He will be responsible for Zurich’s communications function and reports to CEO Martin Senn.
Serna takes over the position from Pierre Goad, who is leaving to “pursue another opportunity outside the company”.
Zurich began overhauling its long term brand strategy last year to position as a source of help to customers. One facet of the strategy is the global ’Insights’ campaign which includes ads for its car, home and life insurance products in addition to its corporate and commercial products.
Serna joined Zurich in 2006 as head of media relations and is a former business editor at the Swiss daily newspaper Neue Zürcher Zeitung.
In March Zurich appointed Thomas Huerlimann to the position of CEO Global Corporate to succeed Mario Vitale.