Petaling Jaya, 10 February 2015 – Hong Leong Assurance (HLA) announced today that it has appointed Christine Cheu as its Chief Operating Officer to lead Product Development, Marketing, Branding, Communications and Digital Marketing effective from 1st December 2014.

Christine brings with her over 20 years of solid working experience in product and business development, actuarial, market research, branding and marketing in the insurance industry, with regional exposure throughout Asia and Europe.

Prior to joining HLA, she was the Chief Marketing Officer for 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, Global Life Corporate Centre with Zurich Insurance Switzerland, where she supported the European business units in the development of new propositions including cross-border initiatives.

She was also the Head of Proposition Management and Development, Asia Pacific and Middle East (APME) at Zurich Insurance Hong Kong. She was responsible for developing and executing the proposition strategy for the APME region, in addition to expanding Zurich’s footprint through the development of new operations in strategic markets.

Christine graduated with a Bachelor of Science in Actuarial Science and Statistics from the University of Western Ontario. She also holds a Master of Business Administration from the University of Chicago’s Graduate School of Business, and a Master of Science in Information Systems Management from the Hong Kong University of Science and Technology.