Sue Helmont

Sue is a former life insurance underwriter turned marketer with over 25yrs experience in the Financial Services industry. The sector has played a key role in her career from the early days of risk assessment to Head of Brand and Advertising at Aviva developing the ‘Free Life Cover for New Parents’ proposition and launching the industry acclaimed and award winning ‘ghost dad’ life insurance advertising campaign featuring Paul Whitehouse.
Sue’s sponsorship activation experience includes stadium naming rights, ITV Drama Premieres, UK Athletics, Premiership Rugby and most recently, in her role as Marketing Director for AIG Life, the activation in the UK of the world’s pre-eminent rugby team, the All Blacks.
In 2019, the industry bodies Women in Protection and the Financial Services Forum recognised her marketing effectiveness when members voted her ‘Marketing Leader of the Year’. In the same year, Sue was also responsible for the launch of AIG Life’s Smart Health value added service which provides unlimited health and well-being support to all their one million plus customers and is proving particularly popular in the Group protection market.
Until recently, Sue ran a large regional service operation and led the profitable growth of a divisional P&L for a FTSE250 telco specialising in fibre deployment. Her commercial experience and involvement with Hull, City of Culture 2017 also led her to join the board of York Theatre Royal Enterprises Ltd.