AIA Philippines CMO Melissa Henson steps up as BPI AIA CEO

BPI AIA Life Assurance Corporation (BPI AIA) has appointed AIA Philippines' chief marketing officer Melissa Henson (pictured) as its new CEO, placing a marketing and customer strategy leader at the helm as the bancassurance business enters its next phase of growth.

Henson takes on the CEO role after serving as CMO of AIA Philippines since 2023, where she led the transformation of the insurer's customer engagement and marketing capabilities while advancing initiatives designed to strengthen the brand and support business growth.

Her appointment brings nearly two decades of experience across banking and insurance to BPI AIA, with expertise spanning partnerships, customer strategy and marketing.

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During her tenure as CMO, Henson also accelerated product innovation and speed to market, while leading customer acquisition and cross-selling initiatives aimed at improving distribution effectiveness. She built partnerships across the organisation while delivering commercial outcomes.

BPI AIA is the bancassurance partnership between AIA Philippines and the Bank of the Philippine Islands (BPI). As CEO, Henson will oversee BPI AIA's overall business strategy and operations.

Commenting on the appointment, Jacky Chan, regional chief executive and group chief distribution officer at AIA Group and chairman of the board of BPI AIA, highlighted Henson's customer-focused and partnership-led approach.

"Her deep understanding of both the insurance and banking sectors, combined with her ability to build high-performing teams and trusted partnerships, positions her well to lead BPI AIA into its next stage of growth. I am confident she will continue creating value for our customers, partners, and stakeholders as we advance our purpose of helping people live healthier, longer, better lives," said Chan.

The appointment also comes as BPI AIA seeks to build on the combined capabilities of its parent organisations. BPI brings more than 170 years of banking experience and an extensive network of more than 850 branches and 2,500 ATMs and cash acceptance machines, while AIA Philippines has operated in the country's life insurance market for more than 70 years.

"I am grateful for the continued trust and support of BPI and AIA Philippines, whose longstanding partnership has been the foundation of our success. Looking ahead, we will continue to focus on delivering innovative solutions, creating greater value for customers and strengthening our position as one of the Philippines' leading bancassurance companies," said Henson.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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