Key new hire to drive transformation at AA Business Services

Key new hire to drive transformation at AA Business Services

The AA’s Business Services division has made a game-changing new appointment to further future business growth, welcoming James Starling as Business Services Director.

A former GB international athlete, Starling joins from a strong, commercially focused business growth background, including roles as chief commercial officer at SMH Fleet Solutions, in addition to corporate director and head of corporate new business at Lex Autolease. Starling also brings extensive automotive experience to the position, following roles at Toyota Financial Services, Renault Financial Services and Ford Credit.

Within the Business Services division, Starling will focus on growing core focus business areas, including automotive, finance institutions, leasing and small medium enterprises. New products and services development are a key priority, and continuing to drive innovation, from self-service delivery and app strategy, and enhancing the digital journey for B2B clients, are key aspects of Starling’s remit. As well as this, James aims to utilise the AA’s best in class customer service to better support the customers of its business partners, and also continue the AA’s EV and connected car leadership for the long-term.

Starling commented on his appointment: “I have joined the AA’s Business Services division to help drive its future growth ambitions as it continues to evolve its products and services to business. I am really excited about the journey ahead.

“One of the UK’s most well-known and beloved brands, the AA has long been at the forefront of innovation and change in the fleet sector, supporting businesses of all sizes to make the transition to future fuels, while enabling business growth. In short, the AA understands the concerns of businesses like no other.

“I am looking forward to strengthening existing customer relationships and developing new ones, and to driving substantial performance and growth for the AA’s Business Services division.”

Dean Keeling, Managing Director Roadside Services at the AA, added: “James brings a dynamic, customer-centred approach that will help shape the future of our business services offer at a time of great technological, regulatory and environmental change in the marketplace.”

To find out more about AA Business Services, please visit:

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