U Mobile's chief digital officer Jasmine Lee steps down

U Mobile's chief digital officer Jasmine Lee is stepping down from her role at the end of September after nearly a decade with the company. She joined in 2013 as CMO before taking on the role of chief digital officer last November. CEO Wong Heang Tuck will be overseeing the digital division in the interim with all the respective heads reporting to him, he said in an internal memo.

Wong explained that Lee's insights and strategic inputs during her time as CMO were crucial for the evolution of the brand's influence and product portfolio. He also credited her for being the brainchild of game-changing initiatives such as the introduction of culture-defining branding for products and price plans such as VideoOnz, WeChatGo, Data Backpack, RoamOnz, GILER Unlimited and Unlimited HERO.

Under Lee's leadership, U Mobile also won awards at A+M's Marketing Excellence Awards and MARKies Malaysia in 2019. According to Wong, Lee has been building and exploring new opportunities in the digital space to boost U Mobile's digital offerings. As chief digital officer, she has also been crucial in helping the brand roll out a new website, creating the opportunity for U Mobile to offer a more robust eCommerce experience.

The website refresh was done together with GrowthOps. Both parties collaborated for eight months and the website is powered by Adobe Experience Cloud and hosted on Amazon Web Services. The refresh allows the website to offer an enhanced, trilingual customer experience through personalised content delivery, which enables the telco to achieve its overarching goal to better service its customers on digital channels. 

Prior to joining U Mobile, Lee spent close to three years in AirAsia. She first joined AirAsia in January 2010 as its head of commercial. She helmed that position for more than a year before taking on the role of commercial director. 

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