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AA spearheads new product development with chief innovation officer role

The AA has appointed James Frost to the newly created role of chief innovation officer.

James Frost, chief innovation officer at the AA

The breakdown provider said the position is a “crucial” new one that will bring a major focus on new product development, strategic brand evolution and critical product marketing capabilities and performance.

Commenting on Frost’s appointment, 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.”

James joins from Worldpay Inc, where he was UK chief marketing & commercial Officer, and has previously held roles as marketing director at Nectar and overseeing pan-European brand communications and innovation for Unilever’s detergent brands.

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day.