Aflac has appointed Robert R. Ruff as its new senior vice president of strategic growth.

Ruff will report to Aflac executive vice-president and chief distribution officer Richard L. Williams Jr.

In his new role, Ruff will be responsible for executing growth initiatives, which include “product strategies, business development and market development, as well as leading key management activities and collaboration within US operations,” a release said.

“With our focus firmly set on achieving growth at Aflac, I believe Bob’s reputation for leading high-performing teams and his industry knowledge will strengthen Aflac’s opportunities for growth,” commented Williams. “I look forward to his contributions and know that he will be instrumental to the future success of Aflac.”

Ruff has over a decade of leadership experience in the employee benefits industry. He was most recently vice-president of Core Market Underwriting at Unum – a role he had served in for the past three years. Prior to that, Ruff held positions of increasing responsibility at Colonial Life, including vice-president of broker market services.

He received his Bachelor of Science degree from Virginia Tech and a Master of Business Administration degree from Clemson University.