Sun Life nabs HSBC Life exec as HK marketing chief

Sun Life Hong Kong has appointed Luzanne Chong (pictured) as its new chief client and marketing officer, reporting to Mahima Tankha Marwah, chief client experience and marketing officer for Asia, Sun Life and Clement Lam, CEO, Sun Life Hong Kong.

Relocating from Singapore to Hong Kong, Chong is tasked with leading the chief client and marketing duties for Sun Life Hong Kong, with responsibility for brand and marketing, communications, customer propositions and experience, digital services and lead generation. 

Her focus moving forward will be on delivering business growth, raising financial literacy awareness, and enhancing retirement readiness through the eMPF business and strengthening client propositions such as China market visitors, high-net-worth individuals and more.

Most recently, she served as chief commercial officer at HSBC Life Singapore, leading commercialisation, strategic planning, brand, marketing, customer experience, digital and data initiatives for the insurer. Prior to HSBC Life, she had helmed various senior marketing roles at renowned companies such as Prudential Assurance Company Singapore and FWD Insurance. 

In conversation with MARKETING-INTERACTIVE, she said Singapore has given her tremendous opportunities to learn, grow and build her career, and she's very grateful for that. 

"Both Singapore and Hong Kong are important international financial centres and major wealth hubs in Asia. For me, Hong Kong is a natural next step in my learning and growth. Its proximity and connectivity to Mainland China gives me the opportunity to deepen my understanding of a market and customer segment that will continue to play an important role in the region’s wealth and insurance landscape."

It is also a move that is meaningful for her family, as they have wanted for some time to experience living closer to China, she added. "There is much to learn and adopt as China is advancing it’s financial and AI capabilities at tremendous speeds. What makes joining Sun Life particularly exciting is the scale, heritage and momentum of the business. In 2027, Sun Life will celebrate 135 years in Hong Kong, which says a lot about the trust it has built across generations, while the business continues to grow and evolve."

"In my new role, I will be bringing together brand and marketing, customer experience, digital services and agency lead generation. I’m looking forward to understanding the business deeply, getting close to our customers and distribution partners, and finding new ways to connect these capabilities to create better experiences and support the next phase of growth for Sun Life Hong Kong," she added. 

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