DFI Retail's marketing director Elman Lee steps down after 3 years

DFI Retail Group’s marketing director, North Asia food and convenience and company communications Elman Lee (pictured) has stepped down from her role after three years. 

In a conversation with MARKETING-INTERACTIVE, Lee said she will take a career break and embark on another exciting venture.  

Lee first joined 7-Eleven in 2017 as sales and marketing director, and was promoted to marketing director, group convenience of 7-Eleven in 2020. During the time, she was tasked at leading 7-Eleven’s marketing efforts in Hong Kong, Macau, Singapore and Southern China.  

She was then elevated to the role of marketing director, North Asia food and convenience and company communications in 2021, driving the new corporate brand launch across all markets. 

Bringing over 20 years of marketing experience across the retail industry, Lee has built the DFI brand and communications inside and out and driving innovative customer experience and synergy across the food and convenience business regionally.  

Don't miss: 7-SELECT's AI-inspired campaign brings audience to foodie-verse with Dee Gor

Under Lee’s leadership, 7-Eleven has pushed beyond boundaries with its creativity in campaigns. For example, its sub-brand 7-SELECT harnessed AI technology in its campaign video back in July 2023, featuring ERROR boy band member Dee Gor as 7-SELECT’s first spokesperson. 

Done in collaboration with media agency PHD, local creative agencies SO DON'T BORE, Serif, Kids & Dogs, production company Film Factory and post-production firm Seesaw, the "Explore the Foodie-verse. Anytime Anywhere" was inspired by AI and the power of big data. It aimed to communicate the convenience of 7-SELECT's products to youngsters' fast-paced lifestyles. 

Arousing the flavours of their latest product range, the video features a unique rap song composed by Dee, as he travels through five different foodie-verse that explore each product's unique characteristics, including Japanese style sandwiches, chicken leg, onigiri, milk tea, juice, and fruit tea. 

Born and raised locally; Dee has taken on challenges and seeks to astound others, which is in line with the brand's fundamental nature. The brand is confident that his persona would resonate with the target demographic. His constant desire to push boundaries and ability to surprise and delight his fans align with 7-SELECT’s core values, according to the release.

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