When I stepped into my role at AXA Mansard, one thing was clear, insurance wasn’t just a transactional product; it was a trust-based service in a market where digital habits were still evolving and distrust in the financial services is deep. AXA’s Digital is expected to be a core growth engine driving both revenue and customer acquisition, while also nurturing trust, education, and digital-first behaviors.

I needed to wear multiple hats across paid media strategy, creative development, campaign optimization, user experience, and performance reporting. There was also a £400k media budget to be managed across multiple digital strategies and channels for eight product lines in insurance, investment, and health insurance. Data must lead.

The Strategy: My approach was rooted in full-funnel strategy and cross-platform campaign. I led the team to design integrated, multi-channel campaigns that targeted users at every stage of the journey:

• On Google, I set up Search, Display, Discovery, YouTube, and Performance Max campaigns that captured high-intent audiences and expanded reach.
• On Social, we built tiered campaigns across Meta, Twitter, and LinkedIn, carefully moving audiences from awareness, to consideration, and ultimately, to conversion.
• Partnered with 2 leading programmatic agency to amplify awareness campaigns for key services to reach a broader audience.
• Retargeting became a vital tactic to keep the AXA brand top-of-mind through persistent, value-driven messaging that built familiarity and trust over time. This included using custom audiences and lookalike audiences based on the users previous interaction with the digital platforms.

The Tools Behind the Results

• Google Ads, Meta Ads, LinkedIn Ads & Twitter Ads for PPC/Paid Campaigns.
• Google Tag Manager for pixel tracking & attribution.
• Google Analytics for web measurement
• UTM Parameters for attribution.

The Impact

Through consistent testing, optimization, and data-driven insights, I built a digital engine that generated significant business outcomes including:

• Delivered £8.3 million in digital revenue, acquired 80,000 leads, and 55,000 paying customers.
• Achieved 13% year-on-year increase in paid media revenue.
• Expanded the brand reach, acquiring 3 million website users, increased website engagement time above 2mins, reduced bounce rate to below 40%.

How important is this for the AXA Brand?

This experience showed that the right mix of creativity, data-driven strategy and full-funnel campaign approach delivered significant digital revenue and customer numbers. With continuous optimization, value-first messaging, and data, we can achieve the right business goals.

This shows the value I can bring to your brand as a strategist who thrives on creating a 360-degree digital marketing to deliver the right business outcomes.