WE Communications SG names new director and associate director of sectors

Global communications agency WE Communications (WE) has named Charmaine Lin as its new director for sectors. In tandem, it has picked Michelle Lim as its new associate director of sectors in Singapore, the agency told MARKETING-INTERACTIVE.

Both Lin and Lim will report to Troy Lee, head of sectors at the agency and they will broaden WE’s capabilities in tourism, travel and hospitality as well as technology, B2B and crisis communications.

Lin joins WE with more than 17 years of experience in brand marketing and communications at agencies such as Gusto Collective and Mercury Marketing and Communications. She also spent nearly five years spent at Weber Shandwick as vice president of client experience.

Over her career, she has provided counsel to, and has led high-profile campaigns for, many of the world’s leading tourism, travel, hospitality, fashion and beauty companies such as the Estée Lauder Companies, Marriott International, Royal Caribbean, Shiseido Group, Tourism Australia and Victoria’s Secret.

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Lim, on the other hand, comes onboard with more than a decade of experience in B2B, technology communications, public affairs and crisis communications.

She joins WE most recently from Fifth Ring, where she served as account director and worked with brands such as BASF, CHINT Global, Delta Electronics, Smith+Nephew and XSQUARE Technologies.

Before Fifth Ring, she led communications and crisis strategy for various Home Team departments under Singapore’s Ministry of Home Affairs for close to a decade.

“Lin and Lim bring a wealth of experience and expertise to WE, and their combined talent in integrated communications, strategic storytelling and crisis communications will be an unstoppable force in supporting our clients as we chart the agency forward,” said Daryl Ho, managing director, Singapore. “I am beyond thrilled to welcome both of them to the team and am grateful that they’ve chosen to call WE their home.”

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