Shortle will lead the development and implementation of all of Axa’s general insurance marketing activities across both its direct and intermediated product suite, including retaining her Swiftcover responsibilties..
She took up the new role on 1 January 2010, and will now 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 of Axa Insurance, says: “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.
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.
Yesterday, Swiftcover.com unveiled a £30m marketing campaign that again featured Iggy Pop alongside a puppet version of the rocker.