Adell Leach

A strategic and creative Senior Marketer with the full mix and a strong background in Healthcare and Financial Services, including health insurance and investments. Proven success in developing and executing impactful B2B and B2C marketing strategies, multichannel campaigns, product launches and customer engagement to drive growth for leading UK and global brands. Adept at utilising martech, highly versatile and a natural leader and motivator. Open to permanent  and contract opportunities.

Senior Customer Marketing Manager/Lead at AXA Health, Oct 2021 to August 2024.  

• Successfully orchestrated an engagement strategy targeting Individual and SME customer segments, leveraging multiple channels and multimedia assets to achieve a notable 10% uplift in overall engagement. 
• Led and coached a team of five marketing professionals, providing strategic guidance, support, and performance management to achieve departmental and organisational goals. 
• Developed automated service-led rolling email series, SMS and offline mailers to amplify value and maintain high levels of engagement from onboarding through subsequent years. 
• Contributed to 10% of new business acquisitions through an innovative member referral programme.
• Spearheaded targeted health/wellbeing campaigns, including a digital mind health campaign aimed at parents/carers with youths. Collaborated with clinicians and leveraged social media platforms to boost engagement, resulting in a significant increase in web traffic and user interaction.
• Worked closely with the Propositions team to develop compelling value propositions and key messages for various service launches, creating and delivering Go-To-Market strategies and launch campaigns.
• Led on comms for a COVID-19 customer refund project delivering messaging and comms cross channel. Consulted with wider business to refresh and digitise comms, improving customer experience (CX) and operational efficiencies.
• Utilised customer insights and analytics to refine and optimise marketing strategies, improving customer retention and satisfaction across both Individual and SME segments.

Physician Marketing Manager (Remote contract) | HCA Healthcare UK, London| Sept 2020 – Oct 2021

Selected Contributions:

• Created and distributed a consultant newsletter, collaborating closely with the Chief Medical Officer and clinical teams to deliver timely and relevant content and strengthen relationships with HCA’s 3,500 physicians.
• Planned and implemented a multichannel strategy to enhance NHS and private GP engagement, including launching a GP newsletter, medical speciality brochures and sales aids generating £3m self-pay and insured referrals.
• Worked closely with Sales and Event teams to develop a programme of GP educational webinars and a series of local community events in partnership with HCA specialists to increase brand awareness and foster stronger relationships.
• Collaborated with the Hospital Heads of Marketing and other senior leaders to align marketing strategies with organisational goals and ensured cohesive messaging across all channels.
• Leveraged insights and NHS waitlist data to design and execute a targeted GP orthopaedic digital campaign across London/home counties, effectively boosting self-pay referrals through PPC, social media and display ads.
• Partnered with leaders in medical concierge services to create a compelling value proposition, key messaging and comms for the launch of HCA’s Concierge Centre, offering premier bespoke patient referral pathways.

Global Customer Engagement Manager | AXA Global Healthcare, Kent| Jun 2015 – Sept 2019

Selected Contributions:

• Managed and developed Marketing Execs. 
• Led the design and launch of a tailored, automated email series for new customers, enhancing the value of global health insurance and achieving a notable 75% open rate and 10% click-through rate (CTR), tripling industry averages.
• Developed and introduced a bi-annual customer newsletter that outperformed industry benchmarks, with a 55% open rate and 6% CTR, driving consistent customer engagement and brand loyalty.
• Played a key role in supporting regulatory product reviews, GDPR compliance, and migrating existing customer products and legacy systems, ensuring smooth transitions.
• Led the revamp of the customer website and the creation of a comprehensive health and wellness content hub, collaborating with AXA clinicians to produce preventative health articles, videos, podcasts, and infographics.
• Directed global expat campaigns utilising content marketing, email, social media, PPC, display ads and PR. The latest family-focused campaign generated 570K ad clicks, a 2.5% CTR, and significant web traffic and leads, with a conversion rate of 3-5%.

Marketing Manager (FTC) | Chartered Institute of Public Finance & Accountancy, London| 2014

• Devised and implemented a B2B marketing and communications strategy for CIPFA publications, identified key target audiences and successfully executed acquisition, upsell, and cross-sell direct marketing campaigns.
• Directed the end-to-end marketing efforts of the flagship Public Finance event which hosted over 700 attendees and trade exhibitors, from pre-event promotion to post-event follow-up, and led the design of the star exhibition stand.

Fund Insight Manager, Marketing and Propositions (FTC) | Aviva Investors, London | Oct 2012 – Dec 2013

• Marketing lead for fund propositions including the launch of multi-strategy funds (AIMS), ensuring agency briefs and marketing outputs met strategic objectives. AIMS achieved £1.8bn in assets under management within the first year.
• Collaborated with Fund Managers and insight teams to position Aviva’s mutual funds effectively, developing key messages at both the fund and corporate levels to inform and influence sales, marketing, and PR strategies.
• Partnered with Sales Directors to define and deliver impactful event programmes for Brokers and Wealth Managers, enhancing relationships and promoting fund offerings.
• Performed market analysis to guide strategic planning and support the development of sales, marketing and proposition plans.

Marketing Manager, Barclaycard (FTC), London| Jan 2012 – Oct 2012

•  Implemented a customer engagement strategy covering triggered emails and SMS to build value from day one.
• Managed key retail partner dual branded marketing, direct mail and in-store collateral for a credit card launch.
• Oversaw a concept test for Live Chat on the corporate secure account servicing website, developed customer service canned responses for web chat, and rewrote the global adviser call centre scripts.

Channel Marketing Manager – Broker & Partnerships (FTC), Aviva Investors, London| 2010 – 2011

•  Working closely with the Head of Sales, developed a marketing plan for financial advisers and national building society partners to deliver new multi-asset funds and structured product campaigns, covering extensive trade press advertising, PR, digital/print marketing and in-store collateral.
• Aided a global brand refresh including agency pitch, refreshed brand guidelines, image library, literature matrix. Partnered with Europe, US and Asia teams to disseminate and integrate the brand programme.

Marketing and Distribution Degree 2:1 Hons. Manchester Metropolitan University.