AXA Insurance has appointed Tina Shortle to a new role of Marketing Director, leading the development and implementation of all of AXA’s general insurance’s marketing activities across both its direct and intermediated product suite.
Tina brings a whole wealth of experience. She was a founder member of the Swiftcover team and was instrumental in launching the first on-line motor insurance brand in the UK, creating an insurer that challenged the status quo and became the fastest growing motor provider in the country. More recently, she was Marketing Director of Swiftcover and also of AXA’s growing direct business, where she looked after both the household and travel product lines.
Prior to joining Swiftcover in 2004, Tina was head of marketing at Churchill Insurance from 1998 to 2003. She was also responsible for marketing consultancy on behalf of Churchill’s corporate partners and marketing activity for Prudential Insurance.
Tina took up her new role on 1 January 2010. She will be reviewing marketing activity across AXA Insurance during the first few months of the year and will update on overall marketing strategy once that process is completed.
Philippe Maso, Chief Executive, AXA Insurance said: This new role provides a central focus for marketing and reinforces our view that marketing activity is critical for success in the retail segment of the market. Our multi-channel approach to customer delivery is key to our on-going strategy and Tina’s wealth of experience particularly in the areas of direct marketing, brand building and digital communications will help us enhance our customer reach across the board.”
