Etiqa Insurance names head of brand and communications

Etiqa Insurance and Takaful has promoted Michelle Wee to head of brand and communications reporting to chief strategy officer Chris Eng. Etiqa's spokesperson told A+M that Wee (pictured) will execute the brand strategy for Etiqa as a group, cover life and general insurance as well as family and general Takaful. She is also tasked with enhancing equity and awareness amongst consumer prospects and overall consumers to increase brand awareness.

At the same time, Wee will oversee the brand, PR, CSR, and corporate digital content pillars at Etiqa. She is also the regional branding lead for Etiqa's regional offices in ASEAN. Wee was most recently branding manager and has been with the company since 2014.

According to Etiqa, Wee has over 20 years of experience in media, advertising and branding. She was responsible for assisting Etiqa in achieving the best-perceived insurance brand position in Malaysia in 2020 and 2021, as measured by Nielsen. Wee takes over from Siti Hajar Rizlan, former head of brand marketing who recently joined Takaful Malaysia as CMO.

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