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AIA Singapore names new chief marketing and proposition officer

AIA Singapore names new chief marketing and proposition officer

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Pan-Asian life insurance group AIA Singapore has named Irma Hadikusuma as its new chief marketing and proposition officer, effective 1 December this year. Hadikusuma currently helms the role of chief product proposition officer at the firm. 

Under Hadikusuma's leadership, the integrated marketing and proposition function will look to propel AIA Singapore’s customer-focused agenda, AIA said in a statement. This strategic integration will harness the synergy of AIA Singapore’s brand and customer value proposition in delivering our health and wealth strategies to further its commitment to helping the community live healthier, longer and better lives.

Don't miss: AIA HK highlights importance of wealth-wellness balance in new campaign 

Prior to her appointment, as chief product proposition officer, Hadikusuma worked on building innovative and customer centric solutions for AIA Singapore. 

An accomplished veteran with over 20 years’ experience in the insurance industry, Hadikusuma was previously regional business development director with AIA Group, where she was instrumental in delivering key strategic agendas across multiple nascent and mature countries. Prior to that, she was head of the product and investment-linked fund for AIA Singapore, playing a pivotal role in pioneering many first-in-market solutions as well as innovative long-term savings strategy for AIA Group, according to the company. 

She has also worked in local and regional companies such as Aviva, UOB Life Assurance and Great Eastern Life where she held leadership roles in actuarial pricing, valuation, digital marketing, customer segmentation and business development.

“The combined marketing and proposition role will further energise our brand and customer value proposition, said Wong Sze Keed, chief executive officer of AIA Singapore. "Hadikusuma's appointment is testament to her achievements in advancing our commitment to customers through curating a compelling suite of innovative solutions which sets AIA Singapore apart. Her impeccable leadership track record and commitment to excellence will be key in accelerating AIA Singapore’s customer and growth agenda.”

Alongside her appointment, AIA has also appointed Peter Lee as its new chief technology officer. 

Lee will be responsible for developing and implementing technology strategies to realise AIA Singapore’s vision and business priorities as a life insurer. He will focus on innovations to continually enhance customers’ experiences with the company, ensuring that AIA Singapore’s tech and digital solutions are aligned with Singapore’s Smart Nation ambitions; and bolstering operational efficiencies and internal processes by developing a comprehensive technological advancement roadmap to transform the business, it said. 

Lee began his career at Accenture and brings a wealth of experience backed by a strong leadership track record in various country and regional leadership roles at New York Life, Zurich Insurance and MetLife Insurance.

He joins AIA Singapore from Malaysia where he was the Asian and African markets general manager, group operations, AXA. There, Lee led the IT shared services
operations and digital transformation efforts in Asia and Africa.

"I am confident that Lee will be a strong addition to our management team and will continue to drive transformation for AIA Singapore’s digitalisation agenda," said Wong.

"More importantly, with both Lee and Hadikusuma's appointments, I’m confident that AIA Singapore will continue to strengthen our focus on customer excellence and the way we use technology across our organisation to deliver the best service experience,” she added.

In tandem, AIA has also appointed Melita Teo, who is currently chief customer and digital officer to the role of chief executive officer designate at AIA Philippines with effect from 1 December 2023.

In her current role, Teo was instrumental in strengthening the customer, brand, health, and wellness propositions of AIA Singapore.

Under her leadership, the enterprise-wide analytics capabilities and usage were enhanced, and the delivery of an integrated digital experience across customers and distribution were accelerated, according to AIA. 

The news comes shortly after AIA Group names two new independent non-executive directors as independent non-executive directors (INED) and members of the nomination committee of the company, both with effect from 1 July.

Within their new roles, both Pangestu and Tee will report to Edmund Tse, AIA Group Chairman. Prior to her new role, Pangestu was World Bank’s managing director of development policy and partnerships recently. Meanwhile, Ong previously served as the chairman of the Accounting and Corporate Regulatory Authority in Singapore.

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