Former TM consumer CCO Jasmine Lee joins Oneverse Technology

After years of leading brand, marketing, and commercial strategy in Malaysia’s telecommunications space, Jasmine Lee is stepping into a new chapter, this time at the intersection of gaming, fintech, and blockchain.

The former chief commercial officer - consumer of Telekom Malaysia (TM), has joined Oneverse Technology (Oneverse) as its new chief business officer (CBO), marking a pivot that reflects both a personal passion and a strategic career move.

In an exclusive interview with A+M, Lee shares her reasons for joining Oneverse, her ambitions for the brand, and how her telco roots continue to inform her approach in this fast-evolving tech space.

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Lee's foray into the world of blockchain and Web3 wasn’t by chance. Following her departure from TM, she intentionally immersed herself in opportunities that explored emerging technologies, such as blockchain, crypto, and gamification.

“Upon my resignation from Telekom Malaysia, I made a conscious decision to invest my time and effort into initiatives related to blockchain and Web3 technologies,” she shared.

That exploration led her to several startups in the space, each with a distinct offering, from logistics to crypto exchange. However, it was Oneverse, a digital content startup under two years old, that stood out to her. 

“What attracted me is the familiarity in the content business,” she explained, referencing her past experience as founder and operator of MNC Wireless, a mobile services and solutions company she led to listing.

Running a tech startup is very close to my heart.

Lee was also drawn to the vision of Skyson Tey, CEO of Oneverse, who aims to expand gaming ecosystems beyond traditional boundaries by integrating blockchain and Web3 innovations.

As chief business officer, Lee is tasked with spearheading all revenue and profit-generating activities at Oneverse. Central to this role is growing Oneone.com, Oneverse’s consumer-facing gaming payment platform currently available in five markets, namely Malaysia, Philippines, Thailand, Indonesia, and Taiwan.

“I will be responsible for promoting the current payment platform and services for games via oneone.com, and connecting with game publishers to expand our offerings," she said. 

Nevertheless, her ambitions go well beyond regional expansion. Lee sees gaming as a universal digital language, one that transcends geographies, generations, and cultures.

“Gaming has been a key tool for youth engagement since Gen-X. It now connects Gen Y, Millennials, and Gen Z. It’s truly borderless digital content. As such, there’s no stopping Oneverse from expanding its business worldwide," added Lee. 

At first glance, Lee's move from telco to fintech and gaming might seem like a leap, but for her, it’s simply an evolution, and one that stays true to her core skillset as a marketeer who thrives on tech-driven innovation.

I am a marketeer at heart, but I love marketing technology.

"My forte is humanising technology, using the arsenal a marketeer has, from branding to service creation, to translate any technology into meaningful enhancements for people," Lee said. 

That human-centric philosophy is what she believes sets effective marketing apart, whether it’s for blockchain, AI, games, or even something as simple as shampoo.

Regardless of the product, a marketer worth their salt can find a way to connect with the right audience with the right proposition.

With Jasmine Lee now onboard, Oneverse is poised to deepen its gaming and fintech capabilities while preparing for broader market expansion. Its blend of blockchain technology, gamified user experiences, and cross-border content positions the brand uniquely in a saturated digital landscape.

Lee was previously brought into TM at the end of 2022 to rebuild and turnaround the mobile business for the telco, 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.

Prior to joining TM, Lee was with U Mobile as CMO and subsequently chief digital officer, AirAsia as a commercial director, MNC Wireless as CEO, Digital Kung-Fu, and she also spent two years with DiGi Telecommunications, as its senior manager for corporate branding.

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