AXA HK and Macau's Angela Wong steps up as chief marketing and customer officer

AXA Hong Kong & Macau’s head of brand, advertising and customer management Angela Wong (pictured) has stepped up as chief marketing and customer officer, succeeding Andrea Wong, who has joined Shangri-La as SVP of group marketing and communications. 

Don't miss: Shangri-La onboards AXA's Andrea Wong as SVP of group marketing and communications

Within her new role, Wong reports to David Ng, deputy chief executive officer, AXA Hong Kong and Macau.  

She is responsible for the dynamic marketing functions, including but not limited to brand management, advertising, social media and digital marketing, events and sponsorships, across multiple insurance businesses within the organisation, as well as overseeing customer strategy and insight and corporate communications teams. 

Wong brings a wealth of expertise in audience growth, campaign management, and event sponsorship. She has been with AXA for over 14 years, with her most recent role as head of brand, advertising and customer management. 

Prior to joining AXA, Wong held influential marketing positions in telecom and banking industries and was responsible for marketing in Hong Kong and Greater China.

In a conversation with MARKETING-INTERACTIVE, Wong said the marketing strategy moving forward should be centred around customer centricity, driven by customer insights.  

“Our aim is to create resonance and relevancy among the target audience through customised marketing messages, leveraging the latest technology and AI, as well as a data-driven approach,” she said. 

Innovation plays a vital role in creating memorable and impactful marketing campaigns that not only grab attention but also foster a deep connection with our audience, she added. “By leveraging innovation in our advertising approach, we aim to deliver messages that resonate, inspire, and drive action.” 

“Moreover, I firmly believe in purpose-driven branding. As a global insurer, we recognise our responsibility to give back to the community. This entails active participation in climate-related initiatives and offers inclusive solutions for the unprotected such as people with substandard health conditions, as well as embedding sustainability across the customer journey,” she added. 

Looking ahead, Wong foresees the marketing landscape will remain dynamic and highly competitive. Therefore, it is imperative to maintain a clear strategic focus by embracing a forward-looking perspective and implementing an integrated marketing approach.  

“This will enable us to maximise reach and engagement, and ultimately drive business objectives. We innovate with purpose and create a positive impact on the society and customers,” she added. 

"I am excited to embark on my new role as chief marketing and customer officer, where I can leverage my experience and expertise to strengthen AXA’s brand and proposition in the market. With the expanded role, I look forward to collaborating with broader teams to spearhead innovative initiatives and cultivate a positive impact among both customers and society,” she said with regard to her new role.  

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