Standard Life Assurance Co. of Canada, has appointed Denis Berthiaume as senior vice president, retail markets, effective April 16.

Berthiaume’s main responsibilities will be to develop and implement the marketing, sales and customer services strategies for retail markets to achieve its corporate goals of growth and profitability.

As a member of the executive committee, Denis will participate in developing overall strategy, long-range planning and project determination while assessing the global impact of the marketing, sales and customer service strategies. He will oversee the management and control of our distribution and sales networks with a view to increasing market share profitably.

Denis joins the firm from Desjardins Sécurité Financière, at which he held the positions of senior vice-president, individual insurance and president of Gestion SFL. Prior to his 10-year career with Desjardins, he held various management positions in two other important financial institutions in Quebec.