At HSBC Life Singapore, Belin Poh, Interim Chief Commercial Officer and Head of Brand and Marketing, leads a team that brings a more customer-focused approach to insurance marketing, combining strategic thinking, creative storytelling and data-driven insights to support business growth.
With more than 20 years of experience in brand strategy, customer engagement and integrated marketing, Belin leads a team spanning brand, social media, distribution marketing, campaigns and activation, product marketing and communications. Together, they work closely with product and distribution teams to turn business priorities into compelling propositions and experiences that resonate with customers.
A key example is the True Wealth Guardians campaign, which used creative storytelling and engaging experiences to make insurance protection more relatable. By encouraging customers to connect with the proposition and engage with financial planning, the initiative helped raise brand awareness and increase average premium sizes, showing how thoughtful marketing can translate into tangible business outcomes.
“Through the True Wealth Guardians campaign, we adopted a collector mindset – creating a proposition and experience that customers wanted to engage with. This distinctive approach was one-of-its-kind in the insurance industry, and it helped make protection more tangible and relevant, encouraging customers to start a financial planning conversation. The campaign also achieved increased in brand awareness and larger average premium sizes. It demonstrates how insight-led storytelling and meaningful customer engagement can translate into stronger commercial outcomes while helping customers better prepare for the future,” said Belin Poh, Interim Chief Commercial Officer HSBC Life Singapore.
Beyond individual campaigns, Belin’s team plays a broader role in strengthening distribution effectiveness and helping more than 700 agents engage customers with confidence. By aligning marketing investment with business priorities, the team aims to improve customer acquisition, deepen engagement and continuously support their customers across their different life stages.