Georgia d’Esterre has been appointed to the newly created role of executive head of marketing at National Friendly.

She will also join the Society’s Executive Committee.

During the past 18 months, the Society has launched four new protection products, as well as additions to its PMI range and introduced new member benefits.

It also has added its products to Iress and iPipeline and more recently joined the Income Protection Task Force.

Graham Singleton, National Friendly’s CEO, said: “We are delighted to be welcoming Georgia to the important new role of head of marketing. She brings a proven set of skills and experience to this new role.

“Our objective is to be recognised as a leading provider across a range of sectors, including income protection and private medical insurance and she will play a key part delivering that vision.”

D’Esterre added: “I’ve taken this role because I believe National Friendly is one of our industry’s best kept secrets and that needs to change. We have a great proposition, a strong brand with great heritage and a fantastic culture which shines through everyone who works here.

“As a mutual they have the enviable position of being small enough to be agile and deliver what our partners, advisers and members want and need, as well as bring a personal and empathetic touch at a time when our members need it the most.

“I want to build on the great work the existing team have already started and really propel National Friendly into the spotlight so we can continue to raise awareness and education about the importance of healthcare and protection. Recent times have shown us that you never know what’s around the corner, and to be financially fit you need to ensure you and your family are going to be ok if they become ill or injure themselves.”