Policy Expert has appointed Nicki Charles as Chief Marketing and Retail Officer to spearhead its strategic growth ambitions.
Nicki Charles brings over two decades of experience spanning marketing, strategy, and commercial roles within the UK’s leading financial services brands. Having held positions at Hastings Direct, LV=, and RBS Insurance, she has overseen significant transformations in marketing capability and efficiency, driving growth across a variety of businesses.
Most recently, she served as Customer and Marketing Director at Aviva’s General Insurance business. She also sat on the Executive Committee and Risk Committee of Aviva UK Digital, advising on commercial business strategy, product and proposition, brand and marketing, governance, risk and compliance, and people and talent initiatives.
In her new role at Policy Expert, Charles will be responsible for overseeing everything from brand development, marketing, and communication strategies to elevating the customer value proposition. She will also take the lead in implementing technologies and consumer-centric approaches to enhance the customer journey at Policy Expert.
Commenting on her appointment, Nicki Charles, Chief Marketing and Retail Officer, said: “I am extremely excited to join a business that has been built from the ground up with the policyholder in mind, offering transparent, data-driven and cost-effective policies for consumers across the UK. I look forward to working closely with the team at Policy Expert to accelerate growth and bring our fantastic proposition to more customers nationwide.”
Steve Hardy, Executive Chair at Policy Expert, added: “Nicki is an immensely skilled leader, whose successful track record will be instrumental in driving Policy Expert’s presence in terms of brand and market share. I am thrilled to welcome her to our exceptional team, especially as we lead the business into the next phase of growth and strengthen our position as the UK’s fastest growing personal lines insurer.”