Touch 'n Go Digital picks new head of brand management, marketing and comms

Iris Lee has been named Touch 'n Go Digital's head of brand management, marketing and communications, according to Lee when MARKETING-INTERACTIVE reached out. 

As head of brand management, marketing and communications, Lee will oversee all aspects of brand strategy and planning, brand campaigns, social media and the brand's creative studio. She will also be in charge of PR and communication initiatives.

In her new role, Lee will be involved in market research, brand tracking, team leadership, and ensuring brand consistency across channels.

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Utilising data-driven insights, her focus will be to continue to grow Touch 'n Go eWallet from a strong brand to a well-loved one by all Malaysians, said Lee when MARKETING-INTERACTIVE reached out.

Lee will be reporting to directly to Alan Ni, the CEO of Touch 'n Go Digital, she said. 

"Touch 'n Go Digital is the largest and leading fintech app in Malaysia, and I'm delighted to join the innovative team at this exciting juncture of transformation," said Lee.

"I look forward to create memorable experiences for our customers while continuing to pioneer advancements in the fintech space."

Prior to her role at Touch 'n Go Digital, Lee served as regional brand director and head of branding and communications at Carsome for over two years.

As Carsome's regional brand director, she developed and executed brand strategies across multiple markets including Malaysia, Indonesia, Thailand and the Philippines. 

Before that, she worked at iMoney Group for over seven years, taking the roles of group head of marketing strategy, group head of brand communications, group editor, head of content and editor. 

Lee's appointment comes after Touch 'n Go Digital's latest campaign in December 2023, where it donated RM1 million to United Voice, an organisation that conducts awareness programs, workshops and conferences on self-advocacy, employment for persons with learning disabilities and disability equality training. 

For every Touch 'n Go eWallet Visa card applied, RM2 was donated to United Voice. The proceeds of RM1 million were later allocated to various activities organised by United Voice such as skills training for employment and a health and wellness programme amongst many others.

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