At AXA Mansard, I was tasked with driving the company’s digital and performance marketing strategy. My clear goal was to increase online insurance sales, enhance brand visibility, and improve customer engagement in a traditionally offline market.

When I joined, digital sales contributed a small fraction of overall revenue, and the campaigns relied heavily on generic messaging, broad targeting, and boosting campaigns on Meta.

I conducted a full audit of the brand’s digital footprint including website analytics, campaign performance data, audience segmentation, and SEO performance. It was clear that the business was missing opportunities to connect with high-intent audiences actively searching for insurance providers.

I then developed a new digital growth strategy anchored on analytics, audience targeting, creative optimization, and channel diversification. We revamped our paid media strategy across Google Ads, Facebook Ads, and programmatic platforms, introducing tailored audience segments based on customer life cycle, interests, and online behavior. This shift from brand awareness driven campaign to conversion-based marketing meant the campaigns can reach people actively seeking health, investment, and insurance solutions.

To improve lead quality and lower acquisition costs, I worked on improving the conversions rates on the landing pages, including content optimization, creative optimization, rewriting the headlines, changing the images, and email automation after quote request. I also integrated remarketing pixels to capture and re-engage website visitors.

Beyond paid marketing, I created content marketing strategies to educate the target audience. This includes educational blog posts, videos, and social media content that answered insurance questions, positioning AXA as a trusted brand rather than just a sales-focused brand. These contents were amplified through sponsored posts, retargeting campaigns, and email marketing boosted organic engagement and inbound inquiries.

Furthermore, it was critical to create a conversion rate optimization plan to reduce website drop off, reduce bounce rate, and increase conversion rates. I worked with the user experience and product team to create an A/B test on the landing pages. By also installing Google Analytics, Hotjar, and Microsoft Clarity on the website, I was able to track the user’s behaviour on the website and know the drop off points. This helped us increase conversion rates by almost 28%.

Understanding that digital wasn’t just about our websites the business launched MyAXA Plus App, and I was in charge of the Go-to-market plan for the adoption of the app. I created an app install campaign across paid search, email marketing, and content marketing.

Next, I championed the eCommerce tracking integration on the website to help me tell an end-to-end customer journey. With ecommerce tracking, I will know exactly which campaigns lead to a sale and through which channels.

Lastly, I launched performance dashboards and real-time reporting through Looker Studio to track campaign effectiveness against KPIs such as cost-per-lead (CPL), click-through rates (CTR), and conversion rates. These insights enabled us to quickly identify high-flying channels, underperforming campaigns, optimize the campaigns, and scale high-performing campaigns.

In 3 years, the digital marketing strategy resulted in:

• Digital insurance sales grew by 13% year-on-year, resulting in over £8.3 million in revenue.
• Landing page conversion rates improved by 28%, while bounce rates reduced to 40% through continuous A/B testing and creative optimization.
• Drove 150,000 installs in 16 months generating £1.1 million in app-revenue making the app the most downloaded insurance app in Nigeria.
• Content-led campaigns increased SEO by 17% and drove a significant uplift in website traffic while also ranking 28 keywords on page 1 and 2 of the SERP.
• Acquired 80,000 leads and 55,000 paying customers.
• Google and Facebook campaigns generated over 5 million monthly impressions with an average CTR of 12%, consistently outperforming industry benchmarks.
• Owned and managed £400k marketing budget across Paid Media and Paid Social.

This integrated, data-driven approach established digital marketing as a major growth channel within AXA Mansard, earning me the CEO’s Award in 2021, and laying the groundwork for the Global Talent Endorsement I received in 2024.