Allianz

business change... from call centre & DM model to fully digital integrated
Initially brought in to provide maternity cover for the marketing director of Allianz's direct commercial insurance arm, the assignment ultimately ran for a total of fifteen months. During this time I helped see the business through a number of fundamental changes.

Call centre & DM centric to digital integrated model

Successfully built along the traditional direct insurance model of phone and direct mail the business had to adapt to what at the time was the changing online world. Almost overnight we had to develop a fully transactional website with all the SEM tools in the box. Re-alignment of the marketing strategy, media mix and CRM was also required.

The main trading brand - Premierline Direct -  needed an overhaul and a second brand targeting the insurance broker's core market was identified as an opportunity... thus Cornhill Direct Business was born.
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New transactional website and refreshed main brand

New Product development

  • Development of a white label business insurance capability to partner other  insurers and banks.
  • Researched the market, identified the opportunity, worked closely with underwriters to create a new Buy-to-Let product, priced it and then successfully launched it.
  • Having established a strong performing remote sales business we then exploited an opportunity to market directly to SMEs via a new door-to-door sales team. To support them I created the sales collateral and customer value model
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Launch of second direct brand targeting traditional broker market