Frédéric Tardy has commenced his role as regional chief marketing, digital, data & customer officer of AXA Asia.

Tardy reports directly to Jean-Louis Laurent Josi, regional CEO of AXA Asia and is based in Hong Kong.

Working towards AXA Asia’s ambition to become the leading customer centric insurer, and by 2030 to serve 100m customers, Tardy will be overseeing areas that cover customers, marketing, innovation, data, digital and partnership development.

As a member of the regional executive committee, he will be instrumental in leading and driving the regional strategic direction for customer centricity and customer experience initiatives across all business lines.

His role will also involve bringing digital and innovation into the heart of the regional strategy, as well as ensuring that marketing efforts are aligned with business objectives through research and insights that drive brand awareness, consideration and preference for AXA in the region.

Prior to joining AXA Asia in September 2016, Tardy was chief marketing and distribution officer of AXA Group, based in Paris, a position he held since March 2013.

He formerly served as CEO of L’Atelier U.S. BNP Paribas, the BNP Paribas Innovation Lab in the Silicon Valley responsible for advising on the online strategies for the different business units, strategic partners and VIP clients of BNP Paribas in North America, Latin America and Europe.

He has also held several leadership roles at BNP Paribas Personal Finance, including global head of e-business and head of sales and marketing.

Jean-Louis Laurent Josi commented: “Frédéric has a strong track record in digital and his insights into disruptive innovation will be invaluable to us in the region, especially at a time when our focus is centred on the whole customer experience as we embark on our next 5-year strategy.”

Tardy said: “The next few years will be a turning point for many companies in our industry and AXA Asia is in a strong position to lead change, not only in digital and data, but also in innovating and redefining the customer journey. I am privileged to be in a position to take us to this next level.”