Honestbee’s vice president of marketing Christina Lim (pictured) has left the company after a year into the role. At honestbee, Lim was tasked to lead the marketing team to ramp up its integrated efforts to drive brand awareness and loyalty across all its business verticals.
She was previously with Dentsu Singapore as managing director. She also spent 10 years at NTUC FairPrice where she helped transform the homegrown grocery retailer into a progressive and innovative brand in its field. Her experience in the industry also saw her working in senior positions across Publicis Singapore, TBWA\Singapore and EURO RSCG Singapore (now known as Havas Worldwide Singapore) and consulting with blue-chip clients such as Hewlett Packard, AVIVA, Western Union and Dell. In total she has over 29 years of experience.
In an exclusive conversation with Marketing, Lim said in the interim, she will be focused on consulting work for companies which include start-ups. Going beyond branding and marketing duties, her work with companies will be on business operations, growth and changes.
Given her one-year stint with a start-up such as honestbee, Lim explained that the world of start-up was fascinating for her, and allowed her to meet inspiring entrepreneurs. She added being in the heart of the action has been “refreshing and enriching” giving her in-depth understanding of the work in the start-up world and the appreciation for the challenges these companies face.
“I am glad to have the chance to observe and be in action from the front row seat. It has been refreshing to be in the world where cadence is high on priority. There were many passionate, driven and smart people, who are prepared to get their hands dirty to make things happen,” Lim said.
Recently, honestbee halted food delivery service in Singapore, and temporarily suspended its laundry service. However, the company confirmed that the grocery delivery service will continue as well as its physical space – habitat by honestbee. This came shortly after approximately 10% of its global headcount were cut and CEO Joel Sng exited the company. Honestbee was quick to name his successor, as Brian Koo took on CEO role in May.
Speaking about the retail space and the boom in eCommerce players, Lim said that in Singapore, eCommerce is set to grow at an unprecedented pace. “With high internet adoption, rise in e-payment options as well as increasing consumer savviness, presents Singapore as an attractive market for eCommerce players,” she added. Moreover, the Ministry of Trade and Industry also named retail as one of the key sectors outlined for transformation. As such, it comes as no surprise that eCommerce will be a key sales channel for this sector.
“There is an array of initiatives and grants rolled out by various government agencies to support to help transform Singapore into a global eCommerce hub, on the backdrop of strong competition globally. All these contribute to a conducive environment and eco-systems for eCommerce to flourish,” Lim said.