Axa Insurance has finalised its senior line-up with the appointment of Lee Gladwell as director of personal lines.

Gladwell joins from NPI, resuming a long-standing relationship with chief executive Andy Homer formed during their time at Commercial Union. Towards the latter stages of his career at CU, Gladwell focused on corporate partnerships and change management.

He picks up from Mark Cliff, commercial lines and intermediaries director, and Barry Smith, customer services director, who have filled the role temporarily since Rob Ryan stepped down. Ryan is now working on an e-commerce project for Axa.

Gladwell's new role will also include responsibility for Axa Direct and corporate partnerships.

Chief executive officer Andy Homer said: "The branch changes are complete. Our strategy of bringing in new talent to complement existing experience is evidenced by Lee's appointment."

In another move announced this week, Simon Rhodes, director of marketing, is to leave at the end of March. He is seeking an opportunity outside the industry, after completing the brand development programme.