AXA Affin General Insurance CMO Rebecca Tan joins Generali Life HK

CMO of AXA Affin General Insurance Rebecca Tan (pictured) has joined global insurance and asset management provider Generali Life Hong Kong as chief distribution and marketing officer, according to her LinkedIn. AXA’s spokesperson confirmed that she has moved on from the company.

She was previously with AXA for eight years and was responsible for marketing and digital strategy, product segmentation and development, brand and communication management, customer experience management, as well as the development of bancassurance and eCommerce distribution. A+M has reached out to Generali Life Hong Kong for comment.

Prior to that, she was head of accident and health at Ace Synergy Insurance for over two years, during which she oversaw the overall growth and profitability of its accident and health portfolio. Tan also worked at AIA and Citibank as head of direct marketing and manager, investment and insurance, respectively.

During the 2018 Digital Marketing Asia conference in Kuala Lumpur organised by A+M, Tan said the solution to low open rates for electronic direct mailers (EDM) is to refrain from spamming consumers. This is despite the fact that EDMs are the easiest and most economical ways of targeting consumers. She also advised marketers to personalise their EDMs to capture consumers’ attention. Personalisation, according to Tan, is one of the key drivers of a customer experience strategy and its success.

“It’s about connecting with customers in a humanised manner, and adapting the customer experience to the specific needs of the individual,” Tan said. This will ultimately result in increased customer loyalty, higher propensity to buy more products and recommendations to family and friends, she added.

Meanwhile, AXA recently appointed WPP’s Wavemaker and GroupM to handle global media duties. The account covers more than 30 markets across Asia Pacific, EMEA and Latin America. Wavemaker will be handling all markets except France, which will be overseen by GroupM.

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