U Mobile announces new CEO, other management appointments

  • Acting CEO Wong Heang Tuck takes on role permanently after former CEO sacked
  • Jasmine Lee assumes roles of CMO, Alex Tan now chief sales officer

U Mobile announces new CEO, other management appointmentsMOBILE operator U Mobile Sdn Bhd has announced the appointment of Wong Heang Tuck (pic) as its chief executive officer effective April 1, after sacking former CEO Jaffa Sany Ariffin last August, citing “disciplinary reasons.”
 
Wong, who had taken on the role of acting CEO after Jaffa’s sacking, only joined the company on July 12, 2013, as chief operating officer (COO).
 
However, he has 20 years’ experience in finance, business and corporate development, u Mobile said in a statement.
 
His previous roles include chief financial officer (CFO) of WBL Corporation Limited, a multinational conglomerate listed on the Stock Exchange of Singapore, and was also formerly the CFO of KS Energy Limited and PT Indosat in Indonesia.
 
Prior to that, he had held senior positions in various companies within Keppel Corporation of Singapore, where he worked for 10 years, U Mobile said.
 
In his new role, Wong will aim to “actualise U Mobile’s vision and mission by supporting the company with well-informed business direction and strategies it needs to transcend to the next chapter,” the company said.
 
U Mobile also announced the appointments of Jasmine Lee as chief marketing officer (CMO) and Alex Tan as chief sales officer effective Jan 1, 2014.
 
U Mobile announces new CEO, other management appointmentsLee (pic) joined U Mobile as director of marketing in February, 2013. She was previously the commercial director for AirAsia Berhad, and also the cofounder and CEO of MNC Wireless Berhad.
 
U Mobile said she has an “impressive” background in corporate branding and product marketing, having won a string of awards and recognitions in her previous roles at AirAsia and DiGi Telecommunications Bhd.
 
Lee would now be responsible for overseeing all of U Mobile’s marketing efforts, including product development, marketing and management, and brand and marketing communications.
 
She would also be responsible for customer experience management including customer engagement, financial services, loyalty and retention; as well as U Mobile’s MVNO (mobile virtual network operator) and wholesale businesses.
 
Tan, who was previously director of sales at U Mobile, has held various sales and management positions in companies such as Fuji Xerox, Citibank, Standard Chartered Bank and DiGi.
 
He was previously the general manager for Channel & Distribution at PT Natrindo Telepon Seluler (AXIS) Indonesia.
 
He will now be responsible for leading U Mobile’s strategic partnerships, and will also be implementing the company’s go-to-market plans and business expansion efforts for consumer sales in the prepaid and postpaid divisions.
 
Tan will also handle channel distribution, trade marketing, and channel support operations.
 
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