Marketer of the Year in SME Marketing: Gigi Lee

Gigi Lee, Head, Group Business Banking Marketing & Customer Insights, Group Marketing of RHB Banking Group, took home the exclusive Gold in the Marketer of the Year in SME Marketing category at the Malaysian CMO Awards 2022.

Gigi’s impressive resume kickstarted with the worldwide research firm Synovate, where she conducted surveys and interviewed experts. There, she oversaw several major brands in Malaysia, including Nestlé, L’Oréal, Amway, Cadbury, and McDonald’s.

She is an expert in consumer product and idea testing, and her work has been instrumental in the introduction of various new goods, most notably Nescafé White Coffee.

To continue her pursuit of insights, Gigi joined HSBC Malaysia in 2010 after leaving Synovate to do so from the client’s perspective. She had a dual position on the marketing team, providing both insights and strategic planning.

Because of her expertise in insights and analytics, she was able to aid the bank in creating insight-driven advertising and fostering a culture where insights are valued. Focus groups for new product propositions were moderated by her as well, just before their introduction.

Gigi joined RHB Group’s Marketing team in 2018 as the Head of Business Banking Marketing & Customer Insights, a role that expanded her responsibilities and responsibilities to RHB’s business clients.

Since then, she’s been instrumental in guiding the bank to record expansion thanks to her solid grounding in the basics and extensive professional experience.

Gigi was crucial in 2021/22 for RHB’s SME banking, which saw massive expansion thanks to her efforts. Successful marketing efforts for the bank were the product of her in-depth knowledge of the target audience and her skill at developing campaigns that were both practical and engaging, with their foundation in solid insights.

Gigi is an expert in educating and training business and marketing teams to unearth insights, and she is a staunch supporter of their use in generating revenue development for businesses.

Gigi is the solid link between the business leaders of the research agencies and her data analytics team since she is a firm believer in the use of research data in business decision-making.

She makes the connections that allow CEOs to better understand their companies’ situations and identify areas for expansion. She is a firm believer that research findings must be actionable. As a leader, she facilitates the development of a shared understanding among all parties involved by eliminating confusion and clarifying information.

When it comes to marketing, she sets an excellent example for her team members and is very patient when it comes to mentoring her younger colleagues.

She patiently instructs them in the necessary abilities and shows them how things may be done in a more efficient manner. Gigi believes that the most effective way to impart her marketing expertise is through on-the-job training.

Gigi is incredibly innovative when it comes to marketing strategies, but she is also quite methodical when it comes to measuring results. Under her direction, all marketing efforts are meticulously monitored. She is flexible enough to make adjustments as necessary to guarantee that marketing budgets are being spent wisely and producing the highest possible returns for the company.

So, while she pushes her team to stretch themselves with novel approaches, she stresses the significance of being adaptable in order to achieve marketing goals with excellence.

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