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AXA appoints Chief Strategy and Customer Officer for Asian Markets

AXA has appointed Dongjun Choi as Chief Strategy and Customer Officer for Asian Markets. He assumed the role in February 2020 and will report to Gordon Watson, Chief Executive Officer of AXA Asia.

In this newly expanded role, in addition to the Strategic Development Office, Choi will be responsible for Finance and Operations & Technology, as well as oversee Health and Distribution. With this revamped and consolidated remit, Choi will lead a coordinated and seamless implementation of AXA’s strategy across the region.

said Gordon Watson, CEO, Asia, AXA, said “Choi brings vital expertise to this important function within AXA’s Asian Markets business as we focus on our strategic pillars ¬– an enhanced health business, expanded distribution, building our brand and doubling down on mainland China. His strong track record in customer experience will be valuable as we invest to accelerate our growth in Asia, with the aim of becoming the insurer of choice for both customers and partners.”

Choi has 20 years of experience in the insurance and financial sectors. Prior to joining AXA, he was Managing Director of Barclays UK’s Strategic Analytics Centre of Excellence, responsible for optimizing the bank’s commercial performance while advancing its customer centricity agenda. He formerly served as Chief Marketing Officer for International Markets at Cigna, in charge of marketing functions across Asia, Europe, Middle East and Africa, as well as the inpatriate and expatriate health care business in the United States.

He has also previously held several leadership roles at Standard Chartered Bank in marketing, customer value proposition and digital banking functions. Prior to that, he was a consultant at McKinsey & Company focusing on the financial services industry and corporate transformation.

Choi holds a Bachelor of Law degree from Seoul National University and a Master of Business Administration degree from the Kellogg School of Management at Northwestern University.