The Growth Conversation: Prudential PLC's Jacqueline Choi

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. 

“Marketing isn’t just about the campaign and tactics – it’s about understanding the business, anticipating customer needs and aligning all functions to deliver exceptional value,” she explains. “I believe that everyone in a company is a marketer in their own way, whether it’s pitching to your boss for a promotion or showcasing your value to clients.”

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.”