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MUA appoints new head of branding and marketing










Michelle Ashen-Abrahams, head of brand and marketing
MUA Insurance Acceptances (Pty) Ltd



Leading high net worth underwriter, MUA Insurance Acceptances (Pty) Ltd has named Michelle Ashen-Abrahams its new head of brand and marketing which coincides with its thirtieth birthday celebrations.

"We have lots to celebrate! Michelle has a unique, expert set of skills and her creativity will be a breath of fresh air to the industry again. We're glad she decided to return to the industry after taking a sabbatical and excited to have her join our management team to lead our marketing and client experience efforts."

Female industry leader and Managing Director of Lireas Holdings (Pty) Ltd, Valerie Hayter comments on her appointment:

"The MUA Board was asked to consider a new MUA brand and marketing strategy at the beginning of the year which included the creation of a new position. Given the profile of MUA the task of finding the right person who would epitomize and represent MUA in the best possible way was challenging to say the least. We believe that Michelle fits this profile perfectly and we are super excited to see how she makes this position her own and how MUA can leverage off her knowledge and experience and increase its brand presence even further."

Michelle has over a decade of short term insurance experience and most notably worked on some of the country's largest corporate identity change projects namely Santam's award winning Ben Kingsley campaign in 2012, Regent Insurance in 2014 and more recently Nedbank. Michelle brings a unique client experience perspective to marketing and the execution of creative as a trained Insights and Enneagram practitioner. "Time away from the industry gave me a chance to rest, learn, observe and reflect. The creative juices are flowing again!"

When asked about her observations in her field, the insurance industry and high net worth market, Michelle says,

"More and more I hear people saying they crave authenticity from a brand. They love user generated content and want transparency where influencers are getting paid. Consumers want honesty and they want an experience. These are all things I'm intimately familiar with so I'm looking forward to giving the people what they want!"

This English-Xhosa speaking insurance executive has grown up in a home of humble beginnings and witnessed around her the journey to success of high net worth individuals. "I am proud to share my DNA with great leaders who are teaching and shaping me every day. I'm looking forward to this new chapter of my life and being in the company of many more great leaders who are making a difference in our country through hard work, focused determination and a desire for a better tomorrow."

Dawie comments on the marketing strategy for MUA and what the industry can expect,

"Michelle told me that when it is her birthday she celebrates for 1 week, so we should celebrate until we turn 31! She's got a bag full of ideas, is big on client experience and birthdays. What I can say is that our brokers and clients have lots to look forward to from MUA!"

About Michelle Ashen-Abrahams

She is a trained Life Coach, Insights Discovery & Enneagram Practitioner. Former Managing Partner of KESA Consulting, she was a consultant in a variety of industries delivering sales, marketing and client experience solutions. She was the Executive Head of Client Experience at Nedbank Insurance after several years at Regent Insurance as their Group Head of Marketing. Prior to her relocation to Johannesburg she held senior brand and experiential marketing positions at Santam. Michelle also has experience as a radio producer and worked in the television, fashion, health, direct selling and beauty industries before specializing in financial services marketing.

MUA Insurance Acceptances (Pty) Ltd (FSP 37947) underwrites on behalf of Auto & General Insurance Company Ltd (FSP 16354). 

Source: MUA Insurance Acceptances (Pty) Ltd
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