FWD HK names new chief marketing officer

FWD Hong Kong has appointed Queenie Lam (pictured) as its new chief marketing officer, reporting to Ken Lau, managing director of Greater China and CEO Hong Kong, FWD.

In her new role, Lam will be tased with leading the overarching marketing strategy to fuel FWD's growth across Hong Kong and Macau, shaping a differentiated brand narrative and orchestrating high-impact media and customer engagement initiatives.

Lam first joined FWD in 2017 as head of customer marketing and CRM, developing marketing strategies to accelerate business growth of the company. During her time at FWD, she has advanced FWD’s vision of changing the way people feel about insurance by fostering innovative, customer‑led experiences, including the lifestyle experience platform FWD MAX, alongside meaningful partnerships and community care programmes.

With over 20 years of experience in the financial services industry, Lam began her career at Bates Hong Kong, working with brands including HSBC, before moving on to PCCW and DBS Bank. Across her career, she has initiated and managed high-value brand activations, customer relationship management solutions and loyalty programmes, consistently driving stronger connections and sustainable business development. 

Lam said, “I am a strong advocate of our brand promise, 'Celebrate living’. By placing customers at the heart of everything we do, we are shaping a distinctive brand narrative that reflects the real moments in people’s lives, and we bring this story forward through innovative and meaningful campaigns that encourage everyone to live life to the fullest."

"I am pleased to be part of the journey in changing the way people feel about insurance, making it simpler, warmer, more human and deeply connected to the moments that matter," Lam added.

Meanwhile, Lam succeeds Paul Tse, who departed to join Galaxy Entertainment Group as director of marketing and event services. 

This comes after FWD Hong Kong demonstrated strong growth momentum in the first three quarters of 2025, significantly outperforming the market. 

According to the provisional statistics on Hong Kong long-term insurance business – January to September 2025 from the Insurance Authority of Hong Kong. FWD's new business first year premium (FYP) increased by a significant 93% year-on-year (YoY), exceeding the industry average growth of 56%.

Lau said, “FWD Hong Kong delivered outstanding business performance in the first three quarters of 2025, with key business indicators significantly surpassing the industry average, validating the effectiveness of our customer-led approach and multi-channel distribution strategy. 

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