CIMB Bank Singapore has appointed Victor Lee (pictured) as its new CEO. Lee is concurrently the CEO of CIMB Group Commercial Banking, and a member of the senior management team of CIMB Group, in addition to this new role. He takes over the reins from predecessor Mak Lye Mun, who was CEO of CIMB Singapore for 10 years before stepping down to retire.
Lee was previously based in Malaysia and returns to Singapore to lead the Singapore franchise. He brings with him more than 25 years of experience in retail banking, commercial banking and corporate banking across ASEAN and North Asia. Lee first joined CIMB Malaysia in January 2019 as CEO of CIMB Group Commercial Banking. Prior to that, he has held several leadership roles with United Overseas Bank, Standard Chartered Bank, Fullerton Financial, Citi and DBS Bank.
“Singapore is a financial hub for the region and a core market for CIMB Group. We need to leverage on her strength to capture the opportunities. With the new Industrial Revolution 4.0, we shall need to anchor down on partnerships, technology; customer obsession will be core, and an equally important sustainability agenda," Lee said.
In September 2019, CIMB Bank Singapore launched an integrated campaign targeting busy entrepreneurs and business owners on-the-go. The videos feature a business owner struggling with services offered by others. Using the vertical space as a creative canvas, the spot features an unexpected twist when the struggling entrepreneur moves over to CIMB BusinessGo.
Yong Jiunn Run, head of commercial banking, CIMB Bank Singapore told Marketing then that the campaign targets SMEs to do away from “painful” banking and focus on a fuss-free business account with CIMB. The campaign comprises vertical videos, print, posters and online channels and was done in partnership with independent boutique agency TGH Collective founded by former JWT regional ECD Tay Guan Hin. TGH Collective was appointed on a project-basis to showcase CIMB BusinessGo’s suite of financial services. The campaign will conclude end June 2020.