg in roles including customer services director and customer information officer. He also worked for 20 years at HSBC in a number of different roles.
The insurance and pensions provider launched a major campaign to build recognition of the brand ahead of its name change from Norwich Union. It has since switched its marketing focus to product-led campaigns.