Roots will work across the group’s portfolio of insurance brands – which includes Direct Line, Churchill, Green Flag and Privilege – to drive the performance of their digital sales and customer service offerings.
Darrell Evans, managing director of sales, service and partnerships at Direct Line Group, says: “Ash will play a huge role in ensuring our digital offering reflects our customers’ needs and anticipates in their behaviour.”
Roots will join Direct Line Group, which is to be floated by owner Royal Bank of Scotland as a condition of accepting Government aid in 2008, in November.
He has served at Three for more than 10 years and has held the role of head of online since 2007. In that time he has focused on leading the transformation of Three’s online offering across web, mobile and apps.
It is not yet known whether his role at Three will be directly replaced.
Three’s current director of marketing is Tom Malleschitz. He joined the company from Austria Telecommunication in July 2011.