AXA Asia appoints new marketing and digital head

Appointee will drive the push for customer experience improvements across all business lines

Insurance News

By Gabriel Olano

AXA Asia has welcomed Frédéric Tardy as its new regional chief marketing, digital, data, and customer officer, based in Hong Kong. The appointment has already taken effect, and Tardy will report to Jean-Louis Laurent Josi, regional CEO of AXA Asia.
Tardy will oversee business aspects covering customers, marketing, innovation, data, digital and partnership development. He is a member of the firm’s regional executive committee, leading and driving the thrust for customer centricity and customer experience improvements across all business lines. He will also work to involve digital technology and other innovations into the business strategy.
Before joining AXA Asia, Tardy was chief marketing and distribution officer of AXA Group, based in Paris, assuming the position in March, 2013. He also was chief executive of L’Atelier U.S. BNP Paribas, an innovation lab in Silicon Valley. His career began in 1993 at Cetelem and its subsidiaries.
Josi commented on the appointment: “Frédéric has a strong track record in digital and his insights into disruptive innovation will be invaluable to us in the region, especially at a time when our focus is centered on the whole customer experience as we embark on our next five-year strategy.”
AXA Asia aims to serve at least 100 million customers in the region by the year 2030 and be recognized as a leading customer-centric insurer.

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