Jasmine moves on from Unifi

Jasmine Lee, Chief Commercial Officer, Consumer, for Unifi ends her sterling tenure with Telekom Malaysia (TM) on 30 April 2025.

Jasmine joined TM in October 2022 during a very challenging period and led key initiatives to revitalise the mobile segment by tackling gaps in product offerings, network quality and coverage, go-to-market strategies and distribution channels.

Drawing from her background in marketing and mobile, Jasmine introduced new convergence offerings that resonated with the evolving demands of consumers.

Jasmine is a highly respected marketing and business leader with over 20 years of experience across the telecommunications, digital, and customer experience sectors. Under her leadership, Unifi has sharpened its brand positioning and enhanced its customer-centric offerings to meet the evolving demands of Malaysian consumers and businesses.

Throughout her career, Jasmine has championed customer-first strategies, blending creativity with data-driven insights to deliver impactful results.

“Please join me in expressing our heartfelt appreciation to Jasmine for her leadership, dedication and contributions during her time with TM. We wish her every success and fulfilment in her future endeavours,” says Group CEO Amar Huzaimi Md Deris.

He adds, “Unifi remains a cornerstone of our journey to becoming a Digital Powerhouse by 2030. With the team’s continued passion and boldness, I am confident we will spark greater innovations that contribute to a more vibrant and dynamic digital ecosystem.”

Prior to Telekom Malaysia, Jasmine was the CMO of U Mobile, where she successfully spearheaded bold, award-winning campaigns and product innovations. She also held key leadership roles, contributing to product development and customer experience initiatives.

Jasmine will be superseded by TM’s Chief Business & Consumer Officer Anand Vijayan.

Anand was appointed Chief Commercial Officer of TM on 1 February 2020 where he was primarily responsible for the Unifi business. Under his leadership, TM’s consumer segment experienced exceptional growth. He started his career in 1996 in the professional services space and spent several years in the big four accounting firms working in assurance and advisory services across Kazakhstan, Bulgaria, Russia, Albania and Uzbekistan.

We, at MARKETING magazine Malaysia, wish Jasmine well.

Stay tuned on her next move.