His new role is a specially created position which will allow him to devise brand strategy with the chief executive officers of all Axa UK operations.
Hurst will report to Andy Homer, chief executive of Axa Insurance, who co-ordinates brand awareness for Axa Sun Life and health insurance arm PPP Healthcare.
At Land Rover, Hurst had responsibility for global brand strategy, new product development, product maintenance and launch planning.
He was behind the laun ch of the Freelander in 1997 and the Series 2 Land Rover Dis covery in 1998.
Hurst says: “People ask why I have made the move into financial services but I see it as a great opportunity. The Axa brand has grown significantly in the last two years and the FA Cup sponsorship has made a major contribution to Axa brand awareness for the man on the street.”
Axa UK group chief executive Mark Wood says: “We chose Andy because he has the right background and experience in taking a strong name and turning it into a great brand. We have accelerated the Axa brand awareness. Our next task is to position Axa as the leading financial services company in the UK.”