The newly created role covers the group’s Art and Private Client division, which encompasses its high net worth home, motor and fine art lines, sold via brokers and direct to customers.
Perry brings with her over 30 years of industry experience to Hiscox and joins from RSA, where her most recent position was Partnerships director. Prior to this, she held positions as sales director, business transformation manager and operations manager at RSA.
She will be based in York and report to Ross Dingwall, Hiscox UK’s Distribution director.
Commenting on her appointment, Dingwall said: “We have ambitious plans for APC and recently reviewed the capability and structure of this division to ensure we are well-positioned to deliver these.
“One of the outcomes of our review was the creation of this new role, which brings together several component parts of the business to simplify our structure and strengthen our expertise.”
He added: “Cheralyn will be responsible for creating a distribution and acquisition strategy that ensures APC’s long-term growth and profitability, whilst maintaining our market-leading position. I look forward to seeing this important area of our business evolve under her leadership.”
Perry added: “Hiscox has been admirably leading the market, looking after people’s homes and property for over 30 years, and I am delighted to join the team and to help shape its future for the next decade.”