Wesleyan has made Vicki Wentworth its new chief customer and strategy officer, a new executive management position reporting to the group chief executive.
Wentworth previously worked as brand & marketing director at LV= before joining Wesleyan.
Before that Wentworth worked at Aviva for nine years, and prior to that was an Army officer having graduated from Sandhurst.
Wentworth will oversee Wesleyan's growth strategy with responsibility for marketing, business planning and HR as the insurer aims to increase its presence in its target markets.
Craig Errington, group chief executive of Wesleyan, said: "Wesleyan has ambitious growth plans for the years ahead, with the aim of making us the provider of choice in our specialist markets.
"We need to build on our past successes and existing strategy to enable us to take advantage of the opportunities that lie ahead.
"Vicki's experience will prove invaluable to us as we look to develop our offering to customers, build up our online and digital presence and increase our market share."