Patricia Gardiner

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Patricia Gardiner is a seasoned marketing and sales leader with nearly 25 years of global experience with the last 6 years in the insurance and financial services sectors. As Sales and Marketing Director at Trade Direct Insurance, Patricia leads the strategic direction of the company’s customer acquisition, retention, and brand development efforts—driving measurable growth across both digital and traditional channels.

Proven Insurance Industry Expertise

Patricia’s career spans leadership roles at major insurance brands, including her tenure as Chief Sales and Marketing Officer at Animal Friends Insurance, where she spearheaded a transformation that led to significant sales and retention growth over 5 years alongside developing a brand equity score surpassing industry benchmarks. Her work played a pivotal role in the successful acquisition of Animal Friends by Pinnacle Pet Group in 2023.

At Trade Direct Insurance, Patricia leverages her extensive industry expertise to drive sustainable new business growth, enhance customer retention, and elevate service delivery standards across the tradesperson and contractor insurance market. Her strategic leadership ensures that the business not only attracts new customers but also builds long-term loyalty through consistent, high-quality service experiences.

Patricia plays a pivotal role in aligning sales and marketing efforts to deliver measurable outcomes—optimising acquisition funnels, improving customer lifetime value, and ensuring that every touchpoint reflects the brand’s commitment to excellence. She also oversees key partnerships with insurers and lead generation platforms, ensuring they are fully integrated into the customer journey to maximise performance and consistency.

Leadership in Digital Marketing & SEO

Patricia is passionate about data-driven marketing, SEO strategy, and cross-channel consistency. She has led initiatives to optimise digital products, enhance customer journeys, and improve conversion rates across paid and organic channels. Her leadership ensures that Trade Direct Insurance remains visible and relevant in a competitive digital landscape.

Building High-Performing Teams

Known for her transformational leadership style, Patricia fosters a culture of innovation, collaboration, and excellence. She builds and mentors high-performing teams, empowering them to challenge the status quo and deliver outstanding results.

Thought Leadership & Industry Voice

Patricia regularly contributes insights on topics such as:

• Insurance marketing strategy
• SEO and digital transformation in financial services
• Customer retention and lifetime value
• Brand development and ecosystem partnerships
• Animal welfare and conservation

She holds a Master’s and Bachelor’s degree in Marketing from the University of Hertfordshire and is a strong advocate for ethical, inclusive, and socially conscious business practices.