Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
With over 5 years as Global Lead of Customer Marketing Management at AIG and 27 years of extensive experience in the insurance industry, I lead customer lifecycle strategy across 13 markets in APAC, Europe, and Latin America. My role involves collaborating with regional and country head of Digital and Direct Marketing to optimize cross-sell, retention, and win-back strategies, ensuring profitable outcomes at each stage. Skilled in profitability management, business efficiency, and global cross-functional team leadership, I oversee marketing and sales funnels to drive new business growth. Net Promoter Certified Associate with extensive experience in Voice of the Customers (VoC), customer journey optimization, customer loyalty strategy, and customer analytics. Proven track record of translating customer insights into strategic initiatives that improve customer experience and retention. My mission is to enable data-driven strategies that strengthen customer engagement and enhance value across AIG's diverse product lines.
Lead the global customer marketing management efforts at AIG, focusing on enhancing customer value and profitability. Partner with Country head of Digital and Direct Marketing across APAC, Europe, and Latin America on customers lifecycle & touch points strategies. Drive top line growth through optimizing cross selling and retention campaigns across Accident & Health and Personal insurance. Manage cross selling initiatives resulted in a US$45M new business portfolio, significantly boosting top line and revenue. Oversee global marketing operations, ensuring efficiency and profit margin delivery across product lines. Serving as EXCO member for AIG Malaysia
Led 4 key business areas: Customer Insight & Engagement, Data Analytics & Intelligence, Digital Marketing, and Integrated Marketing Communication, direct report to CEO as a EXCO member for AIG Malaysia, with matrix reports to the Global Head of Digital & Direct Marketing. Managed digital channel for Motor and A&H with double digits growth year on year. Implemented AI-powered in-house digital marketing capability, improving ROI and reducing digital agency costs. Achieved double-digit digital sales growth annually, sustaining performance during market disruptions. 1. Customer Insight & Engagement Developed and executed customer-centric strategies to strengthen engagement, acquisition, and retention while ensuring portfolio profitability. Led customer research, journey mapping, and experience programs, deploying a Voice of Customer (VoC) platform integrated with CRM. Represented AIG Malaysia in PIAM’s Industry Customer Satisfaction Index Survey committee. 2. Data Analytics & Intelligence Directed analytics and customers data management capability, maintaining a single customer view data mart and applying predictive modelling to target profitable segments. Deployed Tableau BI to deliver real-time insights, enabling data-driven decisions. 3. Digital Marketing Led omni-channel digital transformation, building a structured distribution ecosystem and achieving consistent double-digit digital sales growth, including exceeding targets by 2% during pandemic-year. Led the AI driven digital marketing to optimize ROI, and implemented CRM-integrated online lead management to enhance customer experience. 4. Integrated Marketing Communication Built and led a new marketing team to drive a unified marketing strategies across paid, owned & earned media. Successfully launched the #AIGJagaYou campaign, strengthening the brand trust and awareness, while expanding the digital presence through social media and website optimisation to enhance customer engagement and experience.
Managed marketing intelligence team for multiple countries: Malaysia, Singapore, China, and Thailand. Led budget planning, data integration with CRM, and analytics capability development. Led the expansion of the marketing insight & analytics data management capabilities. Stakeholder management between local country management alignment with regional direction on the setup, delivery, staffing and customers data management and data integration with CRM platform.
Led claims analytics, Claims ISO documentation and Claims Call Center operations for FNOL. Delivered multiple claims technology projects focus on customer service and operational efficiency. Collaboration with Claims and IT stakeholders on major claims project such as Claims form management system, reporting system (IIMS), online claims enquiry (e-MMS) and Cognos Impromptu data warehouse.