He will oversee UK brand, advertising and consumer strategies as well as the financial services company’s sponsorship properties such as UK Athletics and Premier League side Norwich City.
Peake will also lead Aviva’s UK CSR strategy including its “Street to School” initiative.
His role has been created to reflect the expanded remit of the UK team, which has taken on greater responsibility for brand, sponsorship and CSR. Peake will also work on a number of “high profile” initiatives to be delivered next year, according to a spokesman.
He left the energy supplier earlier this year after eleven years following a restructure of its operations.
It is thought his role was cut after the company was split into three market segment teams: domestic markets, SME markets and industrial and commercial markets.
Peake oversaw the launch of the Npower brand after joining in 2000. He is also credited with developing the brand’s headline sponsorship of domestic test cricket and the Football League.
Prior to Npower, he spent five years as communications and advertising chief at Comet. He has also held senior marketing roles at TSB, Abbey and Prospero.
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