The insurer has promoted former Direct Line lead marketer Kerry Chilvers to the role of director of brand, customer and proposition across its brand portfolio.
Chilvers will lead a new team that will look to 'create space' between its brands and ensure that customers receive a more brand-specific experience. She will report to Crawford Davidson, managing director for marketing and international at RBS Insurance.
According to Chilvers, the aim of the changes is to make better use of the 'strength' and 'awareness' of its brands, by ensuring that other customer touchpoints are more relevant to the brand in question. In the case of Direct Line, that means 'cash-rich, time-poor' younger consumers, while Churchill brand will be tailored to older, 'more cautious' customers.
As part of the structure, Amanda Walker has been appointed interim head of marketing for Churchill, Privilege and Green Flag. Walker joins from frozen-food company Findus, where she was group category director for Europe. She has previously held marketing roles at Heinz and Kraft.
Meanwhile, former Npower head of brand and marketing services David Coutts has been hired as interim head of marketing for Direct Line and partnerships. It is not known how long Coutts and Walker will occupy the positions.
Cara Hurlock has been promoted to the new role of head of customer and market insight, while Chris Bottle takes up the role of head of marketing services and financial promotions. Both will report to Chilvers.
Separately, Peter Deane, the former Churchill and Privilege marketing director, has left the business to 'seek new challenges' in marketing consulting and interim management.
Under pressure from the European regulators, RBS has agreed to divest its insurance business by the end of 2013.
As a result, the operation is in the middle of a transformation process to prepare for business outside RBS, including the implementation of independent back-office systems, as well as a fresh overall corporate identity.
The project to devise a new corporate brand is being led by marketing director for personal lines Mike Tildesley, who assumed the title of director for brand transformation in February.
RBS INSURANCE TIMELINE
1985: Launch of Direct Line as the UK's first telephone insurer, funded by RBS
1989: Churchill Insurance rolled out, backed by Credit Suisse
1999: Direct Line bought roadside insurer Green Flag
2002: Churchill acquired Prudential's insurance business
2003: RBS paid Credit Suisse £1.1bn for Churchill
2009: RBS unveiled four-year plan to sell its insurance business.