Gilles Normand will join the executive team on 25 November, focusing on improving alignment and execution across the over-50s business and driving the digital and marketing transformation.

He has previously spent 10 years in executive positions at several companies within French personal lines insurance group Covea, and held senior positions in marketing and strategy for the French Banking Federation and Credit Agricole.

“I’m excited to be joining Saga, a much-loved brand which is going into its next chapter as it progresses the new strategy,” Normand said. “I look forward to working with the talented team as we continue the transformation.”

Saga has also appointed Cheryl Agius its new chief executive of insurance.

Both Agius and Normand will drive the Saga transformation programme which was announced in April. 

Lance Batchelor, chief executive at Saga, said: “They both have strong and very relevant experience of strategic delivery and will build on the momentum we have already created.”

Batchelor announced in June that he will stand down from the business after the group’s shares dived to a record low in April.