Sun Life names new Asia client and marketing chief

Canadian financial services company Sun Life Financial has appointed David Broom (pictured) as Asia chief client experience and marketing officer. He is responsible for leading the development of the Sun Life brand, marketing, client insight and experience capabilities across Asia to support its transformation and business development objectives.

He reports to Cassandra White, president, digital enterprise Asia. Sun Life's spokesperson told MARKETING-INTERACTIVE that in this role, Broom will strive to further embed a client-centric approach that not only delivers for its clients' needs of today, but also identifies and builds better experiences for their future. Broom also aims to develop digital marketing capability across the region that ensures Sun Life collaborates, shares learnings, fails fast but succeed faster, and ensures client insight and analytics underpins everything the company does.

Broom was previously group chief officer, new business models at FWD Insurance. He was with the insurer for six years, joining in 2016 as head of the D2C business and CMO, Singapore, according to his LinkedIn. During his time there, he led the digital and eCommerce businesses across the FWD Group and built the company's D2C business while partnering withe banks, agents, and brokers to broaden the company's eCommerce footprint.

Prior to that, he was with Aviva for eight years, last helming the role as group digital sales and marketing director based in London. In that role, Broom said on LinkedIn that he developed and led a highly motivated and empowered digital sales and marketing centre of expertise responsible for the operational management of digital assets across web, mobile, and social media. MARKETING-INTERACTIVE has reached out to FWD Insurance for comment on Broom's replacement.

Just last week, Sun Life Financial Indonesia, a subsidiary of Sun Life Financial, deepened its partnership with CIMB Niaga. Sun Life Indonesia currently offers insurance solutions to CIMB Niaga customers through digital and out-of-branch channels. This new agreement makes Sun Life Indonesia the provider of insurance solutions to CIMB Niaga customers through all channels for a term of 15 years starting in January 2025. It also extends the term of the existing relationship by six years to 2039.

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