Price (pictured) will take responsibility for customer insight, strategy, branding, sponsorship and corporate responsibility across the group’s range of life and general insurance businesses.

Before being given his new role, Price was responsible for the re-attribution of inherited estate at Aviva. He joined the group in 2005 as director of customer experience for Aviva’s UK life insurance business after spending five years at credit card company Egg. Previously Price spent 20 years at HSBC.

Cathryn Riley, Aviva’s commercial director in the UK, said: Gary will play a vital role in bringing a common approach to our customers, brand and communications. His customer insight and leadership skills will be a great asset as we take the UK business to the next level.”