Standard Life has appointed Andy Mitchell as president of Performa Financial Group Ltd., its mutual fund dealer subsidiary.

In his new role, Mitchell will be responsible for the improvement and implementation of a strategic plan for Performa to ensure its continued growth as a leading mutual fund dealership. In addition, he will be charged with developing client relations and services.

“Performa is an important component of the marketing and sales division, Retail Markets. This appointment follows Standard Life’s efforts to deploy a more effective distribution strategy for this division. It is also part of a new business plan to ensure significant growth and continued success of the dealership,” said Claude Garcia, president of the Canadian operations of Standard Life, in a news release.

Mitchell joined Standard Life Mutual Funds in Toronto in 2000 where he held the position of regional VP and senior consultant. He holds an MBA from Dalhousie University and is a Fellow of the Institute of Canadian Bankers.