Construction Industry Council nabs AS Watson's Hanks Lee as GM of corp comms

Construction Industry Council (CIC) has onboarded Hanks Lee (pictured) as its general manager of corporate communications and corporate services, following his departure from AS Watson after a 14-year tenure. He reports to CIC's executive director Cheng Ting Ning Albert.

In his new role, Lee is tasked at spearheading several functions within the CIC covering media relations, corporate events, promotional campaigns, sports, volunteering, social and digital platforms, said Lee in conversation with MARKETING-INTERACTIVE. 

His priority is to advocate for craftsmanship, safety, innovation and sustainability through impactful public engagement. At the same time, he aims to attract new talent by refreshing how people perceive the construction profession—highlighting its purpose, opportunities and value to Hong Kong society. 

Most recently, he was in charge of "Construction Hong Kong” - a campaign which aims to rebrand the construction industry through STEAM education with schools and promoting the stories behind world-class infrastructure of Hong Kong.

While this is not a newly created position, Lee said the role has evolved significantly in scope and team structure. "I would describe it as a refreshed and redefined leadership role, rather than a direct succession."

Lee shared that his move from the FMCG sector to the construction industry was driven by a desire to take on a more purpose-driven role. "With family and friends deeply rooted in construction, this transition feels very meaningful to me, it’s fulfilling to give back to an industry and community that has shaped my own journey."

“Having spent two decades in FMCG, I feel truly fortunate to have worked with world-class brands in health and beauty, day by day I become more aspired to making a positive impact on people’s lives. With family and friends deeply rooted in construction, this transition feels very meaningful to me, it’s fulfilling to give back to an industry and community that has shaped my own journey," he said. 

"I am excited to join the CIC at a pivotal moment of industry transformation—where marketing and communications can uplift the image of the industry and tell the story of how construction is building a safer, more innovative and sustainable future for Hong Kong," he added.

Lee was most recently AS Watson's director of corporate communications and Watsons brand marketing. At Watsons, Hanks was credited with overseeing the global philanthropic programme "Give a smile", in partnership with international NGO Operation Smile, which provides corrective surgeries for children born with cleft lips and palates. Adapted across multiple markets and delivered through both online and offline channels, the programme has funded life-changing surgeries for more than 10,000 children worldwide.

Hanks also spearheaded the launch of Wanderers Watcher, a campaign enabling AS Watson retail stores to become dementia-friendly network in the community. On brand marketing, he led "The new beautiful" brand refresh campaign across Greater China, Indonesia, the Philippines, Singapore and Thailand, refreshing the brand by redefining beauty - from outside to the beauty within.

In line with Watsons’ wider sustainability vision under the Greener Stores Global Framework, his team launched the Asia chapter with Cantopop boy band MIRROR. Its new inspirational song encouraged customers in Hong Kong, Malaysia, Taiwan and Singapore to adopt sustainable habits, while complementary social media campaigns and experiential activations further amplified the message. Before AS Watson, he had also helmed senior marketing role at L'Oréal.

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