CHAGEE nabs new country head of brand and marketing for SG

Tea beverage brand CHAGEE Singapore has nabbed Cheryl Lim as its new country head of brand and marketing. She now looks over CHAGEE's brand and marketing communications ahead of its return to Singapore.

CHAGEE left Singapore in January this year after it closed its final store in Funan Mall on 13 January.

CHAGEE will now be back in Singapore with a new orchardgateway store in the coming weeks. It will also be opening three new outlets in Orchard Gateway, Plaza Singapura and Raffles City in August, with more to come, according to Lawrence Wen, its new chief executive officer in Singapore. 

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"I am thrilled to join CHAGEE and face this opportunity with great enthusiasm and excitement, ready to contribute the experience acquired in my years deep-diving into understanding people from the inside out," said Lim in a conversation with MARKETING-INTERACTIVE. "The beverage market continues to evolve rapidly as consumers demand healthier choices prepared with intention, such as our selection of flavourful teas brewed using only real tea leaves and quality fresh milk," she added. 

"The public's brand love to us has been hugely positive and I’m incredibly excited to be working with such a vibrant, innovative and leading international tea brand and be part of its journey towards becoming the world's largest tea company. At the heart of all we do, we seek to connect everyone with a great cup of modern tea,” said Lim. 

Lim joins CHAGEE from StarHub where she was its head of brand and communications, consumer business group. Lim joined the telco company at the end of November 2022 and was tasked with driving key business verticals. In her role, Lim led a few functions - brand, marketing communications, digital, performance marketing and in-house creative team.

Prior to that, Lim was with Viu Singapore as its country head of brand, marketing and communications role. Lim joined the team in March 2021 and pushed out a refreshed brand identity and tagline for Viu not long after. Before Viu, Lim was with Manulife Singapore for four years as its VP, head of brand, marketing, communications and sponsorship. She has also worked with companies such as Aviva, DBS and HSBC in her career. 

The news comes shortly after CHAGEE picked Wen as its new chief executive officer in Singapore, according to a LinkedIn post by Wen recently. 

"With more than 5,000 stores globally, I am excited to reintroduce CHAGEE's modern tea beverages to Singapore with a new retail design," said Wen at the time. 

Wen brings with him over 17 years of experience in customer experience and growth in multiple brands such as foodpanda, Grab and Pizza Hut.

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