TNG Digital's marketing lead Hew Lee Yee joins Photobook Worldwide

Hew Lee Yee (pictured), former marketing director at TNG Digital, has joined Photobook Worldwide as CMO, reporting to CEO Leow Wee Jonn. She will lead a team of approximately 40 individuals with about six direct reporting lines.

Hew told A+M that her vision is to build a strong culture to unite all the three key departments under one roof - marketing, brand and communications, and creative. Photobook is a platform that enables consumers to create their own photo albums using ready made templates online.

Before Photobook, Hew was with TNG Digital for about a year, according to her LinkedIn. Prior to that, she was head of brand marketing and communications at non-profit organisation iclif. With over 20 years of experience, Hew began her career in the agency world, having worked at Grey, Wunderman, Digitas, Razorfish and Ogilvy. Her last role before heading over to the client side was managing partner at Ogilvy Singapore for close to two years. TNG Digital declined to comment on A+M's queries.

In August this year, Photobook was on the hunt for a VP, marketing to replace Irene Foo and oversee its B2C marketing segment for Malaysia and other countries. They include Singapore, Thailand, the Philippines, Hong Kong and Taiwan. In a statement to A+M, Photobook's talent and culture manager Joachim Ooi said Hew has experience in end-to-end 360 marketing work and the company felt that she had way more to offer and was "already an overqualified VP". Hence, it appointed her to the role of CMO.

"On the business side, we are looking to expand our efforts across the regions and more partnerships to offer. In order to be a truly global brand, we will continue innovating and building seamless experience for our customers," Ooi said.

With the expansion, Photobook is also looking to hire for four key vacancies - head of CRM, mobile marketing manager, brand and communications manager, and social media manager. Interested individuals can reach out to Ooi at joachim.ooi@photobookworldwide.com.

(Read also: Lazada Malaysia names Irene Foo head of branding and comms)