Canada Life UK brings in Aviva ‘lifer’ for top data role

Canada Life UK has recruited Aviva “lifer” Cath Goddard as its head of data, insight and CRM as part of the financial services firm’s strategy to become a more customer-led organisation.

Goddard (pictured) has more than 25 years’ experience working in data and insight roles and has worked in financial services and more specifically pensions, retirement and equity release for the vast majority of her career.

Having started her career as an database analyst, Goddard had spells at IRI International and Iceland Foods before joining Aviva – then Norwich Union – as a senior database marketing analyst in 2001.

Over the past two decades she has moved up the ranks and ultimately took on the role of head of data, insight and planning at Aviva in 2020.

This role saw her lead a team of over 60 data specialists, and was in charge of customer segmentation, econometrics, customer-led proposition build and innovation for the business.

In her new role, Goddard will bring her experience of data-driven transformation to aid Canada Life in becoming more customer focused, data driven, and insight led, ultimately maximising the effectiveness of Canada Life’s marketing activity through actionable data and insights, analytics, CRM and marketing performance.

Canada Life marketing director Lara Bealing said: “Cath is joining at such an exciting time for Canada Life as we continue our journey towards becoming a more purpose-driven and customer led organisation.

“Cath’s significant experience across data strategy and data science will ensure our ambitions continue to be fuelled by deeply understanding our customers and better leveraging the value of data.”

Goddard added: “Canada Life is truly prioritising data and placing it at the heart of its business strategy and development. It promises to be an exciting journey so I can’t wait to get started.”