Celine

Sirinthip (Celine) Chotithamaporn has been the Regional Group Managing Director at DirectAsia Insurance (DirectAsia) since May 2019. DirectAsia was launched in Singapore in 2010 and expanded to Thailand in 2013. As a pioneer in direct insurance, the company provides an alternative to traditional broker-driven insurance models, focusing primarily on car insurance while also offering motorcycle and travel insurance. In 2014, DirectAsia was acquired by Hiscox, a global insurer listed on the London Stock Exchange (LSE:HSX), bringing decades of expertise to support DirectAsia’s market growth in Southeast Asia.

A Journey of Growth and Determination

Chotithamaporn earned a Bachelor of Science in Geology from the University of Alberta in 1992. Transitioning into the business world, she pursued a Master of Business Administration (MBA), which provided a strong foundation for her career. However, after two years, she realized that her real-world experience had surpassed classroom learning and chose to forgo completing her MBA to focus on her professional journey.

Upon stepping into her leadership role at DirectAsia, she faced the challenge of reinvigorating interest in direct insurance, which had waned over time. Her strategy centered on enhancing customer experience, diversifying product offerings, and implementing risk-based pricing. Perseverance and the ability to avoid premature judgment became her key tools in overcoming these challenges.

Transforming DirectAsia’s Growth Trajectory

Despite her relatively short tenure, Chotithamaporn has led DirectAsia to remarkable achievements. In the first quarter of 2020, DirectAsia Group recorded a 48% growth compared to the same period in 2019. The company’s combined ratio improved by 30 points, driven by enhanced operational efficiency and more effective marketing and sales strategies. Additionally, DirectAsia was honored with the Feefo Official Platinum Trusted Service Award 2020 for maintaining exceptional service standards. Another major milestone was the successful restructuring of the executive committee team without disrupting the company’s growth or stability.

A Leader Who Nurtures and Inspires

Chotithamaporn is a leader who values trust, transparency, and team development. She fosters an environment where open communication thrives, offering honest feedback and guiding her team through challenges rather than assigning blame. She believes in accountability and supports her team members in their growth by treating them like family—ensuring both personal and professional success.

A Legacy of Strength and Giving Back

The business leader credits her perseverance to her father, who demonstrated the power of resilience through his own actions. For Chotithamaporn, success is defined not only by business achievements but also by the trust and loyalty of her team, a well-balanced life, and her ability to give back. Winning the ACES Award fuels her passion for mentoring the next generation, particularly aspiring female leaders.

A Testament to Leadership

“Celine is the epitome of the new female powerhouses of Asian business, bringing a familial dynamic to her downlines, and yet establishing the need for clear business objectives and goals amongst her team.”

— Shanggari Balakrishnan, Chief Executive Officer of MORS Group

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