Singlife names new head of group brand, marketing and communications

Singlife has appointed Leanne Sim as head of group brand, marketing and communications, overseeing the insurer's brand strategy, marketing and engagement, communications, and marketing technology functions.

Sim will report to Singlife chief operating officer Ravin Sachithananthan.

Her remit spans four pillars: brand strategy; marketing services and engagement; communications; and marketing technology. Together, these functions support Singlife's brand development, distribution, product and high-net-worth businesses, according to the brand.

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She joins Singlife from EFG International, where she was regional head of marketing and communications, Asia, and an executive director from September 2022 to October 2026.

Reporting directly to EFG's executive chairman for Asia Pacific, she led brand strategy, executive communications, sponsorships, marketing events and activations across more than 10 cities and multiple markets, including Greater China, Southeast Asia and international client segments.

Prior to EFG, Sim was head of communications, Asia, at Indosuez Wealth Management from August 2017 to September 2022 where she was responsible for strengthening the bank's brand and reputation across Asia, overseeing media relations, marketing, events, client communications, and internal and external communications, according to her LinkedIn.

Earlier in her career, she held roles at Julius Baer, Capella Singapore, Keppel Corporation and Rendezvous Hotels.

With more than 18 years of experience across financial services and luxury hospitality in Asia, Sim said she was looking forward to building on the foundations established by the Singlife team.

"Singlife has the rare combination of scale, momentum and a homegrown, entrepreneurial spirit, and that's exactly what excites me about this role. I'm looking forward to working with Ravin and the team to grow a brand people trust for the long run," she told MARKETING-INTERACTIVE.

Sim added that she had spent much of her career building brand equity for challenger brands, where customer touchpoints play an important role in communicating a brand's story and message.

Commenting on her appointment, Sachithananthan said Sim's experience across financial services, particularly wealth management, would be an asset as she leads the group function.

"I am confident she will bring fresh perspectives as we continue to evolve how we engage our customers, advisers, employees and partners, and grow our presence in the high-net-worth segment," he said.

Sim's appointment follows the departure of Debra Soon, formerly head of brand, communications and marketing at the insurer.

In a departure post on LinkedIn, Soon said her role evolved beyond a traditional CMO remit, with brand, communications and marketing later expanding to encompass content, performance and planning, customer segments, martech and leadgen, consumer insights and research, and facilities.

During her tenure, Soon oversaw work that helped shape Singlife’s brand and content strategy, including the “What I wish I knew in NS” campaign.

Soon also played a role in the company's evolution from Singlife with Aviva to Singlife, and its subsequent acquisition by Suitomo Life.

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