A.S. Watson names new director of corporate communications and brand marketing

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

A.S. Watson Group has promoted Hanks Lee (pictured) to director of corporate communications and Watsons brand marketing, focusing on building the company's purposeful brands across Asia and Europe.

Lee will be reporting to Malina Ngai, CEO of A.S. Watson (Asia and Europe), and the two teams he manages remain focusing on corporate communications and brand marketing of Watsons across 15 Asian and European markets.

In his new role, more focus will be put on building global employer branding in partnership with our group people function. In addition, more strategic communications on the company's sustainability initiative is also a key focus.

In a conversation with MARKETING-INTERACTIVE, Lee said: "On Watsons international brand marketing, my expanded scope is to elevate the brand image of Watsons internationally as well as in every market we operate. Watsons is a flagship brand of A.S. Watson Group. We are the number one health and beauty brand in Asia, and just entered the Middle East. Through more engaging international marketing campaigns and social media, it is my mission to drive emotional connection with customers. The recently launched The New Beautiful campaign in the region aims to build an international community amongst over 100 million loyalty members to Go Green, Go Smile and Go Empower with Watsons."

Lee posted on LinkedIn that he was delighted about the appointment, "In the journey of growth, we were often being labeled, or been told who we are and who we should be. It was a stereotype of many back in 15 years ago that people keen on sustainability should work as a corporate communications / PR professional. I was once told to be fitting better in PR roles when I want to try new things in marketing," he added.

With the rise of CSR and ESG, purpose-driven business becomes an important part of governance, Lee said he was happy to have taken the lead of many meaningful projects in the course of his career development and not bound by the label of PR. "I’m blessed to have many people given me opportunities and supporting me to explore more, and also feel thankful for those who challenged me so I keep picking up new skills to overcome," he said.

"That’s why I choose to stand with those who feel undermined and always encourage my mentees to be whatever person they want to be, and take control in their lives instead of living in the imagined bubbles of others. Our teams are building purposeful marketing campaigns to empower more men and women (and those who are not bound by gender) to be the best version of themselves, the world is much better without limits, isn’t it?" he added.

According to his LinkedIn, Lee joined A.S. Watson Group in 2011 as corporate communications manager, then he was promoted to several senior roles within the department, and was appointed general manager of corporate communications and Watsons brand marketing in 2022, spearheading the international brand management of flagship health and beauty retail brand Watsons, as well as managing corporate communications activities at group level, covering 28 markets across Asia, Europe and the Middle East.

Prior to A.S. Watson, he helmed several senior roles at L'Oréal. He was promoted to assistant manager of corporate PR and development of L'Oréal in 2009, where he was responsible for internal and external corporate communications projects; coordinating CSR activities, liaising with Consumer Council for crisis management. He was also involved in setup of consumer hotline in China, ensuring hotline service meeting standing operating procedures.

Related articles:

A.S. Watson sponsors 5,000 corrective surgeries for cleft children
A.S. Watson launches 'Skinfie Lab' to deliver O+O customer experience

share on