AA Business Services and Drivetech, part of the AA, are setting plans for future growth in place with a brace of new appointments. 

Sarah Millward, formerly AA B2C Strategy Director, SMR, has been appointed to Director of OEM and New Business, while Leo Taylor is now Head of Products, a role pioneering product development across both AA Business Services and Drivetech.

Millward has been part of the AA team for 22 years, covering a number of roles, mostly in roadside operations. This includes managing The AA’s prestigious ’yellow’ fleet, the parts supply chain, uniforms and consumables, as well as commercial products Key Assist, Fuel Assist and Battery Assist services, while more recently developing the brand’s direct-to-consumer strategy for service, maintenance & repair (SMR). In her new role, Millward will lead and own The AA’s manufacturer relationships, working with them to provide fanatastic customer experience across a breadth of services and to create new opportunities, focusing on supporting customers within the context of the changing dynamics of the automotive industry and the impact of technology.

“I’m really looking forward to returning to a customer-facing role. I am lucky enough to have had multiple roles across the company which has given me a broad and deep understanding of all parts of the AA, as well as the automotive industry. I am excited to be sharing my vast experience with the Business Services team and our customers,” said Millward.

Since joining in 2020, Taylor has brought a wealth of experience and history of fast-paced intrapreneurship to his Drivetech role, following almost 20 years of experience in business development, sales strategy, new product introductions and product management in roles at businesses such as Alphabet and BMW Group. Taylor’s extensive background spans both domestic and international operations within these organisations.

Additionally, Taylor’s appointment reflects the business’ commitment to substantial investment in digital services for customers. “There is a significant business opportunity for the AA to provide more tailored services for business customers, and an opportunity for us to forge stronger relationships with our customers as a result,” said Taylor. “I’m really excited about bringing my substantial OEM and Drivetech experience into the wider AA Business Services remit, as we lay the ground for substantial future growth, while also aligning our products with the new consumer duty regulations that are coming in. The opportunities in this sector really are immense.”

“We are really excited to strengthen our team with two new exciting appointments,” concluded James Starling, Director, AA Business Services. “Prospects for product development growth span across all areas of the AA and Drivetech, including mobility, accident management, banking, insurance, SMR and, of course, driver training, as part of our work to help drivers, fleets, and OEMs with optimising the customer experience and delivering the transition to electric vehicles.

“Our commitment to evolving services that add value to our customers goes from strength to strength. As a business, we are fully committed to supporting businesses with this pivotal change with innovation and drive, every mile of the way.”

To find out more about AA Business Services, please visit: https://bit.ly/3fXnVku.

For more information on Drivetech, visit drivetech.co.uk.