Manulife names new CMOs for HK and Greater China

Manulife has appointed Celia Ling (pictured left) as chief marketing officer for Greater China and Alice Ma (pictured right) as chief marketing officer for Hong Kong and Macau, effective 1 July. 

The appointments aim to strengthen Manulife's position in Greater China and enhance customer value across the Chinese Mainland, Hong Kong and Macau, driving greater integration, scale and business impact across the region.

In her expanded role, Ling will lead the overall marketing and customer strategy across Greater China. She will play a pivotal role in strengthening connectivity across markets, driving synergies and scale, and advancing shared capabilities to deliver a more integrated brand and customer experience.

Her priorities include setting strategic direction, advancing data- and AI-driven growth marketing, and fostering closer collaboration across business, distribution, digital and technology teams to support business growth. She will also lead the development of more connected wealth and health propositions and services.

Since joining Manulife, Ling has led the marketing function for Hong Kong and Macau, strengthening the company’s brand, advancing its customer-led transformation, and embedding data and digital capabilities to deliver measurable business impact. She has worked closely with distribution and operations teams to drive strong performance across key metrics.

Ma, who currently leads brand marketing, engagement and partnerships for Manulife Hong Kong and Macau, will assume responsibility for end-to-end marketing strategy for both markets in her new role. She will oversee brand development, customer engagement, partnerships, and growth initiatives to drive business performance and enhance customer outcomes. She will also join the Hong Kong and Macau senior management team.

Ma brings over 20 years of experience in brand building, customer engagement and strategic partnerships across the insurance and hospitality sectors. Since joining Manulife in 2023, she has played a key role in strengthening the company’s brand presence and delivering impactful campaigns and partnerships in Hong Kong and Macau. 

“These appointments reflect our continued focus on strengthening leadership capabilities to support our growth ambitions across the region,” said Patrick Graham, CEO, Manulife Hong Kong and Macau. “Ling has laid a solid platform in Hong Kong and Macau through strengthening how we connect with customers and leverage insights, and her expanded role will help drive greater integration and scale across markets."

"Alongside this, Ma’s appointment reflects her strong track record in elevating our brand and deepening customer engagement in both markets. I am confident they will continue to advance our growth strategy and deliver greater value for our customers," he added.

Harshal Shah, chief marketing officer, Manulife Asia, said: “These appointments reinforce our commitment to building more connected, future-ready marketing capabilities. They reflect strong continuity and the depth of our marketing leadership. Ling’s expanded role builds on the solid foundation she has established in Hong Kong, ensuring collaboration and leveraging synergies across the Greater China region."

"Ma’s appointment highlights our commitment to developing leaders from within. She will strengthen local execution and continue to deliver customer-focused experiences at scale. Together, these appointments drive greater connectivity across Greater China while enhancing execution in Hong Kong and Macau," she added.

By evolving its marketing leadership structure, Manulife is doubling down on building a strong leadership pipeline to capture growth opportunities, while further elevating brand impact and customer experience to support growth across the region.

MARKETING-INTERACTIVE has reached out to Manulife for more information.

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