RSA seeks group chief in customer-friendly drive

More Than owner Royal & SunAlliance (RSA) is hunting a group marketer as the insurance giant seeks to adopt a more customer-friendly face.

The appointee will be responsible for heading its customer insight. Other high- level marketers are also being sought to help to put the customer “at the heart” of RSA’s strategy.

RSA is believed to be keen to make an appointment at group director level, although the position is unlikely to be board-level. Currently it has no group marketing function, with each region handling marketing on an individual basis.

It is not known if the customer insight team will have international responsibilities. The insurer has operations in regions including Sweden and Canada, as well as the direct brand More Than in the UK.

The company believes it must strengthen customer insight but says no specific roles have been created. It is focusing instead on employing the “right skill set”. It is thought to be looking at senior figures outside the financial services industry.

A spokesman says: “We are always on the look-out for new talent, particularly in marketing and customer insight. We are moving to put the customer at the heart of our strategy and are talking to people about potential roles.”

The move follows a number of changes at More Than and RSA in the UK. Earlier this year, More Than marketing director Mike Holliday-Williams was promoted to managing director.