Dallas, who joined the business as transformation director in April, will oversee marketing strategy for its ‘at retirement’ products – pensions and investments – and “workplace savings” products such as company pensions and employee benefits packages.
He will also be charged with strengthening the firm’s presence in the growing “platforms” market. Platforms are online tools that allow users or their financial advisers to manage their investments.
The company says that Dallas will look to exploit regulatory changes from the upcoming retail distribution review and pension reform, which will likely lead to an increase in prospective customers.
Dallas replaces Paul McMahon, who left his role as Aegon UK group marketing director in May to join financial firm FNZ as chief executive of its UK business.
Before joining the firm, Dallas held a number of director level roles at Lloyd’s, Barclays and Sage Group.
The British tennis sponsor says the decision to merge the marketing and transformation roles together was “obvious.”
Adrian Grace, chief executive of Aegon UK, says: “We now have the right balance of strategy, commercial focus and operational delivery within the executive team. This key appointment will enable us to move quickly to cement our position as one of the UK’s leading providers.”