Lazada marketing SVP Mei Lee joins Boston Consulting Group

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Boston Consulting Group has appointed former Lazada marketing SVP Mei Lee as its partner and associate director. In her new role, Lee is tasked with covering digital commerce and marketing topics for the Group's teams and clients. MARKETING-INTERACTIVE has reached out for comment.

Lee was with Lazada for close to four years, where she reported directly to Alibaba's chief AI and advertising officer. According to her LinkedIn, during her time at Lazada, she lead eCommerce platform's brand partner marketing strategy, integrated campaigns, performance media, and communications to achieve innovation in data, media, customer experience, online traffic and eCommerce marketshare. Lee also served as the regional go-to-market lead for the advertising and monetisation business unit with responsibility in driving solution adoption, marketing operation, and revenue management across the APAC region.

Prior to joining Lazada, Lee was founder of DOTS GROUP, a marketing training and advisory firm that offers digital advisory, marketing masterclasses, and leadership coaching. Some of the agency's clients included Singtel, Criteo, MediaCorp, National University of Singapore, and the Advertising Institute of Singapore, among others.

Lee has extensive experience in the digital marketing space. She was group senior VP of digital, CRM and eCommerce at COMO Group from 2015 to 2017. There, she was responsible for the company's retail, hospitality, F&B and lifestyle divisions, with a direct team comprising about 35 staff in Singapore. This includes Club 21, COMO Hotels and Resorts, COMO Shambhala, COMO Lifestyle and COMO foundation. In her role, she handled overall direct-to-consumer eCommerce strategy, merchandising, operations, platform, logistics, marketing and CRM to achieve retail eCommerce revenue goals. Lee also provided strategic direction, leadership guidance and oversight in the areas of digital and mobile marketing, social media, eCommerce, digital outreach and partnership, media buying, online advertising and business intelligence for brands in the Group's portfolio.

Lee was also previously VP for marketing at Conde Nast during her time in the US. While she was in the US, Lee also worked managerial and directorial roles in companies such as J.Crew, Omnicom, The Walt Disney Company, Viking River Cruise, and United Online.

Lee's departure from Lazada comes about a month after Richard Rubnan Que left his role as SVP, brand management at Lazada to join Facebook as head of platforms marketing, Asia Pacific. In his new role, Que reports to Sunita GR, head of platform brands (Facebook, Instagram, WhatsApp, Messenger) and programmes marketing. Lazada also recently appointed Marcus Chew as its group CMO. Chew is a veteran in the marketing industry, and held the CMO role at NTUC Income for over six years.

Separately, Lazada recently joined forces with superapp grab to offer same-day delivery to its Singapore shoppers. This allows Lazada's merchants to tap on GrabExpress to deliver their offerings to consumers within the day. The partnership increases earning opportunities for GrabExpress' delivery-partners. The same-day delivery option via GrabExpress is currently available to over 50 Lazada merchants.

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