Hibernian Aviva chief executive Stuart Purdy has been appointed products director for Aviva Europe.

He will remain head of the Irish business until a successor is appointed.

Mr Purdy will establish and manage two pan-European insurance divisions within the UK-based insurer – Aviva Life Insurance Europe and Aviva General Insurance Europe – which, subject to regulatory approval in Ireland, will operate from 2010. Aviva plans to set up a holding company here centralising 12 European operations.