Sonnet Insurance has announced that, starting today, Roger Dunbar begins his new role as senior vice-president.

“With a career focused on digital innovation and improved customer experience, Dunbar will lead a multi-year strategy to establish Sonnet as the leading Canadian digital insurer,” a release said.

As SVP, Dunbar “will be responsible for driving the success of Sonnet through its growth strategy, brand enhancements, customer experience, and book of business.”

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“Sonnet is a rare opportunity to effect change in the insurance industry,” commented Dunbar. “The boldness of the Sonnet launch attracted me to the brand, and I’m driven to work with this amazing team to deliver success for the business and our customers.”

Dunbar was most recently associated with AutoTrader, where he “led the digital evolution of the brand by bringing more transparency to the used car buying experience.” He also worked for The Globe & Mail, where he “drove success by building a deeper understanding and relevance to consumers” and helped launch “Report on Business” online. He was also once with Disney, where he “grew his expertise in customer experience” through his role representing the company.


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