Allianz appoints Brand Director with Zurich, Hiscox experience

Allianz has appointed a new Brand Director, bringing experience from both the insurance and retail banking worlds.

Tracy Waxman joined the insurer in July, joining from Zurich Insurance. At Zurich, she was Head of Brand Marketing and Customer Communication for over nine years, heading up all external communication.

Before this, she worked as Head of Brand Marketing at insurer Hiscox, owning the brand end-to-end across architecture, purpose, identity and tone of voice.

From 2008 to 2013 she worked at HSBC as Head of Advertising & Retail Marketing, owning all UK advertising for the bank.

She also has experience from manufacturer Ferrero and tech giant Microsoft.

Recent years have seen Allianz focusing on enhancing the value of its brand through a One Brand Strategy, bringing together its various businesses under a purpose-led master brand and sub-brands.

It has also looked to make the brand more tangible and trusted through deeper engagement with customers, while building profile with partnership and sponsorship activities such as with the Olympics and Paralympics.

The firm hired its first Director of Brand in 2024.