Great Eastern has appointed Dominic Lee (pictured) as the new vice president, group brand and sponsorship. He was previously the head of brand and communications at NTUC Link.
Reporting to Keith Chia, head of group brand and marketing, Lee will drive Great Eastern’s brand and sponsorship strategy to further build the brand across the group. He will also lead the team to develop brand campaigns to grow brand visibility and affinity across key market segments and drive the corporate sponsorships programme to maximise brand and customer engagement outcomes. In addition, Lee’s team will work in close collaboration with the marketing, products, sales and digital ecosystem teams. Lee’s team will also oversee creative development, content marketing, media planning, brand health tracking and marketing campaigns.
With over 15 years of experience across creative, brand, communication and marketing roles, Lee has had experience working with design and creative agencies as well as brands.
In his one year and five months at NTUC Link, he was responsible for rejuvenating the Plus! brand and worked cross-functionally with the product, design, partnership and marketing teams. Prior to his stint with NTUC Link, Lee was a brand director with an international design agency called LPK. LPK handles clients such as Benjamin Barker, Nestle and P&G among others in the portfolio. Lee’s role was to lead projects and business initiatives which were more concentrated on the Southeast Asia region.
In the early stages of his career, Lee helmed the role of an account manager with ad agencies Mandate Advertising International, DDB Group Singapore as well as MINDEF’s media arm So Drama! Entertainment.
“I’m delighted to be part of the Great Eastern family. The company celebrates its 111th anniversary in August and as a Life Company, we continue to be relevant and trusted by generations of customers. I look forward to working with the team to develop campaigns that resonate strongly with the community and to show new and exciting facets of the brand,” Lee said.