Aviva appoints new UK marketing director

Aviva has appointed Gary Price as marketing director of its UK business.

Price will be responsible for customer insight, strategy, brand, sponsorship, communications and corporate responsibility across Aviva's UK life and general insurance businesses.

The creation of this new role follows the creation of Aviva's new UK organisational structure and senior management team, designed to bring the life and general insurance businesses closer together, last month. Price will report to Cathryn Riley, who was appointed UK commercial director in November.

Price was most recently responsible for the reattribution of the inherited estate at Aviva, which saw £470m paid out to customers of its with profits funds. Price joined Aviva in 2005 as director of customer experience for the UK’s life business and subsequently worked on the rebrand.

He previously worked for Egg for five years in roles including customer services director and CIO and prior to that spent 20 years at HSBC gaining experience across areas including branch banking, operations, call centres and internet.

Cathryn Riley, commercial director of Aviva’s UK business, said: “Gary will play a pivotal role in bringing a common approach to our customers, brand and communications. His customer insight and leadership skills will be a great asset as we take the UK business to the next level.”