Madrid, Spain, September 2025 — María Babé Ayuso has been appointed as the Chief Marketing, Customer & Communication Officer at Generali, where she will lead integrated marketing, customer, and communications strategies to strengthen the company’s global positioning and engagement.
Babé Ayuso joined Generali in February 2024 as Chief Marketing & Customer Officer, where she played a pivotal role in shaping customer-centric approaches and driving innovative marketing initiatives. Her elevation reflects her strong impact on the business and her ability to align customer needs with organizational vision.
Before Generali, she spent over 12 years at Vodafone, where she held a series of leadership roles including Head of Strategic Marketing & Customer Experience, Head of Strategic Marketing & Commercial Planning, Head of Growth Platforms – Service & Sales, and Head of SOHO Segment. She also contributed to non-presential channels, retail business management, and microcompanies channel management. Throughout her Vodafone journey, she was instrumental in strengthening customer experience, building growth strategies, and launching impactful marketing initiatives across Spain.
Earlier, Babé Ayuso worked with UNISONO Soluciones de Negocio as a business development consultant and with Accenture as a CRM consultant in the telecommunications industry, where she developed expertise in customer lifecycle, service optimization, and process improvement. She began her career at Orange with an internship in the New Services department, gaining early exposure to product usability testing and prelaunch activities.
About Generali
Generali enables people to shape a safer and more sustainable future by caring for their lives and dreams. The Generali Group is one of the most significant players in the global insurance and financial products market. Founded in 1831 in Trieste, the Group today operates in more than 50 countries, consolidating its position among the world’s leading insurance operators.
Generali holds significant market shares in Western Europe, particularly in Germany, France, Austria, Spain, Switzerland, and Central and Eastern Europe. Over the past decade, it has also expanded across Asia, notably in India and China, where it has emerged as a leader among insurers with foreign equity interests.
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