Marketing Featured East Asia

Manulife elevates HyounJoo Choe as new chief customer officer for Hong Kong, Macau

Hong Kong – Insurance company Manulife in Hong Kong has elevated HyounJoo Choe, former regional head of customer experience and design at Manulife Asia, to be its new chief customer officer for Hong Kong and Macau. 

As a member of the senior management team, Choe will now be leading all customer experience and strategic marketing functions including marketing, customer relationship management, advanced analytics, insights, and corporate communications. She will also play a pivotal role in driving Manulife Hong Kong’s branding and corporate social responsibility efforts.

In her previous role at Manulife Asia, Choe oversaw the CX transformation agenda, driving strong customer engagement and delivering strong results in the relationship and transactional CX scores. She also succeeded in leveraging human-centred design principles to drive CX excellence across various digital platforms.

Choe has more than 25 years of professional experience in the financial industry. Prior to joining Manulife, she was the head of digital at MetLife Korea, where she was instrumental in driving digital transformation and developing enterprise digital strategies. Before that, she also held various leadership roles at AIA Korea, including as head of strategy, head of direct marketing, and head of operations and technology. 

Pankaj Banerjee, the interim CEO for Manulife Hong Kong and Macau, commented that they are thrilled with the appointment of Choe as their chief customer officer, as she has played a leading role in driving forward their customer experience agenda in Asia since joining Manulife in 2021. 

“An outstanding and highly experienced leader in the industry, HyounJoo brings a wealth of knowledge and expertise to our franchise expansion in Hong Kong and Macau. Her proven track record and leadership credentials will add tremendous value to our winning team as we continue our journey to help make customers’ lives better and decisions easier,” said Banerjee.

Manulife Hong Kong said that the appointment of Choe highlights its ongoing commitment to promoting talent who can leverage customer-centric and market-leading strategies to benefit the people of Hong Kong and Macau.

Just recently, Manulife Hong Kong launched a multichannel marketing campaign to highlight how to increase the chances of survival against critical illness. This aims to promote Manulife’s two new critical illness plans, namely ManuPrimo Care and ManuPrimo Care.