Vision 100


Amanda Mackenzie

Chief marketing and communications officer


Amanda Mackenzie puts into the industry as much as she takes out, receiving an OBE in the 2014 New Year’s Honours for services to marketing. She sits on Aviva’s group executive committee and says to get to board level, you need to be clear on what marketing can do and be able to show how customer insight can drive growth. She has worked at BT, British Airways Airmiles and British Gas (she must have liked the word ‘British’) and is a former president of The Marketing Society. She is currently on a two-year secondment from Aviva, where she is leading a UN development project. It intends to achieve the UN’s Sustainable Development Goals, which include ending extreme poverty, hunger and achieve gender equality.

Biggest challenge: "Innovating in a 300-year-old business."