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Louise Benford

Chief People Officer

Louise is responsible for the development and execution of the People Strategy to support the business and delivering the People agenda for the group. Key areas of focus are ensuring the business has the right talent to deliver its strategic objectives, assessing and monitoring culture and ensuring the appropriate levels of capability and experience are effectively deployed across the organisation.


Louise has significant HR experience working in highly regulated environments both in the UK and internationally. Louise brings with her a wealth of HR experience in leading transformational and cultural change, building high performing teams, talent management, employment engagement and employee communications. Louise was most recently UK HR Director at William Hill plc for four years where she led a number of strategic initiatives at a time of significant business transformation. Prior to that, Louise was Personal Lines HR Director at RSA.


Roles at The AA

  • Chief People Officer

    Current role


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