Celia Ling (left) and Alice Ma (right)

Canadian insurance group Manulife has made two key marketing leadership appointments, effective July 1, that are designed to strengthen its position in Greater China, enhance customer value and drive greater integration, scale and business impact across the region.

First, it has named Celia Ling as its chief marketing officer for Greater China. In this expanded role, Ling will lead the overall marketing and customer strategy across Greater China. She will play a pivotal role in strengthening connectivity across markets, driving synergies and scale, and advancing shared capabilities to deliver a more integrated brand and customer experience.

Her priorities include setting strategic direction, advancing data- and AI-driven growth marketing and fostering closer collaboration across business, distribution, digital and technology teams to support business growth. She will also lead the development of more connected wealth and health propositions and services.

Since joining Manulife, Ling has led the marketing function for Hong Kong and Macau, strengthening the company’s brand, advancing its customer-led transformation and embedding data and digital capabilities to deliver measurable business impact. She has worked closely with distribution and operations teams to drive strong performance across key metrics.

Second, the insurer has named Alice Ma as its chief marketing officer for Hong Kong and Macau. Ma, who currently leads brand marketing, engagement and partnerships for Manulife Hong Kong and Macau, will assume responsibility for end-to-end marketing strategy for both markets in her new role. She will oversee brand development, customer engagement, partnerships and growth initiatives to drive business performance and enhance customer outcomes.

Ma brings over 20 years of experience in brand-building, customer engagement and strategic partnerships across the insurance and hospitality sectors. Since joining Manulife in 2023, she has played a key role in strengthening the company’s brand presence and delivering impactful campaigns and partnerships in Hong Kong and Macau.

“These appointments reinforce our commitment to building more connected, future-ready marketing capabilities,” says Harshal Shah, Manulife chief marketing officer. “Together, these appointments drive greater connectivity across Greater China, while enhancing execution in Hong Kong and Macau.”