Manulife SG's chief customer officer and marketing boss Kwek-Perroy Li Choo exits

Manulife Singapore's chief transformation officer and chief customer officer Kwek-Perroy Li Choo (pictured) will be leaving the company. She first joined the insurance company in 2016 into the newly-created role of chief customer officer and regional head of bancassurance marketing. Kwek-Perroy was brought in to replace Wendy Walker, who was the senior vice president, and chief marketing officer of the company then.

In her three years with Manulife, Kwek-Perroy has been involved in several out-of-box campaigns and forging new partnerships. One recent example is the launch of “The Manulife Vault Game” as part of its retirement campaign. The Manulife Vault Challenge consisted of a memory sequence for users to crack in order to unlock the vault and collect virtual currency, and later had contestants compete live at Jewel Changi Airport. This came not too long after Manulife secured naming rights to the Sky Nets attraction at Jewel.

Manulife Singapore was crowned “Marketer of the Year” at Marketing's Marketing Excellence Awards 2019. Four of the brand’s campaigns won first place, but it was the “#adulting” campaign that really stood out to the judges. Its other winning campaigns were “God of Huat”, “Mrs Fortune Teller”, “Museum of Claims”, as well as “Signature Indexed Universal Life Launch”; and "Stop the Drama".

"I was brought into Manulife to transform the marketing function, and after a very good three years, it is fair to say that the STEM - strategy, transformation and experiential marketing - team (previously known as marketing) is one of the most dynamic teams in Manulife, with some of the most talented people we could have laid our hands on," Kwek-Perroy told exclusively to Marketing.

She added: "We have achieved many things in 36 months for the brand with the highlight notably being the first insurer ever to be recognised as "Marketer of the Year" with Marketing Magazine in November. The team is in a good place to carry on the good work. They know what to do. I would just like to be remembered as the person who showed the rest that a holistic STEM team can be the driving force in an organisation, leading the strategy, exciting employees, leading technology roll-outs and most importantly, reminding people day in day out that we need to use the customer as our compass in every decision we make."

Prior to her stint with Manulife Singapore, Kwek-Perroy was the chief marketing officer at AXA. During her tenure, Kwek-Perroy spearheaded AXA’s entry into the integrated shield market and improved the company’s brand awareness in the country. In her 14 years with AXA, she has has held various positions in different countries. Kwek-Perroy was also in a director role at the regional finance office at AXA in Brussels and was responsible for the company’s regional finance strategic performance and initiatives. Previously, Kwek-Perroy has also worked with companies such as Deloitte and Great Eastern Life Insurance.