Axa Health has hired Richard Glassborow for the newly created role of distribution and marketing director.
Glassborow (pictured) is joining from Bupa UK Insurance where he is currently consumer distribution and marketing director having spent more than five years at the insurer.
He assumes his role next spring when he will also join the Axa Health executive committee.
Bupa told Health & Protection that following Glassborow’s departure, Helen Bruce, head of consumer marketing, and Kate Higgins, head of consumer trading, will lead marketing and sales for Bupa UK consumer with immediate effect.
They will report to John Hunter Brown and join the firm’s UK insurance consumer senior leadership team.
Glassborow is the second senior distribution leader to announce their departure from Bupa in a month. At the end of October Iain McMillan, director of distribution – business and specialist products, announced he would be retiring in January after more than 30 years in the sector.
Over the past 20 years, Glassborow has held a number of marketing and distribution roles delivering customer, commercial and brand growth for a range of financial services companies including Lloyds Bank and Esure.
He originally joined Bupa in 2019 as marketing director before being given responsibility for direct distribution as well in 2020.
Consolidation of distribution and marketing
In his new role Glassborow will be accountable for profit and loss and lead the consolidation of Axa Health distribution and marketing activity, the insurer said.
He will support growth and retention of membership, create a hub of customer expertise, continue to promote the provider’s brand and support intermediary and distribution partners.
Glassborow said he was really looking forward to starting the new role.
“It’s an exciting opportunity to build on solid foundations, work closely with intermediary and distribution partners and further enhance customer experience for Axa Health members,” he said.
Axa Health CEO Heather Smith added: “Ensuring clear lines of accountability to drive success starts with the leadership team at Axa Health.
“Creating this new distribution and marketing role will accelerate our customer focus, growth and retention, as well as ensuring we closely support our valued intermediary and distribution partners.
“I’m delighted to appoint Richard to this role, as he brings great energy, customer focus and deep expertise to our business.”
