Posted on by Nathalie Tay
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Mei Lee joins the top ranks at Malaysian CMO Awards Discovery Edition
03 Apr
Chin Mei Lee is a dynamic marketing leader with over 16 years of experience in FMCG and F&B, known for blending data-driven strategy with creative excellence. Starting her career in sales and trade marketing, she built her expertise across top brands like Nestlé, Fonterra, Unilever, and Johnson & Johnson—revitalising them and driving market share growth.
Now Chief Marketing Officer at McDonald’s Malaysia, she has led transformative brand initiatives, including McCafé’s highest-ever growth and award-winning campaigns like Vibe Kopi Susu, Icon Meets Icon and Taste the Change, which earned a Malaysia Book of Records entry and global recognition.
A believer in hands-on marketing and integrated brand experiences, Mei Lee champions both ATL and BTL strategies to deliver real business impact. Since joining McDonald’s in 2020, she’s risen rapidly through the ranks—earning three promotions in five years and redefining how the brand connects with Malaysian consumers.
McCafé was launched in Malaysia in 2012, thirty years after McDonald’s launch in Malaysia.
McCafé had spent nearly a decade building its foundation – developing recipes, expanding distribution, and enhancing internal capabilities – before introducing a “local” coffee, Kopi Susu McCafé.
This required navigating internal hurdles with the need of mindset change across the organisation. With a comprehensive activation spanning above-the-line and below-the-line channels, McDonald’s achieved an all-time high in Kopi Susu McCafé sales, surpassing the launch month by an impressive 86%.
Kopi Susu McCafé wasn’t just another marketing campaign; it was an internal battle to instill confidence within the system.
The Vibe Kopi Susu music video garnered 6.7 million YouTube views and the soundtrack surpassed 1 million unique listeners on Spotify with 50% of the audience belonging to Gen Z.
Mei Lee’s marketing milestones will be celebrated at the Malaysian CMO Awards 2024 Discovery Edition on April 25 in a special Induction Ceremony at the exclusive Malaysian Petroleum Club, and joined by over 40 celebrated marketing leaders in Malaysia.
