Former U Mobile CMO Jasmine Lee begins new journey as Chief Digital Officer

Jasmine Lee, the former CMO of U Mobile, was appointed as as the telco brand’s first Chief Digital Officer (CDO) on 9 November 2021. She served as their Chief Marketing Officer for 8 years prior to this appointment.

In her 8 years as CMO, her strategic leadership enabled U Mobile to roll out appealing, innovative products and services that disrupted industry norms, launch a financial services ecosystem as well as expand the connectivity business to include fiber.

As CDO, Jasmine’s focus is on building and exploring new opportunities in the digital space, creating new digital experiences as well as data-driven solutions that would benefit customers. To ensure a cohesive, end-to-end digital experience for the customers of U Mobile, Jasmine additionally oversees all customer digital channels including web, e-commerce and also the company’s app.

Jasmine’s previous roles includes a stint at AirAsia Berhad as the Commercial Director for all top-line matters. She was co-founder and the CEO of the successful start-up MNC Wireless Berhad, taking it to an IPO listing and numerous telco awards and recognition. Prior to that, she powered branding initiatives at DiGi Telecommunications Berhad and Sony (M) Sdn Bhd.

To balance the demands of the role, Jasmine loves retail therapy, Instagram and seeking new worldly experiences via travel – something she hopes to be able to do again soon!

Source: U Mobile website

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