Manulife HK appoints new chief customer officer to elevate marketing

Manulife Hong Kong has appointed HyounJoo Choe as the new chief customer officer of Hong Kong and Macau. As a member of the senior management team, she will play a pivotal role in driving Manulife Hong Kong's branding and corporate social responsibility efforts.  Choe will lead all customer experience and strategic marketing functions including marketing, customer relationship management, advanced analytics, insights and corporate communications.

Prior to her new role, Choe served as regional head of customer experience (CX) and design at Manulife Asia, where she oversaw the CX transformation agenda, driving strong customer engagement and delivering strong results in relationship and transactional CX scores. She also succeeded in leveraging human-centred design principles to drive CX excellence across various digital platforms.

Choe has more than 25 years of professional experience in the financial industry. Prior to joining Manulife, she was head of digital at MetLife Korea, where she was instrumental in driving digital transformation and developing enterprise digital strategies. Before that, she held various leadership roles at AIA Korea, including as head of strategy, head of direct marketing, and head of operations and technology.

“We are thrilled with the appointment of Choe as our chief customer officer. Since joining Manulife in 2021, Choe has played a leading role in driving forward our customer experience agenda in Asia. A highly experienced leader in the industry, Choe brings a wealth of knowledge and expertise to our franchise expansion in Hong Kong and Macau. Her proven track record and leadership credentials will add tremendous value to our winning team as we continue our journey to help make customers’ lives better and decisions easier,” Pankaj Banerjee, interim CEO, Manulife Hong Kong and Macau added.

Most recently, Manulife Hong Kong has launched a multichannel marketing campaign to highlight how to increase the chances of survival against critical illness, with the introductions of Manulife’s two new critical illness plans, ManuPrimo Care and ManuPrimo Care (BestStart). 

Devised by Manulife’s creative partner dentsu, the campaign kicked off on 1 August with a product launch event and the premiere of an action-packed, entertaining cinematic commercial featuring well-known Hong Kong actors Gordon Lam and Louise Wong as product ambassadors.

Highlighting the message of easing the financial burden of medical costs and early protection, it features a couple – Lam and Wong – who are special agents discussing the importance of upgrading their critical illness plans over dinner. The engaging online commercial creatively promotes the health benefits and financial support of the plans to a wide target audience in Hong Kong. 

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