Ageas has appointed Mark Hanson as marketing director for its two over 50s insurance brands, RIAS and Castle Cover, which have a combined base of over one million customers.

With over 15 years of insurance industry experience across all marketing disciplines, Hanson is responsible for brand, customer proposition, customer acquisition, ecommerce, knowledge management, and product management.

Two distinct brand propositions are being developed to reposition the RIAS and Castle Cover brands, with the aim of appealing and attracting different customers within a growing over 50s insurance market, meeting different needs across channels, service, products and pricing.

In addition, Hanson has begun to build an effective customer insight capability.

He previously worked at AXA Life, Lloyds TSB Insurance and Zurich Insurance Group and joins the executive management team, reporting to managing director of RIAS and Castle Cover Peter Corfield.

Hanson said: “With a growing market of 23 million over 50 consumers in the UK, it’s a great time to be leading the marketing activity for RIAS and Castle Cover. We have already begun developing the brands and customer propositions and we have some exciting initiatives planned that will meet customer needs and support the growth of our business.”

Corfield added: “Mark has a fantastic track record in transformational marketing activity and I’m delighted he has joined our Executive Management Team. We need to continue to grow our presence in the diverse over 50s market and already Mark and his team have made significant strides to change the way our brands work and look, ensuring what we offer is exactly what customers want from their insurance brands.”