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.