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U Mobile refreshes website with GrowthOps to beef up CX and insights

U Mobile refreshes website with GrowthOps to beef up CX and insights

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U Mobile has launched its refreshed website,, to provide its consumers with greater ease of use and a more holistic user experience. The new and enhanced platform also enables the telco to have greater autonomy and agility in managing content, and offers access to deeper and more comprehensive user analytics. The team worked with GrowthOps on the website for eight months and the website is powered by Adobe Experience Cloud and hosted on Amazon Web Services (AWS).

With the improvements, now offers an enhanced, trilingual customer experience through personalised content delivery, which enables the telco to achieve its overarching goal to better service its customers on digital channels. CDO Jasmine Lee said the telco is always looking at new ways to realise unlimited potential. She added that the refreshed website will equip the company with more insights, enabling it to make more data-led decisions to offer customers with new digital experience. 

"Today, marketers are being tasked with how to create an engaging experience with their customer through seamless design and analytics-driven content personalisation," said GrowthOps' head of consulting, Tng Boon Keong. He told A+M that U Mobile had a clear digital roadmap when the partnership with GrowthOps began. "At this stage, it is too soon to provide meaningful insights," Tng said.

Amidst the website refresh, Lee took on the CDO position last November after being U Mobile's CMO for eight years. During that period, she worked with the team to roll out appealing, innovative products and services that disrupted industry norms, launch a financial services ecosystem as well as expand the connectivity business to include fibre, said U Mobile.

In this role, she is responsible for building and exploring new opportunities in the digital space, creating new digital experiences as well as data-driven solutions that would benefit customers. To ensure a cohesive, end-to-end digital experience for our customers, Lee also oversees all customer digital channels including web, eCommerce, and also the company’s app.  

On the marketing front, the telco saw the exit of head of digital services marketing, Adam Lee, in January after four months. He is now with Cambodia's Sathapana Bank in the newly created role of head of marketing, communications, and branding.

In addition to U Mobile, GrowthOps also had its fair share of leadership changes. Last November, the agency made key appointments in its Malaysia and Singapore teams as part of its plans to drive growth in the Southeast Asia region. promoted David Isaac Matthews to chief growth officer in Singapore, while Shaad Hamid has been named GM in Singapore. Meanwhile, Chris Greenough was named GM in Malaysia, succeeding Elise Duarte Chu. 

Related articles:
U Mobile CMO Jasmine Lee takes on CDO role after 8 years
MediaCom Hong Kong names Jasmine Lee as deputy GM
U Mobile's Adam Lee exits to lead marcomms and branding at Cambodian bank
GrowthOps names new SG and MY leadership

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