Tokio Marine Life Singapore picks Adeline Tiah to head marketing

Former UOB and HSBC marketer, Adeline Tiah (pictured), has been appointed as head of marketing at Tokio Marine Life Singapore. She will taking over Manisha Seewal's former role, as Seewal moved to Carro in August. Tiah will report into chief distribution officer, Michael Tan.

Tiah will be tasked to manage the full spectrum of marketing, including branding, sponsorship, PR and digital marketing. She will also be responsible for developing the customer value proposition and leading the charge to build a more data driven and customer centric approach to marketing. This will be in support of driving sales through the various distribution channels.

Prior to her appointment, Tiah took a career break last year, pursuing career coaching during the time. Previously, she helmed head of marketing for wealth segments at UOB and head of marketing and partnerships in UOB Travel. She was responsible for the development and implementation of brand and PR strategies as well as differentiated propositions for wealth segments. This includes deepening customer relations and brand equity.

In addition, in her stint with UOB, Tiah led marketing campaigns which included advertising and digital marketing campaigns. Some of the clients she partnered with includes Google and Facebook, helping the industry giants drive social media and content marketing campaigns.

Meanwhile at HSBC, as vice president and head of brands and sponsorships, she developed customer segmentation strategies and marketing campaigns through data insights to drive product sales for investment and insurance. She also handled and drove the PR strategy as well as negotiate sponsorship rights for an investment.

Before this, Tiah was with M1 for over nine years, managing brand and marketing for the telco. She is also the co-founder of a women's organisation called "ABC Women".

“I am excited at the opportunity to bring a fresh perspective to Tokio Marine Life Singapore, in a highly commoditised and competitive industry where (the use of) data and customer experience will be a key differentiator," Tiah said.