Etherington was previously chief operating officer for UK life business and in his new role he will be responsible for all sales and distribution including bancassurance, broker sales, new distribution.
Jim Sykes, has been appointed chief operations officer, broadening his existing remit as head of legacy to include responsibility for operations and business controls and the legacy remediation programme alongside his existing remit.
Paul Kenmir, currently e-capability director, is to take on the role of head of outsourcing, IT and change.
In addition, Tim Bailey has taken over the position of strategy and planning director from Gary Williams, who is to move to the global life central team. Bailey joins from Axa.
David Sims, CEO, Zurich UK Life, said: “We are now well placed to deliver significant profitable sales growth going forward.
“To achieve the significant increases in market share we are looking for, we must change our organisation structure so that it is geared towards expansion.”