Maria Sit leaves Sun Life HK to join AIA as group director of digital marketing

AIA has appointed Maria Sit as group director of digital marketing. Sit just left her previous role as chief client experience officer at Sun Life Hong Kong last week. Sit said on her LinkedIn that she had a memorable and rewarding six-year journey with Sun Life Hong Kong, driving the transformation of its customer experience and digital capabilities.

“I am truly grateful to have been part of a bigger social and economic movement, one that is so fundamental in making it much more accessible, easier and empowering for people to pursue lifetime financial security and live healthier lives,” Sit added. “As I take on a fresh role and challenge at AIA Group, I am thrilled and energised to be able to continue to be in service of this meaningful movement.  With its iconic brand and footprint across 18 markets in Asia, AIA grants me a tremendous opportunity to help many more people in Asia to live longer, healthier and better lives,” she said.

MARKETING-INTERACTIVE has reached out to AIA for additional information. 

According to her LinkedIn, Sit described herself as a passionate and empathetic marketing professional and people leader with over 25 years of corporate and consulting experience in digital transformation, customer insights and experience design, brand and marketing management. 

During her time at Sun Life Hong Kong, she had been responsible for defining and delivering on Sun Life’s client for life vision and strategy for the Hong Kong business. This has involved championing and maturing client insights, client satisfaction impact management and experience design as a set of strategic capabilities for driving Sun Life’s sustainable growth of market share, client satisfaction and loyalty.  
 
Through harnessing data analytics, client research, design thinking and service design, Sit was responsible for architecting client propositions and designing connected experiences across the end-to-end client journey working with both digital and non-digital touchpoints to service and empower clients and advisors. A few achievement examples include the redesign and digital enablement of key processes and experiences for client onboarding, claim, orphan client care and proactive client engagement, according to Sit.