Siti Hajar Rizlan joins Takaful Malaysia as CMO

Award-winning Marketing Trailblazer Siti Hajar Rizlan has recently been appointed by Takaful Malaysia as CMO. Siti Hajar now reports to the company’s Group CEO Nor Azman Zainal. Prior to joining Takaful Malaysia, Siti Hajar was the Head of Brand Marketing at Etiqa Insurance and Takaful.

With 21 years of experience of working in major marketing roles involving strategic brand propositioning, product and marketing leadership, Siti Hajar is now overseeing the overall marketing and branding for Takaful Malaysia, encompassing both family and general business. Siti Hajar’s main task will be to elevate brand awareness and affinity for Takaful Malaysia, ensuring that when it comes to Takaful and insurance, the brand will the prime preference for all Malaysians.

During an exclusive conversation with MARKETING Magazine, Siti Hajar expressed her feelings about her new role saying, “This is a role that will enable me to directly make a huge impact on the brand’s equity in the market. Takaful Malaysia is a great brand with strong financials, and a variety of product offerings. It is now my job to ensure every Malaysian is aware of this brand, and that it is at the top of their minds whenever they are considering an insurance or takaful product. I am excited to begin this new journey and I am looking forward to creating many success stories with Takaful Malaysia.”

As for leaving her previous job, Siti Hajar mentioned, “Etiqa will always be dear to me. It is a brand that my team in Etiqa helped me grow during my tenure there. The success in elevating the brand to become the best-perceived insurance brand in 2020 and 2021, along with the brand related awards achieved were due to great support from all ‘Etiqans’. I wish them all the best and hope they will continue to soar to new heights.”

Regarding her vision with her new role, Siti Hajar said, “Given the new direction set for Takaful Malaysia, and the significant importance of a retail market strategy, brand building and marketing communications is going to be one of our key focuses. I would like to see the Takaful Malaysia brand recognised as a household name when it comes to Takaful and Insurance in Malaysia.

Some of Siti Hajar’s past experiences include a triennial tenure with Prudential BSN Takaful as the Director of Brand Communications, prior to which she was the Head of Branding & Communications. Before joining Prudential BSN Takaful, Siti had also worked with Maybank, Bank Muamalat, Kuwait Finance House Malaysia, and HSBC Amanah Takaful.

The super talented marketer recently won the Special Mention Award for “Marketing Trailblazer – Financial Services” at the Malaysian CMO Awards 2021.

MARKETING Magazine wishes Siti Hajar Rizlan all the best in her new role. It is believed that Michelle Wee will be taking over Siti’s role at Etiqa.