AA names first 'innovation' chief, heading marketing communications, digital and more

The AA has named its first chief innovation officer, a multi-faceted role that includes responsibility for external comms and campaigning plus marketing and brand development.

James Frost, formerly UK chief marketing & commercial officer at payment processing company Worldpay, has taken the position, which also encompasses product development and innovation, business transformation and digital development.

It's the most senior marketing communications role at the AA, reporting to CEO Simon Breakwell. AA president Edmund King oversees external comms and public affairs, as well as the AA Charitable Trust.

On the new appointment, Breakwell said: "This role is critical for the future success of our business and James will be a key member of our executive team. He will drive and deliver the AA’s commercial, product and digital strategy, owning strategic development of our brand, and playing a leadership role in building a better AA for our members."

Frost’s previous roles include marketing director at Nectar. He was also in charge of pan-European brand communications and innovation for Unilever’s detergent brands, which include Persil.

Frost, who starts his role on 1 October, said: "I am keen to get started to help map out and deliver an exciting innovative future."

The AA is said to be the UK’s largest motoring organisation, with more than 15 million members in the country. It specialises in breakdown cover, and more recently has branched out into finance, insurance, leisure and lifestyle services.

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