AXA story

Marketing at AXA is full of energy, fun and passion

AXA Blog > amy-cobern-picture.jpgI’ve been at Sun Life Direct nearly nine years and I’ve just started a new role as Website Manager. Before that, I’d worked in a number of positions across our Marketing department including Campaign Planner, Campaign Manager and, most recently, a Distribution Development Manager, which focused on looking at new initiatives and strategies. I’ve always been passionate about developing and expanding my knowledge so I was keen to get involved in the digital side of things. I’ve had a really interesting career journey here and been lucky enough to continually learn new skills and grow my expertise all within the same organisation!

We’re a direct to consumer business and we’re good at what we do - we have a range of simple life insurance products for people aged from 18 to 80 and today, our Guaranteed Over 50s Plan is the most popular Plan of its type* with over 837,000^^ customers. Our website is a vital channel for customers who want to buy or research our products. You might think that older customersdon’t use the internet but that’s simply not true. The majority of households have some kind of computing device and we recently had a customer complete an application on a PlayStation 3! So, as you can imagine, we have to constantly evolve what we do to keep up with the changing needs of our customers.

Online marketing is a very fast-paced arena which keeps me on my toes. I’m learning something new all the time. It’s my job to manage the schedule of our web changes, amend and create new content and test new features on the website to see if there are ways we can improve customer experience and sales performance. At the moment, we’re working on a number of projects and initiatives to optimise the customers’ online journey and make the site easy to navigate on a mobile or tablet. I also work closely with our back end web developers and partner agencies such as search engine ranking specialists. And I’ve only just started out in the role!

Our marketing is by no means ‘fluffy’. We have a lot to achieve and we’re very results driven. Everyone keeps up-to-date with our sales performance and we’re always striving for better. It’s very much a test and learn culture, which I love – we work hard to continuously improve and refine what we do. I work with a lot of great, talented people and we bounce ideas off one another, looking at ways to retain and enhance our competitive edge.  There’s a lot of energy, fun and passion in the office and everyone is genuinely interested in what we do. I think we have all the things that people want in a good working culture here. Although Sun Life Direct is part of a huge company, it feels personal and family-like and that makes coming into work every day enjoyable.

Amy Cobern, Website Manager

 *Most popular whole of life guaranteed acceptance plan bought directly. ABI statistics - 12 months up to 30th June 2013. 

^^837,709 Guaranteed Over 50 Plan policyholders as at 25/04/13