Former marketer Kwek-Perroy Li Choo takes on newly created MD role at Great Eastern

Great Eastern Group has appointed marketer Kwek-Perroy Li Choo as managing director, group integrated propositions and platforms. Her role is effective 15 September 2025.

In this newly created role, Kwek-Perroy will lead teams responsible for customer segments and experience, product development, digital platforms, brand, marketing and communications in the Great Eastern Group. Reporting directly to the group chief executive officer, she will be responsible for driving a unified, customer-centric strategy that delivers innovative propositions, integrated solutions and personalised customer experiences.

Kwek-Perroy is a seasoned insurance leader with extensive experience in driving customer-centric transformation. She held senior leadership positions at AXA Group, Manulife and Zurich Insurance Group in APAC and Europe.

Don't miss: Prudential SG nabs AIA's Toni Fung as chief customer and marketing officer 

According to an announcement from GE, she is known for her strategic vision and ability to lead cross-functional teams around a shared customer vision.

“I am delighted to welcome Li Choo to the leadership team. This appointment underscores our commitment to putting customers at the heart of everything we do,” said Greg Hingston, Group CEO of Great Eastern.

“Great Eastern has the opportunity to create powerful synergy by leveraging our wide-ranging capabilities across life insurance, general insurance, asset management and banking – all within the OCBC Group ecosystem. With her leadership, I am confident in our ability to build a deeper understanding of our customers and design integrated propositions that address their evolving needs, enabled by seamless digital and service platforms.”

The Group Integrated Propositions and Platforms function was established as part Great Eastern’s strategic transformation to strengthen customer engagement and enhance how customers access products, services and support across their life, health and wealth journeys.

“It is an extraordinary privilege and a personal milestone for me to return to Great Eastern - this is where my professional journey began. I am humbled, grateful and highly energized to be entrusted with this responsibility,” said Kwek-Perroy.

“Together with our remarkable teams who have been serving our customers for so many years, I look forward to building on Great Eastern's legacy and transforming insurance solutions and experiences for customers across Asia.”

Kwek-Perroy's appointment signals GE's intent to evolve beyond traditional insurance, leveraging technology, data, and integrated platforms to meet changing needs of customers across Asia. It also comes at a pivotal moment as GE rolls out new customer-focused solutions such as GREAT Life Multiplier and GREAT Index Income, designed to meet evolving protection and wealth needs. 

Meanwhile, in July this year, Prudential Assurance Company Singapore appointed Toni Fung as its new chief customer and marketing officer. Prior to joining Prudential, Fung had spent nearly 13 years at AIA Group. 

Fung brings more than 24 years of experience in insurance marketing, covering customer propositions strategy, product development, segmentation, data analytics and strategic planning. She has worked across local and regional markets, delivering strategies for both traditional and digital distribution channels. 

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