Direct Line Group announces reorganisation of senior management responsibilities

Direct Line Group today announces a reorganisation of senior management responsibilities as the Group continues to transform the way it works to deliver an end to end customer experience. As part of the reorganisation, the Group has appointed three new members to the Executive Committee. The Group also announces that Mike Holliday-Williams, Executive Director and Managing Director of Personal Lines will step down from the Direct Line Group Board at the end of June 2019. 

Penny James, CEO of Direct Line Group said:

“2019 is a pivotal year in our journey, as we move from the development phase of the various platforms, to integrating them into our business and changing the way we work so we can deliver an end to end customer experience.

“The new appointments we are making will help us to simplify our operating model and increase the speed and agility with which we work. Together with the investments we are making in technology, I am confident that we can deliver a step-change in our capability and efficiency with the objective of helping us to grow our profitability.

“Mike is extremely talented and during his 5 years at the Group he has been an outstanding leader and developed an incredible team, I will be sad to see him leave. Mike’s relentless focus to ensure that we placed our customers at the heart of everything we do, will live on as we enter our next chapter.”

The changes include three new appointments to the Executive Committee:

  • Kate Syred, Managing Director of Household & Partnerships, will have her remit extended to include leading our customer outcomes initiatives and mapping out what we need to do in the future to grow the business. Kate will also continue to run the Home, Pet, Travel, Life and Partnership businesses.
  • Mark Evans, currently Marketing Director, will become Managing Director of Marketing & Digital. Mark will continue to run marketing and will also oversee all digital capabilities that will help ensure the business continues to make progress in an increasingly digital world.
  • Gus Park, currently Managing Director of Motor, will become Managing Director of Motor, Pricing and Underwriting. As well as continuing to run the motor business, Gus will have his remit extended to include pricing and underwriting, working with the team to deliver best in class customer focused initiatives.

Other structural changes include:

  • Direct Line Group’s rescue and recovery service will move across into Commercial. Green Flag – like Direct Line for Business – is leading a new way of operating in the group by using mixed skills teams to execute agile working to enable a faster deployment of change.
  • Customer Operations and Conduct will move across into the Chief Operating Office. This will result in sales, service and claims operating together in the same area, working alongside each other to create even greater collaboration across the business.


For more information please contact:

Lisa Tremble

Head of External Affairs

Direct Line Group

Tel: 01651 834 211

Mob: 07795 234 801

Email: [email protected]

Jade Trimbee

Senior Communications Manager

Direct Line Group

Tel: 01372 839 452

Mobile: 07825 315 931

Email: [email protected]

Direct Line Insurance Group plc

Direct Line Group is headquartered in Bromley. Through its number of well known brands the Group offers a wide range of general insurance products to consumers. These brands include Direct Line, Churchill and Privilege. The Group also provides insurance services for third parties through its partnerships division, Direct Line Group Partnerships. In the commercial sector, the Group's NIG and Direct Line for Business operations offer insurance products for businesses distributed through brokers or direct, respectively.