Creative And Engaging Marketing

It is said that change is the only constant but marketing remains one of the most rapidly evolving industries. The growth of products, customer connections and the company’s reputation all depend on creative and engaging marketing and people like Ayaaz Khan have made it result-oriented with creative and modern ways of reaching out to people.  

Khan is heading the customer marketing vertical for Max Life Insurance, driving key levers and metrics like cross-selling, upselling, engagement, persistency, customer obsession, net promoter score, relationship net promoter score and the like. This involves leading all customer communication to Max Life’s 40 lakhs huge customer base. In addition, he is leading the all-important bancassurance and partnership distribution channels for the enterprise. 

Unlearning & Relearning

“I have learned the key is to know something that no one else knows - finding and maximising the small sliver of overlap between business needs and customer needs by leveraging new technologies that resolve the most impactful tension points in a consumer’s life,” says Khan.

He has had an interesting journey in the field of marketing, where he has led brand, product and channel marketing functions for the organisation. This also involved brand re-purposing for Max Life, budgets and compliance under the regulatory framework, new product launches and leading all channel marketing efforts pan-India.

Khan’s success and his ways of marketing show that he is a versatile, adaptive and eternally optimistic storyteller. He has contributed greatly to business recovery through crisis marketing initiatives. He led an award-winning Go Digital campaign (ACEF 2021). Also, he won the highest recognition internally at the company’s annual awards.

The Confidence To Grow

Khan is a strong believer in himself, he says, “When I started my journey in marketing, not many believed that successful advertising professionals can become good marketers. I believe I have been able to break that stereotype with my passion, persistence and hard work. I have ensured that talent coming in from advertising is respected, given a fair chance and allowed to become powerful storytellers for brands and drive business effectiveness.”

He says he has been able to use his abilities of insight-driven marketing, storytelling and building brand experiences to identify social shifts and use cultural change to build narratives for brands. “Taking an integrated approach to marketing problem solving has been my mantra,” he adds.