Specialist insurer Hiscox has recruited its first group chief marketing and revenue officer, with a brief to unite both disciplines while deepening customer relationships and bringing data insight to the fore.
Aparna Sarin brings more than two decades of experience across marketing, commercial growth, customer strategy and risk-led decision-making in global financial services.
Most recently, she served as chief marketing officer for business cards and payments at Capital One, where she led customer acquisition, marketing effectiveness and growth strategy. Before that, she held senior roles at American Express across credit, customer management and international portfolios.
Hiscox says the appointment reflects its focus on accelerating disciplined retail growth by strengthening how the group connects its specialist propositions to the right customers and distribution channels, and by building more consistent, scalable capability across markets.
It supports the business’s ambition to deepen customer relationships, sharpen distribution and embed a more integrated approach to customer insight and product development.
Group chief executive Aki Hussain said: “Aparna brings a powerful combination of commercial instinct, customer understanding and analytical rigour. She has built her career at the intersection of growth, discipline and execution, and that makes her an excellent fit for our business ambitions.
“This appointment strengthens our ability to connect customer insight more directly to product and proposition development, marketing effectiveness and revenue growth. I look forward to the impact Aparna will make.”
Sarin added: “Hiscox has a distinctive brand, a strong track record and a clear ambition for growth. I’m excited to be joining at a point where there is real opportunity to build even stronger connections between customer insight, proposition development and commercial performance.
“I look forward to working with colleagues across the group to understand where we have the strongest opportunities, build on existing strengths and help create even greater consistency and impact across the business.”
The appointment follows the launch of Hiscox’s first major TV blitz in nearly a decade, expanding “The Most Disastrous Campaign Ever” from print, radio and out-of-home executions.
Created by Uncommon Creative Studio, the latest executions bring to life the risks that businesses face by making the ads themselves “accidentally” go wrong. The series of films see a seemingly normal insurance ad “accidentally” glitch, run upside down, run with the audio in a foreign language, display at the wrong size and air with no picture at all.
The brand platform has been running since 2023.
Related stories
‘Most Disastrous Campaign Ever’ marks Hiscox TV return
Hiscox: Most disastrous ads or most cunning stunt?
AA/WARC reaction: Trust is the new advertising stardust
Industry shows its mettle as adspend hits the top corner
Bellwether Reaction: Hailing the return of the C-word
Marketing budgets on the rise as brands hold their nerve
Be the first to comment on "Hiscox hires chief for top marketing and revenue role"