AXA names Dongjun Choi as Asia chief strategy and customer officer

Appointee has worked for global banks and insurers across his 20-year career in finance

AXA names Dongjun Choi as Asia chief strategy and customer officer

Insurance News

By Gabriel Olano

AXA has appointed Dongjun “DJ” Choi (pictured) as chief strategy and customer officer for Asian markets, effective February 18. He reports to Gordon Watson, chief executive officer of AXA Asia.

In this newly expanded role, in addition to the strategic development office, Choi will be in charge of finance and operations & technology, as well as overseeing health and distribution, AXA said in a statement, adding that after the changes, Choi will lead a “coordinated and seamless” implementation of its strategy across the region

“DJ 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,” said Watson. “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’ experience in the insurance and financial sectors. Prior to joining AXA, he was managing director of Barclays UK’s Strategic Analytics Centre of Excellence. He formerly served as chief marketing officer for international markets at Cigna, where he headed marketing functions across Asia, Europe, Middle East and Africa, as well as the inpatriate and expatriate health care business in the United States. He 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 an MBA from the Kellogg School of Management at Northwestern University.

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