Mr Kitson joined the then Norwich Union 14 years ago as head of brand and marketing, focused primarily on intermediary business. His current role on the UK general insurance (UKGI) board covers sales and marketing for both the direct and broker businesses, as well as RAC and partnerships.
Janice Deakin will continue as corporate sales director until March 2010 when her current role will cease and she will take on a new role.
Igal Mayer, CEO of Aviva's UKGI business, said: "I thank John for bringing so much to Aviva over the last 14 years, from driving the early growth of Norwich Union Direct to his recent prominent role in our rebrand to Aviva.
"Alongside the news about John, we've been planning changes to our future sales and marketing team to take us forward, not just for the next six months while John very much remains our sales and marketing director, but for the long-term future."
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