AXA Life Singapore appoints new marketing chief

With 15 years of experience in the insurance industry, spanning Asia, the US and Europe, she will lead the overall development and implementation of market insights, product offerings as well as brand and communication strategies.

Her role is to ensure that the insurance agency realises its ambitions to become the preferred insurer for its customers and distributors in Singapore.

She has been with the AXA Group since 2003 and has held a number of marketing and finance positions, in a mix of global, regional and local roles. She was first based in the Paris head office, and later worked in Hong Kong and Brussels.

Li Choo commented on her appointment, “As Singaporeans live longer and the ageing population here grows, my priority is to listen to our customers and distributors, and work with our teams to ensure that we accelerate our efforts to provide insurance solutions with outstanding value.”

Glenn Williams, CEO of AXA Life, said, “Li Choo’s experience in global, regional and local roles in marketing and finance, combined with her depth of expertise across the business makes her the ideal CMO for AXA.”

AXA Life also appointed Chen Xia Ling as the chief financial officer of AXA Life Insurance Singapore. These appointments are to reinforce Axa's ambitions to drive growth at its life insurance operations in Singapore.