MARK Rothery, the 43-year-old chief executive of the Southampton-based Foresters Friendly Society, has picked up a national award for the way he has managed change to generate an extra £31m of assets.

It was Mark's job to shake a 170-year-old financial organisation into the 21st century without provoking the ire of loyal members.

He is one of five company directors across the UK to receive the Director of the Year award, sponsored by professional services firm Deloitte.

Other winners included Sir Peter Michael, chairman of Classic FM.

Mark said: "The award is not something you enter so I had no idea I was even short-listed. News of it came as a total surprise and obviously I am absolutely delighted.''

An awards spokesman said the accolade was recognition of all that was best in UK business.

He said: "Each of our winners has demonstrated a will to succeed and overcome obstacles and has a proven track record of improving their sphere of influence.''

Mark has spent his entire career in financial services and joined the then Ancient Order of Foresters as an internal audit assistant in 1991. He was appointed chief executive four years ago.

Under his guidance the 170-year-old society has been modernised without losing the traditional ethos so important to its members.

The name was changed - now Foresters Friendly Society - and, in order to develop a structure more in keeping with the 21st century, Mark introduced measures to streamline the operation.

District offices were amalgamated into one HQ and he toured the UK to hold open meetings and explain the move to members.

Mark also secured the first ever takeover in Foresters' history with the acquisition of Tunstall Assurance in 2003.

Foresters has also become the first Friendly society to advertise on television.

Under Mark's leadership it has more than doubled premium income to £12m and total assets have progressed from £111m to £142m, making the Foresters the UK's 12th largest friendly society.

He said: "I knew the society had to modernise but there couldn't be any change in our culture.

"You can't justify the existence of this kind of organisation just on financial services. The other side, the benevolence, the groups of members, are essential.

"Some families have been members for generations. They call themselves Foresters rather than members and we are always getting calls to enrol the new grandchild."