Executive Bio.

Mina Hsu
Brand, Marketing, Communications Consultant

Mina has extensive experience working across almost every product category, including financial services and major FMCG brands - a wealth of experience gained from working across Asia and also in the US. She also has strong communications skills - in English and in Chinese (Cantonese and Mandarin).

Between 2010-2017, Mina was full time consultant to Mark Tucker, Group Chief Executive & President of AIA – overseeing communications for AIA’s record breaking IPO in 2010; spearheading the ESG Initiative since 2014; driving the AIA Healthy Living Index tracker since 2011 and providing on-going strategic communications support to Mark and other senior leaders.

Mina also oversaw all brand, communications, marketing, corporate social responsibility and government relations activities for (London based) Prudential’s life insurance, mutual funds and consumer finance businesses spanning across 13 markets in Asia. Mina introduced the company credo 'Always listening. Always understanding.' and led the Prudential brand (and its Prudence face icon) into nine new markets while strengthening its heritage and equity in its more established markets. Today, Prudential is widely recognized as one of the best known, deeply trusted financial services provider in Asia.

Mina worked closely with the Chief Executive, Asia, and other senior leaders on their messaging and strategic communications needs. She also managed the company’s internal and external communications, including media relations, issues/crisis management, analysts’ visits and leadership conferences.

Mina was also responsible for building and managing the Prudential brand architecture; including development of logos for new ventures and Joint Ventures across Asia.

As well as leading Prudential’s brand strategy, Mina is a strong advocate of ‘listening and understanding’ target customers’ needs, overseeing the design and implementation of consumer research as an integrated part of communications development, brand positioning and marketing positions.

Mina’s portfolio at Prudential also included Corporate Social Responsibility (CSR) with responsibility for the overall strategy and successful implementation of key initiatives focused on education for children from lower income families and financial literacy for adults.

Mina also oversaw the Government Relations function at Prudential’s regional head office aimed at working with British and Asian governments and regulators to support Prudential’s long-term growth in the region.

Prior to Prudential, Mina was part of the Strategic Services management team with a top advertising agency in New York known for solving marketing and communications problems for a broad range of clients.