Cath Keers has been appointed as a non-executive director of LV=.

She has over 20 years marketing and sales experience. Most recently she worked at O2 as customer director and was responsible for overall strategy and reorganisation of the business. Prior to this, she was marketing director for six years.

Before joining O2 in 1996, Keers held senior roles at Next, Avon, BSkyB and Thorn EMI. She also is a non-executive director of the Royal Mail group, Telefonica and the Children’s Mutual.

She will join existing non-executive directors Dennis Holt (chairman), Gill Nott, John Edwards, Ian Reynolds, and Mark Austen and will take the total number of board members to nine.

Keers said: “I am very much looking forward to joining the LV= board. I feel a strong affinity with LV= and the journey that the company has undertaken since its rebranding in 2007. I believe that LV= has a great customer offering and I look forward to working with the rest of the board to help the company continue its success.””