Michael Hawker, CEO of the newly badged IAG (formerly NRMA Insurance) has announced a revamp of the No 1 insurer’s top ranks. Ian Brown, who guided the company through the difficult months followjng the departure of Eric Dodd, has been confirmed as Deputy CEO, and will provide the insurance knowledge and support for Mr Hawker, who was recruited from a bank.

But the appointments of two insurance outsiders to take over marketing and “culture and reputation” are stirring most interest. Karen Baylis, formerly head of sales and marketing for Qantas in the Americas, will take over at IAG from Pierre Fenech. Mr Hawker said Ms Baylis has extensive experience in the sales and marketing roles, managing the largest overseas office in the Qantas empire.

Samantha Mostyn will join the company on February 25, becoming chief culture and reputation officer. This new role groups responsibility for human resources, internal and external communications, government relations, corporate brand and corporate social responsibility.

Ms Mostyn was formerly director of corporate development and acting director of human resources at Optus. Prior to that she was group director of human resources at Cable & Wireless in the UK.

Mr Hawker said the executive changes are designed to direct management focus towards the core business and support functions. “We are very good at our core business of insurance, but need to strengthen our customer service, culture and reputation,” he said.