KUALA LUMPUR (Feb 11): Hong Leong Assurance (HLA) said it has appointed Christine Cheu as its Chief Operating Officer to lead Product Development, Marketing, Branding, Communications and Digital Marketing, effective Dec 1, 2014.

In a statement released yesterday (Feb 10), HLA said Cheu brought with her over 20 years of experience in product and business development, actuarial, market research, branding and marketing in the insurance industry, with regional exposure throughout Asia and Europe.

HLA is one of the largest insurance companies in Malaysia, offering financial planning and protection solutions to meet the various needs of Malaysians at different stages of their lives.                                                                          

Prior to joining HLA, Cheu was the chief marketing officer of Zurich Insurance Malaysia, where she led the development and implementation of strategic plans for marketing, propositions, corporate communications, and alternative distribution functions.

Prior to that, she was the head of proposition management of Global Life Corporate Centre with Zurich Insurance Switzerland, where she supported the latter’s European business units in the development of new propositions, including cross-border initiatives, said HLA.