Global insurer RSA has appointed Lloyd East as new managing director for its Oman business Al Ahlia Insurance.

Lloyd has more than 20 years experience in the financial services industry having led joint ventures, strategic alliances and strong teams.

Prior to RSA in 2009, Lloyd was a director of Principle Insurance and as such was actively involved with the launch of Salaam Halal Insurance, the first Islamic motor insurer in Western Europe.

In his career, he held various senior management positions with several financial services organizations in the UK, such as managing director of the Automobile Association’s Personal Financial business.

Lloyd will replace Tony Chaudhry who led the integration of RSA Oman and Al Ahlia over the last 12 months.

Chaudhry will take up his new role as CEO of Balta, RSA’s business in Latvia.

Al Ahlia Insurance chairman Anwar Ali Sultan said that the appointment of Lloyd East as managing director will enable Al Ahlia to benefit from his extensive financial services experience and for him to lead the company growth agenda for 2011 and beyond.

RSA Asia & Middle East CEO Jon Hancock said that Lloyd is ideally suited to lead the business in Oman as he has a strong track record of delivering robust results joined RSA with the intention of continuing in a leadership role with P&L accountability.

"Oman is a key market for RSA and with a strong market presence; Al Ahlia is well placed to provide world class insurance solutions for individuals and corporate clients, backed by excellence in customer service and claims management," Hancock said.

Al Ahlia Insurance provides personal and commercial lines insurance including motor, property, engineering & marine insurance.