Sun Life onboards Philip Chau as Asia regional marketing performance director

Sun Life has onboarded Regal Hotels International's former VP and group head of marketing Philip Chau (pictured) as regional director, marketing performance and operations, Asia.

In this newly-created role, Chau will be driving the marketing performance strategy and operations across all Asia markets of Sun Life, including Hong Kong, Philippines, Indonesia, Malaysia, Singapore, and Vietnam, Chau told MARKETING-INTERACTIVE.

He brings over 17 years of experience in digital innovation, performance marketing and advanced analytics, having worked in corporate, agency and start-up environments.

Prior to Sun Life, Chau was vice president and group head of marketing at Regal Hotels International, where he had helmed the role for one year and seven months. He departed in January and went on a career break. He joined Regal in 2022 and led the group marketing department covering 12+ hotels across Asia.

“When I joined Regal, I set out to deliver a number of key initiates to help bring the company’s brand and innovation forward, and I am proud to say that I have successfully achieved these goals and more, therefore I am happy with the impact I have made,” he added.

He looks forward to working with all of Sun Life's Asia markets to drive data or insight-driven marketing strategy and performance excellence, ultimately maximising marketing ROI. 

MARKETING-INTERACTIVE has reached out to Sun Life for more information.

Some of the achievements Chau has made during his time at Regal include the revamp of all 17 websites across the group, last updated 10 to 20 years ago, which is an important step in bringing the brand into the modern digital times.

Prior to Regal, he headed the group marketing function at Great Eagle Holding, where he led the strategy in marketing innovation, digital marketing and MarTech across a range of business units such as hotels, residential properties, co-working spaces, and shopping malls, amongst others.

Don't miss: Sun Life HK celebrates 131 years with heartwarming regional campaign

Back in October last year, Sun Life launched a new multi-year brand campaign as it celebrates 131 years of supporting Hongkongers through ESG-investing focused insurance products, strategic market expansion and customer-oriented digital transformation.

The campaign is part of five individual campaigns co-created with local teams across the Asia region to ensure local relevance. It aims to boost Sun Life's brand health across the region, it said when MARKETING-INTERACTIVE reached out.

The campaign featured a heartwarming brand film that highlights that life does not always go as planned. You could fall down, go through a breakup or lose a job. Or, you could get married, go on a family holiday, or be enjoying your retirement. No matter what, the film says, Sun Life is always there to support you. 

Related articles:

Sun Life picks new Asia chief client experience and marketing officer
Sun Life reaffirms brand promise by sponsoring Pokémon Run HK 2024
Sun Life HK celebrates 131 years with heartwarming regional campaign