Protection challenger Guardian has appointed Georgia d’Esterre as head of marketing, starting Monday.
The role reports to Jacqui Gillies, marketing and proposition director, and has responsibility for the protection challenger’s intermediary marketing.
d’Esterre has 19 years of marketing experience in financial services and is joining Guardian after four years at Holloway Friendly.
There she was responsible for the successful and imaginative rebrand of the IP-focused mutual, resulting in a step change in unprompted adviser awareness which helped to secure a raft of awards for the Society.
Prior to Holloway Friendly, she spent over 12 years at AXA, steadily working her way up to the role of head of marketing for AXA Life Invest.
d’Esterre is a committed member of the Women in Protection network and was asked in December to join its Executive Committee.
She is passionate about championing the female voice in the protection industry and tackling gender inequality.
She was awarded Cover’s Most Inspiring Returner in 2019, in recognition of her achievements upon returning from maternity leave.
Jacqui Gillies, marketing and proposition director, Guardian, said: “We’re delighted to welcome
Georgia to the team. She brings with her a wealth of experience from her career, both from the early days at AXA, through to when she built their Life Invest UK marketing team; and from her amazing work at Holloway Friendly where she successfully repositioned the brand.
“At Guardian, Georgia will be building on the great work we’ve done so far, challenging the market and working with advisers to promote the benefits of our high quality, award-winning proposition.
“She’s joining at a busy time – we’ve seen incredible growth over the past year, and look forward to protecting even more families who need cover during 2022.”
