Georgia d’Esterre has left Guardian to take on the newly created role of executive head of marketing at National Friendly.
The former head of marketing at Holloway Friendly left that role in November after four years at the mutual where she was responsible for their rebrand. She subsequently joined Guardian as head of marketing in February.
In between her roles at Holloway Friendly and Guardian, d’Esterre completed a short stint on a contract as marketing lead at National Friendly where she now returns. She will also join the Society’s executive committee.
Commenting on why she has taken on this new role, d’Esterre (pictured) told Health & Protection it is due to her belief that National Friendly is one of the industry’s “best kept secrets and that needs to change”.
“We have a great proposition, a strong brand with great heritage and a fantastic culture which shines through everyone who works here,” d’Esterre said.
“As a mutual they have the enviable position of being small enough to be agile and deliver what our partners, advisers and members want and need, as well as bring a personal and empathetic touch at a time when our members need it the most.
“I want to build on the great work the existing team have already started and really propel National Friendly into the spotlight so we can continue to raise awareness and education about the importance of healthcare and
protection.
“Recent times have shown us that you never know what’s around the corner, and to be financially fit you need to ensure you and your family are going to be okay if they become ill or injure themselves.”
In terms of her goals in her new role, d’Esterre said she plans to “aim big”.
“I really want to raise the profile of National Friendly in the healthcare and protection industry, but I want it to go wider than that too. What marketer doesn’t want their brand to be instantly recognisable and a household name?
“Now that may be a way off, but to be an instantly recognisable FS brand within the market you operate in is a must, and one that working with the team, I plan to achieve. I want to help actively grow the market, improve our positioning and ultimately reach more people, and I think National Friendly is in a position to do that.”
The Society said d’Esterre’s appointment comes at a “critical” time of its future development as it continues to build on the momentum and progress it has made in the past 18 months, during which time it has successfully
launched four new protection products, as well as additions to its PMI range and introduced new member benefits. It also has added its products to Iress and iPipeline and more recently joined the Income Protection Task Force.
Graham Singleton, CEO at National Friendly, said: “We are delighted to be welcoming Georgia to the important new role of head of marketing. She brings a proven set of skills and experience to this new role. Our objective is to be recognised as a leading provider across a range of sectors, including income protection and private medical insurance and she will play a key part delivering that vision.”
Commenting on d’Esterre’s departure, Jacqui Gillies, marketing and proposition director at Guardian, said the organisation was sad to say goodbye to d’Esterre, but fully understand and support her decision.
“Not only is it an exciting opportunity, but it’s based closer to home and her young daughter.” Gillies said. “In her short time at Guardian she has helped finalise the Big Four campaign which is starting to deliver great results, as well as make a start on some new initiatives which we’ll bring to market in due course.
“We wish her the best of luck for the future.”
Guardian added that recruitment for d’Esterre’s successor is underway and Gillies remains responsible for its marketing function.
