Manulife elevates Lay Ean Goh to senior director of brand and marketing

Manulife has appointed Lay Ean Goh (pictured) as senior director of brand and marketing for Asia. Her appointment was effective from March 2022. Goh joined Manulife as director, brand and marketing for Asia in January 2019 and was a brand custodian in this position, supporting 10 markets in Asia to grow brand awareness and consideration.

In this position, she developed ManulifeMOVE's brand refresh logo and visual identity, launched ManulifeMOVE’s regional campaign in 2019, and developed offline events such as Angkor Wat Marathon 2019’s key visual for the event which was used for three consecutive years.

Goh also boasts experience in the insurance industry as she worked for AXA from 2015 to 2018, where her last position was manager of regional marketing for the AXA Asia regional office. In this position, she drove global brand strategy and grew brand awareness in Asia, managed rebranded across 14 entities with clear communication, roll-out plans and training, and implemented an integrated marketing communications plan and KPI tracking report. She was also responsible for two new advertising campaigns in Hong Kong, including "Lifelong Care Partner insurance" and "Your Life, Your Choice critical illness insurance" to tap into a gap in the market.

Prior to this position, she was project manager of regional marketing for the AXA Asia regional office, where she led the simplification project that reduced customer documents to improve customer experience, and managed digital user insights study for seven markets in Asia which identified personas and conducted customer journey mapping to identify pain points and action plans.

In the early stage of her career, she worked for FMCG brands such as Cerebos, SC Johnson and Unilever Foodsolutions in Australia.

Recently, chief marketing and experience design officer at Manulife Asia, Julie Nestor joined Mastercard as SVP, head of marketing and communications for Asia Pacific. Nestor leads Mastercard's integrated marketing and communications team, which plays a critical role in building and maintaining corporate reputation, as well as bringing Mastercard's promise to life for banks, fintechs, governments, merchants, consumers, and other stakeholders. She also focuses on deepening consumer engagement through Priceless - the company's long-standing marketing platform.

She reports jointly to Ari Sarker, president, Asia Pacific, and Raja Rajamannar, chief marketing and communications officer and president, of healthcare. Nestor also becomes a member of the Asia Pacific Leadership Team and the Global Marketing and Communications Leadership Team. She succeeds Rustom Dastoor who has relocated back to New York as EVP, North America, marketing and communications, after four years in the role.

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