Madrid, Community of Madrid, Spain, September 2025 – Rafael Mihanovich has taken on the role of Chief Marketing & Communications Officer for Spain and Portugal, along with the expanded mandate of EMEA Regional Lead for Embedded Insurance and Brand Experience at MetLife España. Based in Madrid, he now oversees marketing and communications strategies across Iberia while also driving innovation and regional integration across MetLife’s embedded insurance and customer experience initiatives throughout Europe, the Middle East, and Africa.
Prior to this appointment, Rafael Mihanovich served as Chief Marketing & Communications Officer at MetLife México, where he led both internal and external communication functions, crisis management, and digital strategy. He also played a pivotal role in strengthening the company’s brand position and served on the Country Steering Committee and the Global Senior Leadership Team.
Before that, he was Chief Marketing Officer at MetLife México, overseeing a team of 20+ professionals and spearheading transformative initiatives in marketing performance, brand positioning, customer experience, and Martech deployment. His leadership helped establish MetLife as a market leader in life and medical insurance categories across Mexico.
Earlier, as Head of Customer Engagement & Digital Transformation at MetLife México, Rafael directed a $40M+ investment to build a new customer retention organization, introduced agile-driven IT implementations like Salesforce and Adobe Campaign Manager, and developed segmented customer journeys informed by data analytics and market research.
He previously held the role of Head of Strategy & Planning, where he developed the local strategy team and led strategic planning across business lines. Rafael’s efforts included launching a data & analytics function and creating executive dashboards to support performance management.
His earlier roles also include Strategy Regional Director at MetLife Latin America, where he developed a regional planning framework in collaboration with Harvard University, and Senior Strategy Consultant at Accenture, where he advised top-tier financial services clients across Latin America.
About MetLife España
MetLife España, part of the global MetLife Group, has been protecting customers’ futures for more than 50 years in Iberia and over 150 years worldwide. With a presence in more than 40 countries and a workforce of 48,000, MetLife leads the market in bancassurance and direct sales, supported by more than 200 partnerships across the EMEA region.
In Spain, MetLife specializes in life and accident insurance, credit protection, and employee benefits, serving over 2 million customers. Known for its innovation and customer-first approach, MetLife España offers personalized solutions to meet evolving market needs and ensure long-term security. The company is deeply committed to digital transformation, strategic partnerships, and being a trusted ally in navigating new challenges.
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