Manulife Financial has named a new marketing head for its Asian business.

Philip Hampden-Smith assumes the role of executive vice president and chief marketing officer, Asia, responsible for agency development, channel development, communications and branding, wealth management and product strategy for the firm's operations in 11 territories across Asia. 

The CMO post was created to help Manulife further expand its reach in the region. Hampden-Smith joined Manulife Hong Kong in 1996 as president and chief executive of investment operations. In 2006, he became executive vice president and general manager for South East Asia.

Manulife Financial is headquartered in Canada and has $535 billion in funds under management worldwide. It has some 28,000 agents in South East Asia alone as of the end of 2012.