'I will certainly miss the people and the camaraderie,' says Jasmine Lee as she exits TM

TM's chief commercial officer for consumer, Jasmine Lee Sze Inn, is exiting the company at the end of April, both TM and Lee confirmed with A+M. 

"We thank Jasmine for her contributions and wish her well in her next chapter. Under the leadership of Anand Vijayan, chief business and consumer officer, Unifi continues to strive to deliver value to our customers," TM said in a statement. 

Meanwhile, Lee shared with A+M that she has been honoured to have been a part of the organisation. "The best memories of TM are always its people, the 'Warga TM' as we call ourselves. The spirit of the people is always of focused on doing something good for the country and building the nation while still driving the growth of the business," Lee said.

"I am thankful to have been given the opportunity to be part of this organisation. Whilst the contribution has been reciprocal, I am very aware that only in TM, I've had a very big platform to work on projects at a national level."

"Through this role and my time here, I have been given the chance to do large-scale a transformation projects that drives complicated ecosystems. I will certainly miss the people and the camaraderie that was built these 3 years," she added. 

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Lee was brought in at the end of 2022 to rebuild and turnaround the mobile business for TM, as executive vice president for mobile. By the fourth quarter of 2023, Lee was moved into the role of chief commercial officer - consumer, for Unifi. She oversaw Unifi's home, mobile, television and lifestyle segments.

"While transforming the fundamental infrastructure including the 4G and 5G network, as well as the billing and digital systems, I also served TM customers together with the group network, IT and digital. Besides that, the brand, product packaging, retail, customer experience and distribution also went through major transformation," she shared. 

Some notable campaigns that she has worked on within the telecommunications company, includes the introduction and launch of the Uni5G mobile plan in December 2022, which covered both post and prepaid plans. This includes the "Data tak mati" ('Data doesn't die'), Uni5G WOW, "Seringgit freedom" ('1 Ringgit freedom'), and Uni5G Hajj plans. 

She was also involved in the rebranding and transformation of TM's retail stores, changing them from TM Point, over to Unifi Store. "This also solidifies Unifi as the consumer brand for TM. The transformed store uplifted TM and image to be customer friendly and with exceptional retail experience," Lee said.

Separately, Lee also worked on the "UNIVERSE" and "Free 6 months" campaigns during her tenure, with "Device Fiesta" being the last one on her watch. 

"TM’s vision and ambition is to be the 'Digital powerhouse' of Malaysia and to make Malaysia a digital hub for ASEAN. As such, the special focus on digital innovation especially in areas of big data and artificial intelligence is core to delivering this vision," said Lee. 

"5G is also more prevalent and we have started seeing the growth of new startups to drive all these platform-based transformation. I am excited about the possibilities that can be presented with all this new mega digital tech. It will bring forward the next leap," she added. 

Lee has had an extensive professional journey in telecommunications, mobile and digital, and held high-level roles in other companies such as U Mobile, Air Asia and MNC Wireless. Jasmine has over 20 years of experience in building and expanding different technology-based businesses and has also served in various telecommunications and technology industries.

Prior to joining TM, Lee was with U Mobile for nine years, as its chief marketing officer from 2013 to 2021, and as its chief digital officer for a year until 2022. At U Mobile, she focused on corporate branding, product development, marcomm, customer experience management, strategic planning and more, according to her LinkedIn profile.

Lee was also previously with AirAsia as its head of commercial, and subsequently as its commercial director. She was with the airline for a little over three years, dealing with the marketing, revenue and distribution for AirAsia's operations from Malaysia. 

Additionally, Lee has had experience in driving business growth as the CEO of MNC Wireless, a mobile and digital solutions company. She also spent two years as a director at Digital Kung-Fu, as well as another two years with Digi Telecommunications, as its senior manager for corporate branding.

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