He will be responsible for the strategic direction of Sovereign’s brand and communications.

Perrin has 18 years’ experience building and leading fully integrated and digital specialist marketing teams across a range of key finance and telco businesses including GE, Prudential (UK), T-Mobile (UK) and Telecom. Perrin was previously ANZ’s head of digital marketing.

“I’m thrilled to have the opportunity to drive a more digitally focused approach for one of New Zealand’s leading organisations in a highly competitive category. Building on Sovereign’s 25 years of helping Kiwis take charge of their lives, we’re poised to push boundaries even further to find new and effective ways of addressing the issue of underinsurance in New Zealand,” he said.

Sovereign’s chief marketing and innovation officer, Chris Lamers, says Perrin’s strong integrated marketing and digital experience is critical as Sovereign focuses on targeting New Zealanders who have not traditionally engaged with insurance companies.

“Last year we started the journey of shaking things up in the insurance industry and as a result thousands of New Zealanders now have peace of mind knowing that if they can’t work, we’ll look after their finances.

“With James’ expertise we’re ready to significantly increase investment in our digital strategy, with the ultimate aim of continuing to help New Zealanders take charge of their lives.”