UBS’ Melvin Kwek joins Credit Suisse as APAC digital marketing lead

UBS Wealth Management’s executive direct Melvin Kwek has joined Credit Suisse as director. According to Kwek’s LinkedIn, he is currently heading the marketing business management and digital marketing functions regionally at Credit Suisse. Marketing understands that this is a newly created role.His move follows another recent high profile exit at UBS, which saw its managing director and head of marketing Patricia Enslow leaving for the same bank in September. It is understood that Kwek will be reporting to her again in his new role.During his 11-year long tenure at UBS, Kwek was functionally chief-of-staff to the head of marketing APAC, Patricia Enslow. He has also held key roles in UBS driving the marketing strategy and development in wealth management for the Asia Pacific region.Kwek helped develop and implement UBS’ multi-channel integrated client communications framework, leading its client insights program to better understand drivers of client satisfaction and client experience. He is also credited with helping to drive transparency and accountability of marketing investments and was also a champion of next generation initiatives and branding for the region.Before UBS, Kwek was assistant vice president at Citigroup Global Wealth Management in its strategic marketing and special projects arm. This was part of the office of the CEO, APAC and Middle East. During his six years at Citi, Kwek held a myriad of roles such as business performance improvement, strategic marketing, professional development and cross-functional project management.Enslow joined as managing director and CMO of APAC and too had been with UBS for 11 years. Prior to her stint with UBS, Enslow was the head of strategic marketing in Asia Pacific and Middle East at Citigroup Private Bank. Marketing understands that Lorraine Yee, who is currently head of marketing, North Asia, UBS Wealth Management, is her replacement.