Prudential HK names new chief customer and marketing officer

Prudential Hong Kong has appointed Ivan Choi (pictured) as its new chief customer and marketing officer, effective from 18 December 2023. He succeeds Priscilla Ng, who was previously the chief marketing and partnership distribution officer.

Within his new role, Choi reports to Prudential Hong Kong CEO Lawrence Lam. Choi brings a deep and diverse range of experience to the role from the financial services and FMCG industries. Joining Prudential from AIA, he is responsible for leading Prudential’s brand, digital marketing, data analytics and customer experience management. 

Over the past 13 years, Choi has held senior roles at AIA’s global and Hong Kong offices, including head of marketing and business planning in Hong Kong, regional marketing partner and head of insights and customer propositions.  

He also led strategy development and marketing for AIA Hong Kong’s wealth and pension products, and spearheaded region-wide customer experience transformation, marketing and customer insights, together with proposition innovation processes. 

Meanwhile, the company has also named Tracy Leung chief partnership distribution officer, effective from 1 December 2023, and she reports to Lam too. 

In her role, Leung has overall leadership and management responsibility for driving sales and growth of Prudential’s bancassurance, brokerage and high-net-worth (HNW) business. 

Through Prudential's partnership distribution channel, she will continue to strengthen the bancassurance and brokerage partnerships to maximise opportunities and explore options to expand new distribution capabilities with elite partners. 

The appointments underscore the brand’s commitment to achieving sales excellence with Prudential’s bank partner, as well as driving Prudential’s innovation-led business strategy through our customer-centric approach, according to Lam.  

“I’m pleased to welcome Leung and Choi on board. Their wealth of experience and tremendous industry knowledge in their respective specialisations, along with proven track records for delivering results, make them both important additions to our leadership team,” Lam added. 

Meanwhile, Choi said: “Prudential is known for actively listening to its customers and responding to their evolving needs with a variety of tailored health and wealth solutions. Building on the strong foundation laid by the team, I'm excited to spearhead the company’s marketing strategy and usher it in a new level of growth, while focusing on customer-centric solutions and expanding the brand’s footprint in both Hong Kong and the GBA.” 

Leung said: “I’ve seen in recent years how Prudential has really built up strong momentum in its bancassurance business and grown its broker networks, making it very much an industry leader in Hong Kong. It’s wonderful to now be part of it and I am eager to work with the team to deliver further growth, while supporting its diverse range of products and partnerships.” 

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