Vlemmiks will oversee marketing strategy for its UK brand portfolio, which also includes Green Flag and Privilege, as well as promotion of its business-to-business services and international interests in Italy and Germany.
RBS Insurance has been looking to develop distinct propositions for its main brands before it is offloaded by parent RBS Group.
RBS, 83% backed by the taxpayer, has to sell, float or part float its car and home insurance operation by the end of 2012 under European Union rules on accepting government aid.
Vlemmiks spent three years at British Gas, most recently as commercial director with overall responsibility for marketing.
He is credited with leading the introduction of a new brand identity last year, the first in 16 years, and the company’s partnership with Nectar.
At RBS Insurance, he will assume the responsibilities previously held by Crawford Davidson who left in May 2011.