The Growth Conversation: Prudential PLC's Jacqueline Choi
- A strong focus on innovation and business impact has been a guiding principle for Choi’s career at some of Hong Kong’s top financial institutions.
In an industry often misunderstood, Jacqueline Choi has been redefining the role of marketing. As a seasoned executive with experience across some of Hong Kong’s top financial institutions, she has a unique perspective on the true value marketing can bring to an organisation.
A Journey of Impact and Innovation
This mindset of marketing as a strategic function rather than a cost centre has been a guiding principle for Choi. As chief officer, marketing for Prudential plc, her career journey has taken her from the credit card business at an international bank to leading marketing efforts at Prudential Hong Kong, and now to a group role overseeing marketing strategy and execution across Prudential’s global markets.
Throughout her career, Choi has consistently demonstrated the power of marketing to drive tangible business impact. One of her key strengths is her ability to create “wow” moments for customers. A prime example of this is THE FUNFAIR Prudential 175th Anniversary Music Festival, which featured the exhibition “DOUBLE DUCKS” by Florentijn Hofman, delighting the public in Hong Kong.
“It’s not enough to simply showcase your product or service,” she says. “You need to find ways to create memorable experiences that leave a lasting impression. That’s what truly drives engagement and loyalty.”
With such a strong focus on innovation and impact being a guiding principle for Choi, she has navigated her career transition from credit cards to the insurance industry.
“The role may have changed, but the underlying marketing principles remain the same,” she explains. “It’s all about understanding the business, anticipating customer needs and finding creative ways to add value.”
Balancing global consistency with the nuances of the local market drives more efficient marketing across different regions. To achieve this balance, Choi recommends developing a global marketing guideline and content style guide for unified messaging; standardising AI best practices to create a core framework; and leveraging AI-powered content generation to enhance scalability.
She also notes the importance of establishing a regular cadence with local marketing leads and fostering cross-market collaboration to encourage regular communication and knowledge sharing among marketing teams.
“To continuously add value across multiple countries, the key is to develop a unified platform that achieves economies of scale and enhances the skillset of our marketers,” Choi explains. “This year, our focus has been on leveraging generative AI tools for image and copywriting, and we have plans to extend these capabilities to content and video generation.”
Building a Personal Brand
Choi says her success can be partly attributed to her unwavering commitment to build a strong personal brand. She advises fellow marketers to do the same.
“As a marketer, it’s not just about the work that you do, but it’s also about how you’re perceived as a professional,” she says. “
When reflecting on her own personal brand, she characterises herself as having a straightforward communication style, a passion for innovation and an ability to create tangible business impact. She has cultivated these traits through a relentless focus on excellence and a willingness to take on new challenges.
Words of Advice
For aspiring marketers, Choi has some advice which she packages into a simple acronym: FAB. “Find your passion,” she says. “Aim high in your career aspirations. Build a strong personal brand through consistently high-quality work and a reputation for reliability.”
This focus on passion, ambition and personal branding has served Choi well in her career as she has navigated countless challenges and changes within the industry.
“There will always be obstacles and circumstances beyond your control, but the key is to focus on what you can influence,” she says. “By maintaining a positive attitude, delivering excellence and continuously seeking opportunities to add value, you can overcome even the most daunting challenges.”
Illustration: David Despau