Turning the negative into a positive
AIA Australia’s Renae Smith took out the marketing and communications award at the 2016 Women in Financial Services awards, Jassmyn Goh writes.
Enhancing and differentiating the customer value proposition and helping steer the life insurance conversation in a direction that accentuated the positive has helped Renae Smith clinch the marketing and communications award.
The AIA chief marketing officer said their Vitality program had shifted the life insurance conversation from death to getting the most out of life through health and wellness, and had helped increase dialogue and engagement with customers.
"If I think about my core purpose and values and how that transcends into my work place, my personal core purpose is to lead a purpose-led life, generously blessing others, and making a difference. My values are very much around purpose, family, and around progress and advancement in life," Smith said.
"How that plays out in life is by working for an organisation that is purpose-led, and has a purpose in making a difference in people's lives which we do in terms of our role in the life insurance industry, and with Vitality."
Smith said her achievements were ultimately a team effort, and she attributed her success to advancement, progress, never being complacent, and always striving to take things to another level.
The judges said Vitality was a significant differentiating initiative in the life insurance space.
"She manages a team of 41 people, has an impressive CV, and has shown strong leadership [in] driving innovation," they said.
Finalist, Naomi Christopher from Midwinter, was nominated for her commitment to industry initiatives such as the Australian Financial Advisers' (AFA's) Inspire community of practice and the XY Adviser group.
TAL senior manager, brand strategy, Cheryl Pearl, was praised for her resilience in leading a new brand platform despite a challenging year for the sector in terms of regulatory changes and scrutiny.
MARKETING AND COMMUNICATIONS
Winner
Renae Smith
Chief marketing manager
AIA Australia
Finalists
Caterina Nesci
Head of communications
La Trobe Financial
Naomi Christopher
Senior manager — brand
Midwinter
Cheryl Pearl
Senior manager — brand strategy
TAL
Catherine Hughes
Manager brand marketing and communications
Sunsuper
Siobhan Keaton
Head of marketing and segment development
Perpetual Private
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