The AA is delighted to announce the appointment of James Frost to the newly created role of chief innovation officer. This is a crucial new role with a major focus on new product development, strategic brand evolution and critical product marketing capabilities and performance.

James joins the UK’s number one breakdown provider from Worldpay Inc., where he was UK chief marketing & commercial officer, with responsibility for marketing, brand, customer perception, as well as, driving innovation and digital development across the business.  

Before joining Worldpay Inc., James was marketing director at Nectar where he oversaw the growth of the programme to become the UK’s largest loyalty scheme. Prior to this, he was in charge of Pan-European brand communications and innovation for Unilever’s Detergent brands, such as Persil.

His new role with the AA will encompass product development and innovation, marketing and brand development, external communication and campaigning, business transformation and digital development.

Simon Breakwell, AA CEO, 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, said, “I’m delighted to be joining the AA which is one of the UK’s most iconic and trusted brands with an impressive heritage. I am keen to get started to help map out and deliver an exciting innovative future.”