Senior Digi marketer ushers in exciting times for U Mobile

Bernard Lee, Head of Marketing services at DiGi Telecommunications (Digi), has been appointed Head of Brand & Marketing Services at U Mobile. He starts his new role effective next Monday, March 21, and reports directly to U Mobile Marketing Director Navin Manian.

Bernard has had an amazing run at Digi for almost five years, in charge of marketing, communications and sponsorship activation, among others.

Before that he was head of marketing communications at Maxis, and previously Business director of DDB Worldwide Communications Group based in Singapore.

Prior to that, Bernard was Senior Account Director at NagaDDB for about seven years.

An accomplished and highly sought after award-winning marketer with two decades of brand experience, Bernard has won his share of awards: Effie, APAC Effie, Kancils, Putra Brand Awards, Cannes Lions, D&AD, Spikes Asia, Creative Circles Awards, Singapore Hall of Fame….

And during his time at Digi, the brand was named Strongest Brand in Malaysia (Brand Finance) twice in the last 3 years.

At U Mobile, Bernard will spearhead marketing with a consolidated role that oversees brand, marketing communications, media, digital and social, brand engagement and consumer research across all consumer, B2B and product portfolios.

In his career, Bernard has played a key role in how Maxis and Digi pivoted their brands in the ever changing marketing landscape with his experience in tech, telco marketing, mobile, broadband, cable TV and  Quadplay (triple play service of broadband internet access, television and telephone with wireless service).

He told MARKETING magazine Malaysia, “I am eager to be part of this amazing team that has built U Mobile into one of the most loved brands in Malaysia, and is the fastest growing player in the market. While U Mobile is youngest of the Big 4, it is the brand that is constantly driving and shaping the market with new, exciting propositions and offerings. Moving forward, I see endless possibilities!”

U Mobile recently refreshed its website with GrowthOps to deliver agility in managing content and access to deeper and more comprehensive user analytics.

CGS-CIMB Research in its latest report, says that Celcom Axiata Bhd, Digi.com Bhd and Maxis Bhd are expected to continue shedding revenue market share (RMS) to U Mobile over the medium term. This is because U Mobile’s offer remains a notch more attractive than the other players. Since its inception, U Mobile has been seen as a major disruptor in the mobile industry, offering packages and pricing that attract a wide segment of the market.


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