Niki Barnes Joins William Russell as International Marketing Manager

William Russell has announced Niki Barnes's appointment as William Russell's International Marketing Manager, effective January 13, 2025. Barnes brings extensive experience from AXA Global Healthcare and will lead William Russell's marketing team, reporting to William Cooper. 

Her responsibilities include brand building, intermediary relations, and lead generation. This appointment is part of William Russell's broader growth strategy, which also includes recent hires and new product offerings. The announcement highlights the company's positive outlook for 2025.

iPMI Global CEO Christopher Knight says, “The appointment of Niki Barnes signals William Russell's commitment to strengthening its marketing capabilities and driving growth within the IPMI market. Her experience and leadership, combined with the company's recent strategic initiatives, suggest a proactive approach to expanding market share and enhancing brand recognition.”

William Cooper, Marketing Director, William Russell comments "I'm pleased that Niki is joining us and I'm looking forward to working with her to advance William Russell's name in the industry and better support our members and intermediary partners."

Barnes expresses excitement about joining William Russell, stating, "After years of working in large corporate environments, I’m ready for a new challenge—and William Russell is the perfect place to start this new chapter of my career. The brief at William Russell aligns perfectly with my passion for supporting clients and intermediaries and contributing to a team-oriented culture."

Barnes has almost 13 years of experience in the IPMI space, holding senior marketing roles at AXA Global Healthcare. Her experience will benefit William Russell's growth objectives by supporting the business development team, building productive relationships with intermediaries, and driving lead generation in the direct-to-consumer distribution channel. Niki’s appointment, along with competitive health insurance premiums for 2025 and a new group life insurance product, will support William Russell's growth plans.

Key Highlights:

• Experienced Industry Professional: Niki Barnes brings nearly 13 years of experience in the International Private Medical Insurance (IPMI) sector, having held senior marketing roles at AXA Global Healthcare with a focus on intermediary and corporate marketing.
• Leadership Role: Barnes will lead William Russell's marketing team, reporting directly to William Cooper, Marketing Director. Cooper will retain oversight of marketing operations but will be increasingly involved in shaping the company's strategic direction.
• Strategic Objectives: Barnes' primary responsibilities will include strengthening the William Russell brand, supporting the business development team in fostering productive intermediary relationships, and driving lead generation in the direct-to-consumer channel.
• Growth Strategy: This appointment aligns with William Russell's growth plans, building upon a series of strategic hires from iPMI market brands. These appointments, coupled with competitive 2025 health insurance premiums and a new group life insurance product, position the company for continued expansion.

Niki's appointment follows several key industry appointments for William Russell in 2024 including:

• Teresa Wighton from BUPA Global.
• Paul Hawke from AXA Global Healthcare.
• Lisa Done from AXA Global Healthcare.
• Dale Kent from Cigna Global.