LV= General Insurance (LV= GI) has appointed Jon Mansley to the newly created role of sales and marketing director.

He will take on his new role on with immediate effect, reporting to Heather Smith, managing director of the LV= GI Direct business.

Mansley will be responsible for bringing together the marketing and distribution strategies and delivery models.

He joined LV= GI in 2016 and over the past three years has been responsible for managing the digital transformation of the business, which has included integrating digital capabilities into the customer experience journey.

Prior to LV=, Jon worked at Aviva.

Smith said: “I’m really pleased to have appointed Jon as our new sales and marketing director. Jon has over 20 years’ experience in financial services marketing across banking, insurance and investments and has built a strong reputation as a commercially-minded leader.

“In the time he’s been with LV= GI, he’s done a fantastic job of transforming our digital and data capabilities, elevating us to amongst the digital leaders for our sector. Our brand, and what it represents, is something we’re extremely proud of and I have every confidence that Jon will continue to drive increasing value from our marketing spend in a very crowded market place.”

Mansley added: “The market we operate in is extremely competitive, with hundreds of providers offering insurance, so having a strong brand which customers know they can rely upon is incredibly important.

“Ensuring our customers trust our brand and know they’ll get great products and service is something we take very seriously and I’m looking forward to working with my new colleagues to help build upon the great work they’ve already achieved.”