Cigna Healthcare Singapore names new CMO and head of customer experience

Cigna Healthcare Singapore has appointed Jaslyin Qiyu (pictured) as its new chief marketing officer and head of customer experience for Singapore and Australia. She will be reporting to Robert Peat, CEO of Cigna Healthcare, APAC. 

Based in Singapore, Qiyu will oversee marketing strategy and customer experience initiatives across both markets. She will be responsible for developing and executing integrated marketing strategies, enhancing customer engagement, and driving brand growth in the region.

Qiyu brings over two decades of experience in marketing, digital transformation, and customer engagement. Most recently, she served as managing director of Mad About Marketing Consulting, a fractional marketing consultancy offering B2B and B2C marketing, communications, martech, and change management advisory services across Asia.

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Prior to that, she was head of client marketing and digital capabilities at Citibank Singapore, where she led client-focused marketing initiatives and strengthened the bank’s digital capabilities.

According to her LinkedIn, Qiyu served as senior director and head of Southeast Asia marketing at JLL in 2019, where she led marketing strategy and regional team management across the ASEAN-6 markets. She also spearheaded localised content strategies to elevate the profile and visibility of the firm’s subject matter experts in the region.

Before that, in 2018, she was regional director and head of marketing for Asia at Kantar, where she led B2B marketing strategies and the regional rebranding of One Kantar across key markets including China, Indonesia, Korea, Malaysia, the Philippines, Taiwan, Thailand and Vietnam. Earlier in her career, Qiyu held roles at EY, State Street and OCBC.

In conversation with MARKETING-INTERACTIVE, Qiyu said, "I am honored and excited with the opportunity to help solidify Cigna Healthcare’s position as the leading healthcare provider in this region.”

MARKETING-INTERACTIVE has reached out for more information. 

Her appointment comes as several brands in the health and wellness space continue to strengthen their marketing leadership. In August this year, Novi Health named Tempest Jody Larrichia as head of growth, overseeing the brand’s growth, marketing and partnerships. The appointment was aimed at cementing Novi’s position as a leading destination in the health longevity and preventative care space.

Larrichia, formerly chief marketing officer at Flash Coffee, said his focus will be on complete brand alignment — spanning social, advertising, community, partnerships, copy, website, and the overall look and feel of Novi’s clinics — to ensure unified client-facing experiences across communications, customer service and packaging.

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