Source: Xianlian She
This marks the first time China Life has established a Chief Marketing Officer role since its listing, and it is also the first time this life insurance leader, with total assets exceeding 8 trillion yuan, has created a chief-level position for its marketing division.
China Life Insurance announced today that its 8th Board of Directors, at its 33rd meeting, approved the proposal to appoint Mr. Tan Xinhua as Chief Marketing Officer. The Board's Compensation Committee has also reviewed and approved this appointment.
Tan Xin Hu was born in 1969 and graduated from Zhongnan University of Economics and Law. From 2016 to 2022, he served as Assistant General Manager, Deputy General Manager of the Henan Branch, and Deputy General Manager (acting) of the Gansu Branch. Since 2022, he has been General Manager of the Shandong Branch.
This marks China Life's first appointment of a "Chief"-level role within its marketing division. The Chief Marketing Officer is responsible for formulating and overseeing marketing strategies, coordinating brand development, customer analytics, and market resource allocation, serving as the top decision-maker for the company's marketing department.
China Life Pension Insurance Co., Ltd., part of the China Life Insurance Group, also has a Chief Marketing Officer.
According to the Q2 solvency report disclosed by China Life Pension, Chen Jian has served as Chief Marketing Officer since 5 of 2025. He previously held positions including Party Secretary and General Manager of China Life Pension's Anhui Branch, and Party Secretary and General Manager of its Jiangsu Branch.
China Life's appointment of a new Chief Marketing Officer signals a shift from "sales-driven" to "market-oriented operations," elevating market and customer management to the decision-making level to strengthen retention of existing customers and enhance omnichannel synergy.
