Aviva has lured NatWest’s retail banking marketing chief to Cheryl Toner take a new top marketing role as the insurance giant continues its impressive record of hiring top female talent.
Toner, who becomes chief customer and marketing officer, joins the group executive committee and reports to chief executive Amanda Blanc.
She started her career as a brand manager at Michelin in 1994 then had spells at Inchcape, Lloyds and Axa, where she moved up the ranks and spent nearly eight years as UK chief marketing officer.
Toner switched to NatWest in 2017 as marketing director across its retail banking brands of NatWest, Royal Bank of Scotland and Ulster Bank.
She will start at Aviva, whose board is 40% women, in May and her appointment is subject to regulatory approval. Toner effectively succeeds head of marketing James Henderson, who left the company last year, although she has a wider remit.
She is also likely to work closely with Aviva’s group brand and reputation director Raj Kumar and head of customer data science Tom Spencer.
Earlier this week, the financial services company launched its new brand positioning, “It takes Aviva”, which was created by Adam&Eve/DDB, and is claimed to be its biggest campaign for five years. The company also works with Mission Group agency Krow.
Blanc said: “I am delighted to welcome Cheryl to Aviva. Marketing will play a crucial role, ensuring Aviva seizes the considerable growth opportunities in the UK. We have big ambitions to transform our performance and grow and Cheryl’s appointment is another important step towards our goal of becoming the UK’s leading insurer.”
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