Esurance, the direct-to-consumer insurer, on Tuesday announced that Alan Gellman has joined the company as chief marketing officer.

Gellman will oversee all of Esurance’s marketing and advertising efforts, including direct marketing, online and offline advertising, search, brand partnerships, communications, and customer experience.

Most recently at Wells Fargo in San Francisco, Gellman spent the past 10 years in various executive marketing roles, including senior vice president of digital marketing. Previously, he led strategy, research and analytics for Wells Fargo’s consumer credit group, where he established a customer engagement strategy with innovative new measurement capabilities.

Gellman began his marketing career in advertising before moving to consumer packaged goods with General Foods, Kraft and ConAgra.

Later, he spent six years with Blue Shield of California leading consumer marketing and then building and leading their e-business division.

Gellman will report to President and CEO Gary Tolman and be based at Esurance’s San Francisco headquarters.

“After a very comprehensive search, I am pleased to welcome Alan to the Esurance team,” said Tolman. “His experience in regulated industries and strong focus on digital, analytics and putting customers first will help us grow the Esurance business as we continue to drive innovation and the evolution of self-directed insurance.”

Source: Esurance