D2C insurer SunLife has hired Mark Jones, previously head of protection at LV=, to lead the development of its protection retail business.
From 1 June 2015, Jones will be responsible for further enhancing SunLife's market share in the UK's protection industry.
With over 27 years' experience in financial services, Jones was head of protection at LV= from 2009. He left the insurer last year.
Prior to that, Mark was head of protection marketing for Friends Provident (2000-2009) and held senior roles at Abbey Life (1987-2000).
Jones' role as protection director will report to SunLife's managing director Dean Lamble.
Lamble said: "I am delighted with our appointment of Mark. He is a highly respected industry leader in protection with a great degree of passion to change the way consumers are engaged and served in the protection market.
"SunLife sees protection as one of its core focus areas for the future and is already seeing success in its recently launched direct-to-consumer offerings."
Jones said: "[Sunlife's] focus on developing innovative propositions with straightforward, affordable and rewarding products, plus simplified customer journeys that give people the ‘retail experience' they want is what really resonates with me.
"I believe this focus will enable SunLife to engage with new protection customers and take a bigger slice of an enlarged UK protection market - and I'm excited to be part of that."
SunLife had recently undergone a rebrand and repositioning to take "advantage of the growing need for direct-to-consumer retail experiences in financial services."