Max Life Insurance Ltd. has announced the appointment of Aalok Bhan as the Director and Chief Marketing Officer. In his new role, Bhan will oversee Max Life’s product, branding and corporate communication operations with the objective of strengthening customer-oriented product design strategies, brand positioning and marketing endeavours.
Based at Max Life Insurance’s corporate office in Gurugram, he will report to Prashant Tripathy, Managing Director and CEO, Max Life Insurance.
Having joined Max Life in 2012 as part of the Executive Management Committee, Bhan transitioned to establish Max One in 2013. After a brief stint as the Head of Products, Customer Marketing and Corporate Communications, in October 2016, he assumed the responsibility of Chief Distribution Officer at Max Life. Under his leadership, the Max Life's distribution footprint witnessed exponential expansion across the nation. He was responsible for managing agency and all bank partnerships that fortified the company’s multi-channel distribution architecture, further growing its market share.
Tripathy said, “Leveraging his long-standing expertise of over two decades in the financial services and banking space, we are pleased to have Aalok take on the new role at Max Life Insurance. He has a clear vision for the future of insurance marketing and communication and the ability to build strategic teams to execute on that vision. His appointment underscores our commitment towards scaling up from within and makes the company well positioned in a cluttered marketplace. We look forward to sustaining our strong working relationship.”
Bhan said, “The industry is realising the need to establish a deeper connect with new-age consumers, rendering more opportunities to be creative in our branding and communication strategies. I am positively thrilled to accept the new role and look forward to advancing the development and execution of our company strategies with greater dynamism. As I continue my association with Max Life Insurance, I only wish to express gratitude for the immense faith that has been exuded in my capabilities by the management.”
Prior to joining Max Life Insurance, Bhan worked with Dresdner Bank AG, India as the CEO (designate) and Managing Director. After this, he went on to establish FAB Advisors in mid-2009. He also had brief stints at ABN Amro, Royal Bank of Scotland (post the buy-over of ABN) from 2001-08 and worked with the Standard Chartered Bank for a decade (1991-2001).