MSIG Asia has announced leadership changes to accelerate its digital transformation and strengthen broker business. Adrian Hill will lead digital innovation, with Pearline Soh on digital marketing initiatives, while Enny will head efforts to enhance broker engagement across the region.
Hill, who has been with MSIG Asia since November 2024, was appointed Chief Digital & Consumer Officer. He will leverage his extensive experience leading digital business ventures and driving transformational change in Europe, Middle East and Asia Pacific to lead the company’s newly formed Digital Consumer Department.
In his new role, Hill’s responsibilities include managing digital partnerships and leading the general insurer’s investment approach for crucial digital capabilities.
Collaborating closely with regional technology teams, he will focus on providing partners with easy access to MSIG’s offerings, thereby improving integration and operational effectiveness.
Pearline Soh, who also joined MSIG Asia in November 2024, has been appointed Head of Digital Marketing, and will be reporting to Hill.
Alongside Hill, she will drive the company’s digital marketing strategies and initiatives across the region, enhancing the organisation’s capabilities and offerings in the direct to customers channel.
Soh will be responsible for developing and executing integrated digital marketing initiatives to acquire new customers and foster loyalty among existing ones. Her role will also involve managing digital marketing programs, using data analytics to assess their performance and ensure they support MSIG’s strategic objectives.
The executive has years of marketing and business experience across Taiwan, Vietnam, Indonesia, and Singapore. Her expertise spans consumer behaviour, market trends, and the translation of business strategies into actionable insights that drive brand and commercial success.
Enny has been appointed as Chief Corporate Business Officer to lead the Corporate Business Department, tasked with focusing on strengthening MSIG’s broker business, and advancing strategic corporate relationships.
This appointment follows the transition of the Business Development & Digitalization Department, which Enny previously led, to reflect the company’s move to sharpening specialist capabilities and aligning functions to better support business growth.
The executive joined MSIG Asia in 2022 following her 20 years tenure with MSIG Indonesia where she held several senior management roles.
Commenting on the appointments, Clemens Philippi, Chief Executive Officer, MSIG Asia, said: “These strategic appointments highlight our commitment to unlocking the value of digital innovation, and strengthening our business relationships with brokers and key clients at the same time.
“With Adrian, Pearline and Enny’s leadership, we are well-positioned to deliver enhanced value to our partners and customers and drive sustainable profitable growth in our region.”
