Lee Yew Leong joins XM Asia in newly created role of director of content and connections

XM Asia, one of the region’s largest digital marketing and technology consulting agencies, has appointed Lee Yew Leong to the newly-created role of Director of Content and Connections.

“XM Asia is always looking at diverse talent sets and personalities. Yew Leong’s media specialisation will bring omnidirectional perspective into touch-points, content infrastructure, consumption data and technology innovation for brands that are looking for more ROI on for their customer engagement,” said Paul Soon, CEO of XM Asia Pacific.

Lee, (pictured) who has 14 years of media experience under his belt, is a digital specialist who comes from a traditional planning and buying background. He started his career in 2000 at Starcom MediaVest Group as a Media Planner/Buyer, and went on to help establish Starcom IP Asia in 2001, where he headed the Regional Client Group as digital media lead and strategist.

Lee moved to MindShare in 2007, where he led the growth of the digital team across the region, and in 2009 returned to Starcom to take up the role of Executive Director, with the primary remit of assimilating digital capabilities into SMG’s mainstream product, growing digital related businesses, as well as overseeing external digital partnerships across Southeast Asia.

In his new role at XM Asia Pacific, Lee will take responsibility for strengthening XM’s performance, data and analytics, and content practice offering by blending strategic, creative, media and technical expertise to build business value for clients.

XM Asia is one of Asia’s largest and most dynamic digital agencies. The company, which is in growth mode, acquired Thomas Idea in Thailand and Designercity in Hong Kong in 2013, and XM Gravity in Indonesia in 2012.

“I’m excited to be joining an agency that is a pioneer of digital marketing in Asia, and creating an impact that not only matters to the agency, but also to clients’ businesses,” said Lee. “I’ve known Paul for nearly a decade, and I’m thrilled to have the opportunity to work alongside him and the very talented team of people here at XM.”