Alison Traboulsi Appointed Head of Marketing, EMEAA

Alison Traboulsi joins to build regional marketing capability as Trawick International invests in brand, customer experience and sustainable growth

LONDON, UK — Trawick International has appointed Alison Traboulsi as Head of Marketing for EMEAA (Europe, Middle East, Africa and Asia), supporting the company's continued expansion across the region and investment in the marketing capability needed for its next phase of growth.

The newly created role reflects Trawick International's commitment to building marketing as a strategic commercial function that supports brand growth, customer engagement, digital discovery, partnerships and long-term business performance. Alison joins Trawick International's global marketing organisation, led by Vice President of Marketing Emily Tarkany, extending the company's marketing leadership and regional capabilities across EMEAA.

Alison brings more than 15 years' experience building brands and driving commercial growth across the insurance and travel sectors. She joins from Direct Line Group, where she led marketing for Direct Line for Business and founded the marketing function for Direct Line Cycling Insurance, helping diversify the brand's product offering. Prior to this, she led social media across Direct Line, Churchill, Privilege and Green Flag before spending more than five years as European Head of Social Media at lastminute.com.

In her new role, Alison will lead the development of Trawick International's marketing capability across EMEAA, supporting business growth through an integrated marketing ecosystem spanning brand, customer insight, content, digital marketing, partnerships and demand generation.

The appointment comes as Trawick International continues expanding its portfolio of travel protection solutions, including the recent launch of Cancel For Any Reason (CFAR) cover in the UK. The enhanced offering gives eligible travellers greater flexibility by allowing them to cancel their trip for reasons beyond those typically covered under standard travel insurance policies. CFAR forms part of Trawick International's wider strategy to evolve its product portfolio, with additional innovations planned as the business continues to strengthen its offering across international markets.

Daryl Trawick, CEO and President of Trawick Holdings, said:

"As we continue expanding across EMEAA, it's important that we're building our business with people who truly understand the markets they serve," said Daryl Trawick, Founder and President of Trawick Holdings. "Alison brings more than two decades of experience in the UK insurance and travel industries, along with a deep understanding of the customers, partners and distribution landscape. As we continue investing in regional growth, having local leadership with that level of market knowledge is essential to building stronger relationships and delivering solutions that truly resonate across EMEAA. As we've grown into a global business, we've remained committed to building strong regional teams rather than managing every market from a single location. That's how we create authentic connections with our customers and partners, and it's a philosophy that will continue to guide our international growth."

Alison Traboulsi, Head of Marketing, EMEAA, Trawick International, said:

" Insurance is built on trust, and marketing has a critical role in helping customers discover, understand and choose brands they can rely on. I'm excited to help strengthen Trawick's presence across EMEAA by building a marketing ecosystem that supports long-term commercial growth and lasting customer relationships".

As customer journeys continue to evolve and digital discovery increasingly shapes purchasing decisions, Trawick International is investing in the people, capabilities and products needed to build stronger relationships with customers, partners and distribution channels across the region.