RBS restructures top marketing roles in brand-led strategy return

RBS Insurance has restructured its senior marketing team, reverting to a brand-led structure just two years after axing it in favour of group roles.

The changes will see Mike Tildesley, currently acquisitions and retention marketing director, take over as marketing director of Direct Line and Green Flag, while Lisa Mackay-Smith, director of brand and proposition, will become marketing director of Churchill and Privilege.

Both will report to managing director Crawford Davidson, who joined from Norwich Union in the summer (MW April 30).

Tildesley joined as Direct Line marketing director in September 2005. Mackay-Smith, the former director of strategy, took over from former Churchill marketing director Peter Corfield after he left last year (MW September 27, 2007).

The brand-led roles were scrapped two years ago with the arrival of Roger Ramsden, the former marketing chief at Prudential, who joined RBS as director of marketing and strategy. He has since left to join Saga, as marketing director.

RBS Insurance is also recruiting a replacement for customer insight director Nigel Grimes, who left last week. Grimes joined just over a year ago (MW September 13, 2007).

The restructure follows Royal Bank of Scotland Group’s decision to put its insurance division up for sale. It is thought the economic downturn has hampered interest in the business valued at up to 6bn. However, CVC is understood to be in exclusive talks with RBS over acquiring a 51% stake.

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