MSIG Asia announces key leadership changes to strengthen broker business and accelerate digital growth

Above, from left:  MSIG Asia’s Chief Digital & Consumer Officer, Adrian Hill, Head of Digital Marketing, Pearline Soh, and Chief Corporate Business Officer, Enny.

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.

Adrian Hill appointed as Chief Digital & Consumer Officer

MSIG Asia has appointed Adrian Hill as Chief Digital & Consumer Officer to lead the newly formed Digital Consumer Department. Hill joined MSIG Asia in November 2024, bringing extensive experience leading digital business ventures and driving transformational change in Europe, Middle East and Asia Pacific. 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.

Pearline Soh appointed Head of Digital Marketing

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 customers 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. 

Enny assumes new role as Chief Corporate Business Officer

Enny has been appointed as Chief Corporate Business Officer to lead the Corporate Business Department. In her new role, Enny 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 Enny 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, Enny had a sterling career spanning over two decades in MSIG Indonesia where she held several senior management roles. Enny was also CEO of a general insurance company in Indonesia.

“These strategic appointments highlight our commitment to unlocking the value of digital innovation, and strengthening our business relationships with brokers and key clients at the same time. With Adrian, Pearline and Enny’s leadership, we are well-positioned to deliver enhanced value to our partners and customers and drive sustainable profitable growth in our region,” said Clemens Philippi, Chief Executive Officer, MSIG Asia.