Farmers Group Inc. has created two new positions and expanded the roles of five senior managers to enable the insurer to more effectively respond to customers and better align its leadership team around its core businesses, according to CEO Jeff Dailey.

Mhayse Samalya has been named president of the Farmers Brand, a new position within the company. Previously, he served as head of distribution.

Samalya will oversee all aspects of the company’s personal-lines business, including the integration of Farmer’s 21st Century Insurance Co. into the group brand.

Farmers acquired 21st Century, a direct writer of auto insurance, from American International Group in 2009.

David Travers has been named to the second new position at Farmers, chief operations officer. Travers, who most recently served as head of service operations, will oversee all operational areas, including information technology.

Sharon Fernandez succeeds Travers as head of service operations.

Tony DeSantis, who served as president of 21st Century, has been appointed president of personal lines, replacing Brian Dwyer, who left the company to pursue other interests. DeSantis will lead Farmers’ PL product development, pricing and underwriting functions.

Steve Boshoven is now responsible for the company’s specialty business unit as president of the foremost brand, adding Farmers’ Bristol West business unit and all independent-agent distribution to his portfolio.

Tim Madden, president of the insurer’s Bristol West business unit, and Bob Sadler, leader of Independent Agent distribution, will report to Boshoven.

Finally, Deborah Aldredge, Farmers’ chief people officer, has been named chief administrative officer.

Aldredge will oversee Human Resources, the University of Farmers, Government and Industry Affairs, Risk and have administrative oversight for internal audit, which reports to the Farmers Group Inc. and Exchange Audit Committees.