Groves will be joining AIA from MetLife International (previously ALICO) where he was most recently senior vice-president, head of international marketing and direct to consumer channel - including oversight for 125 marketing colleagues across 65 countries.
While at AIA, Wei oversaw the largest group wide rebranding exercise in the company’s history across 14 markets in the Asia-Pacific region.
He was instrumental in developing new capabilities in research and business intelligence, customer value management and innovative product development.
Wei was also an important member of the IPO team that achieved the successful listing of AIA on the Hong Kong Stock Exchange recently.
Wei previously held the position of CEO of AIG United Guaranty Insurance (Asia) in Hong Kong.
Fang Ai Lian, chairman of Great Eastern Holdings, said that Wei has broad-based experience spanning product development, bancassurance, marketing and branding, customer value management as well as strategy and risk management.
“Under his stewardship, I am confident the group will be able to further cement our leadership position in Singapore and Malaysia and grow our regional footprint,” she said.
Wei's appointment will commence with effect from 10 February 2011. He will be based out of Singapore.
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