The corporate member of the Institute of Financial Planning has appointed Mr Welham to lead its digital marketing strategy.
Mr Welham joins from Virgin Money where he worked as head of customer marketing and prior to that he worked for Nationwide Building Society and Derbyshire Building Society.
He will report directly to David Thompson, managing director of Elevate, and will lead the creation and delivery of 'digital first' marketing with focus on the Elevate platform.
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Mr Thompson said: "Alistair joins at an exciting time for AXA Wealth as the business continues to move towards a more modern, digital and customer-focused wealth management organisation."
Mr Welham said: "As the financial services industry increasingly looks to new methods of marketing, particularly in the digital space, it will be key for AXA Wealth to demonstrate it is at the forefront of the market.
"I plan to bring my experience from financial services and other industries to AXA Wealth, together with my understanding of consumer behaviour, to ensure our business goes from strength to strength."

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