AXA Names Asia Chief Strategy and Customer Officer

1 min readUpdated May 26, 2025Feb 20, 202011:07 PM

In this article (4)

AXA appoints a chief strategy and customer officer for Asian markets to place an even greater emphasis on the region including a doubling down on mainland China.

AXA appoints Dongjun Choi in his newly expanded role in addition to the strategic development office. Choi will be responsible for finance and operations & technology alongside health and distribution, reporting to Gordon Watson, CEO of AXA Asia.

Choi has over 20 years of experience in the insurance and financial sector. Prior to joining AXA, he was a managing director with Barclays U.K.’s Strategic Analytics Centre of Excellence responsible for optimizing the bank’s commercial performance. Previously, he had also worked for Cigna, Standard Chartered and McKinsey & Company.

Choi brings vital expertise to this important function within AXA’s Asian Markets business as we focus on our strategic pillars – an enhanced health business, expanded distribution, building our brand and doubling down on mainland China, said Watson, commenting on the new hire.

AdvertisementAdvertise with usMobile 320×100

What this means

AXA's appointment of Dongjun Choi to a newly expanded, critical strategic role in Asia signals an aggressive push into key markets like mainland China. This move is likely to strengthen AXA's competitive stance, particularly in health and distribution, by centralising strategic oversight and using Choi's extensive financial sector experience. It pressures rivals like HSBC Private Bank, which recently made similar strategic management changes in Taiwan and Offshore China, to continually optimise their regional leadership. The primary risk lies in effectively integrating new strategies across AXA's vast Asian operations and translating them into tangible market share gains against established competitors. We should closely observe AXA's next quarterly earnings report for early indications of these strategic impacts.

Maria Santos · Retail News Asia newsroom

Questions & Answers

What are the core responsibilities of Dongjun Choi's new role at AXA Asia?

Dongjun Choi is now responsible for finance, operations & technology, health, and distribution. He will also continue to oversee the strategic development office in his newly expanded position.

Which specific strategic areas will AXA focus on in the Asian markets?

AXA plans to focus on enhancing its health business, expanding distribution networks, building its brand presence, and significantly increasing its investment and activities in mainland China.

Who does Dongjun Choi report to in his new capacity at AXA Asia?

Dongjun Choi reports directly to Gordon Watson, who holds the position of CEO for AXA Asia. This reporting structure places him under the regional leadership.

Reader pulse

Is AXA's new regional strategy appointment a smart move for Asia?

19,890 votes so far