Head of Longevity Marketing – How and Why?
Throughout my career, I have accumulated extensive experience in the FMCG (Fast Moving Consumer Goods) industry, working for one of the largest multinational companies in the world – Unilever. Over 15 years at Unilever, I have taken on diverse roles, including customer development and leading marketing positions, covering various FMCG categories. I was honored with two international awards – the “Perfect Store Awards.” These experiences have taught me a fundamental truth: the consumer is at the heart of everything we do, shaping my professional approach to focus on customers and people.
Two years ago, I was invited to join Fidelidade, Portugal’s leading insurance company, to lead longevity – one of its strategic pillars. Why did I accept? Longevity represents one of the most significant challenges and opportunities of our time, set to transform the world as we know it. Longevity is a precious gift, yet often misunderstood as merely old age and death, overlooking its broader potential – both from a business perspective and how it profoundly impacts society. This mission perfectly aligns with my purpose-driven mindset and commitment to community, values I brought from Unilever and that are also embraced at Fidelidade. I wanted to be at the forefront of this transformative journey.
For the past two years, my focus has been ensuring that Fidelidade addresses longevity and translates this commitment into action. The goal is to ensure Fidelidade is longevity ready—prepared for the increase in life expectancy—and to lead with solutions that support and protect customers throughout their entire life journey, becoming a true-life partner. Longevity is also key in helping the company shift its modus operandi from a fragmented customer view based on business lines to a holistic customer and segment vision.
Daily, I conceive, develop, propose, lead, and implement a comprehensive Longevity strategy, collaborating closely with various departments at Fidelidade. It all begins with the customer—ensuring that Fidelidade has an in-depth understanding of the Elders of Today, the Elders of Tomorrow, and their life journeys. This understanding empowers us to identify opportunities, develop strategies to maximize potential, rethink our communication strategies tailored to specific targets and fine-tune our offer and customer approach with a segment-focused vision and longevity vision.
The most exciting thing about longevity is that it is not a distant concept but a vibrant, evolving reality that demands our attention. It urges us to reflect: How are we nurturing our health and financial security? How are we fostering personal fulfillment and pursuing our dreams? Being the Head of Longevity Marketing is more than a job; it’s a profound passion for a meaningful and fulfilling life and my small contribution to society.