AIG Life Marketing Director retires

Alex Sword


The Financial Services Forum

AIG Life’s Marketing Director Sue Helmont left her role at the end of March for a long-planned retirement.

Sue started at the life insurance arm of AIG in 2018. During her time at the company she has overseen the launch of Smart Health, AIG Life’s online service offering 24-hour access to GP appointments and other health and wellbeing services.

Sue spearheaded the launch of AIG Life’s innovative critical illness product in the protection market, with the goal of differentiating while maintaining a principled approach to better customer outcomes.

She also oversaw the Max campaign, a no-budget marketing campaign which was built around a video of a child hearing for the first time after having a cochlear implant, paid for through critical illness insurance.

There is no direct successor in Sue’s role, with the marketing team now reporting directly to Neil Davies, AIG Life COO.

Prior to AIG Life, Sue worked as Director of the Consumer Retail Business at KCOM, the incumbent telecom and equivalent of BT in the Hull area.

Before that she was at Aviva in various marketing, brand and insight roles.

Speaking to the Financial Services Forum, Sue commented: “A career highlight for me was being recognised by the Forum as Marketing Leader of the Year in 2019. It’s a title held by so many peers who I admire and to be recognised by members for storytelling and raising awareness of the value of protection was a special moment.

“I hope that in a small way I have inspired young marketers to do creative things with whatever resources they have. You don’t need big budgets to make a big difference.”

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