Aviva Romania, the local unit of UK-based insurer, has appointed Mihai Popescu as chief executive, with effect from May 31.

Prior to joining Aviva, Mihai Popescu (photo) served as marketing and sales director of Alico Insurances (former AIG Life).

He replaces Shah Rouf, who left his post at Aviva Romania in February 2010 to take up the CEO responsibilities at Aviva Sri Lanka.

Mihai Popescu joined Alico (former AIG) in 2003 as manager Financial Institution & Group Management Division and in 2008 he was promoted as marketing director after the development of bancassurance and employee benefits divisions.

Popescu held various positions at Citibank (2000-2003), where he served as relationship manager, global relationship banking and spent another five years in various marketing and sales management positions at P&G Balkans.

Aviva controls 3 companies in Romania, namely Aviva Life Insurances, Aviva Private Pension Fund and Aviva Investors Romania (acquired in November 30, 2007).

Aviva began operations in Romania in 2000 and has over 50,000 customers (excluding credit life insurances) and £27 million funds under custody.