BNP Paribas, the French bank, has named a new marketing head for its Asia wealth management arm.

BNP Paribas, the Paris-listed bank, has named a new marketing head for its Asia wealth management arm.

Helene Li assumes the role of managing director, head of strategic planning, brand communications for Asia-Pacific, reporting to Mignonne Cheng, chairman and chief executive of BNP Paribas Wealth Management Asia-Pacific. 

Li brings extensive business strategy, marketing and branding experience on board, having led regional teams specialising in financial services clients at global consulting firm Towers Watson. Prior to that, she held similar roles at JP Morgan Chase Private Bank and Swiss wealth management firm Lombard Odier. 

In her new capacity, she will be responsible for overseeing the Asia brand and communication team for the wealth management division, with a focus on integrated marketing activities to support business development initiatives. 

BNP Paribas Wealth Management operates in 30 countries and records some €272 billion ($374 billion) in assets under management as at 30 June 2013.

The company has been expanding its Asian wealth management business in the past months, with efforts including the appointment of Ravinder Singh as senior director in India, Ann Margareth Eufemio as vice president and relationship manager in Hong Kong, Steven Chan as director in China and Amie Cheng as head of a newly-created wealth team in Hong Kong, among others.