We are delighted to bring you a Member Interview with Allison Beattie, Global Head of Brand, AXA XL
What’s your golden rule?
Lead with honesty and transparency
Who has been your biggest influence?
This one is easy – my son who is 18 months old. He has fundamentally changed how I lead. He reminds me every day that the environments we create – at home and at work – shape how we show up, grow and feel. I feel responsible for shaping the environments we work in for the next generation.
What is your most hated business expression?
“We need something new” - Consistency builds trust. Constant change dilutes it.
What’s the smartest business idea you’ve ever had?
Recognising that brand starts from within – and it is only as strong as the people who bring it to life.
Which leader do you admire most and why?
Brene Brown.
She has reshaped how we think about leadership – showing that vulnerability, courage and empathy are not soft skills but critical leadership capabilities.
What is on your mind the most right now as a marketing leader?
Closing the gap between insight and action. We have access to more data than ever – but how can we translate that into clear, decisive action.
Why is being part of The Marketing Society important for your career?
Leadership can be complex – balancing commercial expectations, organizational dynamics and long term brand building. Being a part of a community that challenges, supports and inspires your thinking is invaluable.
Why does marketing matter to you?
Brand and Marketing shape how organizations show up in the world – and ultimately how they grow. In a tech-driven landscape where capability is increasingly equalized, brand stories and our people are the real differentiators. Our job is to connect commercial ambition with human truth – building trust, creating meaning and driving long-term value.
Tell us something that’s not on your CV
I have an irrational fear of the open sea from watching the Titanic far too young!
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