MUA Insurance Acceptances appoints new head of brand and marketing

By Janice Roberts

Michelle Ashen-Abrahams

High net worth underwriter, MUA Insurance Acceptances (Pty) Ltd has announced the appointment of Michelle Ashen-Abrahams as Head of Brand and Marketing. The position was recently created by the MUA Board as part of the company’s new brand and marketing strategy.

“We were tasked with finding an experienced person who embodied the principles of MUA and would represent the company in the best possible way. Michelle fits this profile perfectly and we are incredibly excited to see how she will make this position her own,” says Managing Director of Lireas Holdings (Pty) Ltd, Valerie Hayter.

“Michelle’s appointment actually coincides with our 30th birthday, so we have a lot to celebrate as a brand. Her unique set of skills and creativity will further enhance the MUA brand and we are excited to have her join our management team. Michelle truly is a breath of fresh air to the industry, and we are glad she decided to make her return to the industry with MUA, after having taken a much deserved sabbatical,” Hayter adds.

Ashen-Abrahams has over a decade of short-term insurance experience and has worked on some of South Africa’s largest corporate identity change projects. These include Santam’s award-winning Ben Kingsley campaign in 2012, Regent Insurance in 2014 and more recently Nedbank.

Dawie Loots CEO of MUA says that aside from extensive client experience, Ashen-Abrahams also brings a lot of enthusiasm to the position. “Our brokers and clients have a lot to look forward in terms of MUA’s marketing strategies with her joining the MUA team,” he says.

“I look forward to this new chapter in my life and being in the company of great leaders who are making a difference in our country through hard work, focused determination and a desire for a better tomorrow,” concludes Ashen-Abrahams.

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.

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