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.
New Product development