Canada Life has announced the appointment of Jon Ford as sales director from 1 January 2013.

Paul Avis, the current sales and marketing director, will move into a strategic business development role as marketing director.

“Over the last few years we have invested heavily in sales and marketing and Jon’s appointment will free up Paul from the day to day running of the sales team to concentrate on proposition and market development initiatives,” said Doug Brown, chief operating officer (UK).

“We are mindful that we need to support our adviser community in ever more sophisticated ways, take advantage of new communications mediums, ensure we maximise the opportunity afforded by continuous legislation and Paul is the perfect person to take the lead on these initiatives.”

Avis said: “I am incredibly proud of the work that the sales team has done to reposition Canada Life as the value and proposition leader in the marketplace and the success that we have had in both gaining and retaining business in what has been a challenging environment. We are facing unprecedented challenges and opportunities in a rapidly evolving market and the development of e-commerce, specifically our CLASS proposition, social media and legislative leadership warrant an increased focus as we seek to further support our advisers to maximise the opportunities we are presented with.

“We believe that Jon’s experience in scheme underwriting and operations ideally places him to ensure that each and every case is fully considered to achieve our new business and retention targets.”

Ford added: “One of the areas that I have not previously worked in a full time capacity is sales but having undertaken joint work with Paul and the sales team over many years, it is a challenge that I will wholeheartedly embrace. I fully understand the importance of price in the marketplace but also how difficult it is to convey the importance of service, proposition and claims capability to employers in the current climate when undertaking a client review.

“Having Paul focus 100% on the marketing side will boost adviser and employer understanding of what Canada Life does best, move us to the forefront of technical and thought leadership whilst ensuring there is complete clarity over the depth and breadth of our proposition.”