MSIG Asia Announces Key Leadership Changes
MSIG Asia is making strategic investments in its digital and corporate capabilities to unlock data value, expand market reach, and accelerate business growth through leadership changes that took effect on 1 May 2025.
MSIG Asia has appointed Adrian Hill as Chief Digital & Consumer Officer to lead the newly formed Digital Consumer Department, according to a media release sent on Friday. He joined MSIG Asia in November 2024, bringing experience leading digital business ventures and driving transformational change in Europe, Middle East and Asia Pacific.
MSIG, one of Asia's big general insurance brands, is a member of the MS&AD Insurance Group Holdings and a wholly owned subsidiary of Mitsui Sumitomo Insurance.
Pivotal Time
His appointment comes at a pivotal time as MSIG accelerates growth through both existing and new digital distribution partnerships as well as direct to customer channels.
Hill will oversee digital partnerships and spearhead the general insurer’s investment strategy in critical digital capabilities, working closely with technology teams across the region. His efforts will ensure seamless access for partners to MSIG's products and services, enhancing integration and operational efficiency.
Direct-to-Customer Channel
Pearline Soh, who also joined MSIG Asia in November 2024, has been appointed Head of Digital Marketing, reporting to Hill. Working with 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-customer channel.
Bringing years of marketing and business experience across Taiwan, Vietnam, Indonesia, and Singapore, Soh’s expertise spans consumer behavior, market trends, and the translation of business strategies into actionable insights that drive brand and commercial success.
In her role, Soh’s responsibilities include developing and executing integrated digital marketing initiatives aimed at attracting new customers and retaining existing ones.
She will also oversee the implementation of digital marketing programs, leveraging data-driven insights to analyse their effectiveness and ensure alignment with MSIG’s strategic goals.
Supporting Business Growth
Enny Halim has been appointed as Chief Corporate Business Officer to lead the Corporate Business Department. In her new role, she will focus on strengthening MSIG’s broker business and advancing strategic corporate relationships.
This appointment follows the transition of the Business Development & Digitalization Department, which she previously led, to reflect the company’s move to sharpening specialist capabilities and aligning functions to better support business growth.
Before joining MSIG Asia in 2022, Halim had a sterling career spanning over two decades in MSIG Indonesia where she held several senior management roles. She was also the CEO of a general insurance company in Indonesia.
