Alastair Pegg Expert Spotlight - May 2026

What is your role now since leaving corporate life?

Founder of AMPM Marketing Ltd, providing board-level marketing consultancy to financial services and regulated businesses. I help organisations unlock sustainable growth by aligning brand, customer insight, data and digital to deliver measurable commercial outcomes.

How long have you been an expert of Camelot?

Recently joined in 2026.

Have you been a panel expert on any Road Tests?

Not yet, but I’m looking forward to contributing—particularly on challenges around growth, customer experience and the evolving role of brand in regulated markets.

Are you a leader or a member of a Camelot Special Interest Group? 

Not currently, but keen to get involved in areas such as marketing effectiveness, customer experience and AI in insurance. I’m especially interested in how firms balance innovation with trust, transparency and regulatory expectations.

Area of expertise:-

Marketing / Growth

Highest/proudest most recognisable previous role:-

Former Marketing Director, The Co-operative Bank – led brand and customer turnaround post-crisis.

How long have you been doing this subject/area?

30+ years

What is your company name?

AMPM Marketing Ltd

What is your LinkedIn profile URL?

https://www.linkedin.com/in/alastairpegg/

1. Please can you provide some examples of recent projects/professional high points that you’ve worked on? 

I have led a number of growth and transformation programmes across financial services and adjacent sectors. Recently delivered a turnaround for a retirement living business, improving conversion and reducing cost per lead through CRM and customer journey optimisation. Built a “One Brand” strategy post-acquisition for a national insurance broker, driving strong digital growth. Previously led the marketing turnaround at The Co-operative Bank, reversing customer decline and rebuilding trust through insight-led brand and digital strategy.

2. What is your unique selling point? What makes your business approach unique? 

I connect brands to commercial outcomes. My focus is turning marketing into a measurable growth engine—aligning customer insight, data and digital execution to drive acquisition, retention and lifetime value.

3. Do you have a Favourite quote? 

“Clarity is commercial”

4. Any professional goals for the upcoming year? 

To build a portfolio of advisory and interim roles within financial services and insurance, supporting firms to drive growth through better customer understanding, stronger propositions and more effective use of data and AI. I’m particularly interested in helping organisations treat brand as a strategic asset—shaping demand, improving conversion and building long-term trust in increasingly competitive markets.

5. And… Last but not least, how does being an expert of Camelot help you/or add value to your business? 

Camelot provides a high-quality forum to test ideas, challenge thinking and stay close to real industry issues. It’s valuable as both a sounding board and a way to contribute practical, commercially grounded experience. For me, it’s about sharing what works in practice while learning from others tackling similar challenges across the insurance ecosystem.