Alvinology founder Alvin Lim joins DBS as group marcomms lead

Alvin Lim, founder of Alvinology Media, has been appointed by DBS Bank as its vice president, group strategic marketing and communications. The role is a newly created, regional one and will see him reporting to Edna Koh, executive director, GSMC, DBS.

According to a statement from DBS, Lim will be tasked with playing a lead role in advancing DBS’ content marketing.

Lim joins from Migme, where he was global head of content for the South and Southeast Asia regions. He is also the founder of, a lifestyle content portal covering topics such as travel and food since 2007. He also co-owns digital and social media company AM Collective which owns, operates and represents various online and mobile sites such as, and the SGBusLeh app.

Brands the company has worked with include Coca-Cola, Nestle, Volkswagen, Volvo, 21st Century Fox, United International Pictures, Nikon, LG, HTC, Qatar Airways and Destination New South Wales.

Commenting on the appointment, Karen Ngui, DBS head of group strategic marketing and communications, highlighted that content marketing is the way forward and Lim’s appointment is in line with this thinking.

“We are delighted that Lim has joined the team to enable us to further raise the bar on storytelling and marketing digitally. With his extensive experience and wide network, I am confident in his ability to help us further entrench our leadership position in the industry,” Ngui said.