Berjaya Sompo's digital lead Roy Siew joins Tune Protect Malaysia

Berjaya Sompo's head of digital, Roy Siew, is joining Tune Protect Malaysia as head of eCommerce beginning 5 May. In his role, Siew (pictured) will support Tune Protect's digital growth ambitions as the company continues to invest in its digitalisation efforts to become the leading digital insurer in the region. Siew, who will report to chief partnership and eCommerce officer, Janet Chin, told A+M that he will guide the team to put themselves in the customers' shoes and build a lasting reputation.

According to Siew, Tune Protect is looking at opportunities in the eCommerce space amid the pandemic-driven digital acceleration. "This would allow the digital team to engage in more digital partnerships, build better customer experience, as well as launch more relevant digital products that are related to the gig economy," he said.

During his time at Berjaya Sompo, Siew was responsible for developing the company's approach to digital and for coordinating digital initiatives. Besides holding full P&L responsibility, Siew said on LinkedIn that he also played a pivotal role in the digital and customer experience transformation journey.

In a LinkedIn post, Siew thanked his digital team as well as the leaders and colleagues at Berjaya Sompo. "In a short three years, we managed to exceed eCommerce sales targets every single year and launched nine new products for digital direct and partnership distribution," Siew said. According to him, the team also achieved the most engaged department every single year and grew cost per acquisition affiliate partnerships to a third of the company's online business.

He was previously with AXA Affin Insurance for four years, last helming the role of head of digital for the HR department. Siew was also regional marketing manager at CompareXpress and Teledirect. Overall, Siew has more than 10 years of working experience in the digital insurance space. A+M has reached out to Berjaya Sompo for comment.

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