Aviva has appointed Steve Treloar as the new retail director for its UK general insurance business. He will be responsible for the direct arms of Aviva and RAC.

According to Aviva, this is a new role which supports its growth plan for the Direct business. Direct represents around 25% of gross written premium for the UK General Insurance business.

Mr Treloar joins Aviva from Royal Bank of Scotland Insurance (RBSI), and will be part of its UK general insurance executive team, reporting to David McMillan, CEO of UK general insurance.

Previously, Mr Treloar, was managing director of the motor category division of RBSI, where he was responsible for motor businesses through phone, web, aggregator and broker channels. His remit stretched across all RBSI brands and also partner brands.

Mr McMillan said: “Steve’s immediate focus will be on supporting our marketing initiatives such as ‘Get the Aviva Deal’, driving RAC individual membership, further enhancing our RAC Insurance panel proposition and shaping the strategic direction of our retail business.”