AXA creates new marketing director role

AXA Insurance has appointed Tina Shortle to a new role of marketing director.

She will lead the development and implementation of all of AXA’s general insurance’s marketing activities across both its direct and intermediated products.

Shortle was a founder member of the Swiftcover team and heavily involved in launching the first online motor insurance brand in the UK. More recently, she was marketing director of Swiftcover and also of AXA’s growing direct business, where she looked after both the household and travel product lines.

Prior to joining Swiftcover in 2004, Shortle 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.

Shortle, who took up the new role on 1 January 2010, will 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.

AXA Insurance chief executive Philippe Maso said: "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.”