Jasmine Lee to leave U Mobile

Jasmine Lee is resigning from her position as the Chief Digital Officer U Mobile, effective end of September 2022. Jasmine, who spent nearly a decade at U Mobile, joined the company in 2013 as the Chief Marketing Officer before transitioning as the Chief Digital Officer during November 2021.

Until a replacement takes up the mantle, the CEO of U Mobile Wong Heang Tuck will be taking charge of the digital division.

Previously as the CMO of U Mobile, Jasmine’s insights and strategic inputs were crucial for the evolution of the brand’s influence and product portfolio. She has also spearheaded game-changing initiatives for the company, for instance, the introduction of culture-defining branding for products and price plans such as Data Backpack, GILER Unlimited, RoamOnz, Unlimited HERO and VideoOnz, WeChatGo, .

Jasmine is a specialist on humanising technology, service packaging, branding, creation and innovation of new service, new media marketing inclusive of mobile marketing, social media marketing as well as customer relationship marketing. Under her leadership, U Mobile has won various awards as well.

Some of Jasmine’s previous stints include those at AirAsia as the Commercial Director, Digital Kung-Fu as Director, MNC Wireless Berhad as CEO, and Senior Manager of Corporate Branding at DiGi Telecommunications.

MARKETING Magazine has reached out to Jasmine for comments.