SINGAPORE — Hill+Knowlton Strategies has tapped Adeline Lee to lead its Singapore operation in a move meant to accelerate regional expansion.

In the newly created general manager role, Lee will focus on driving growth and overseeing all aspects of the office’s business operations and talent development. She reports to Justin Then, CEO of H+K Singapore and Lumos H+K Malaysia.

Lee brings more than 20 years of agency and in-house experience in communications. She joins from ADK Connect, a digital creative agency, where she was acqui-hired to establish the PR and content team. Prior to that, Lee was the founder and owner of SG Story, a local boutique agency that specialised in audience engagement, content development and path-to-purchase marketing.

“Adeline is a passionate leader with a proven track record of building successful teams and businesses,” Then said. “Her entrepreneurial spirit, and deep experience in omni-channel campaigns make her a valuable addition as we continue to expand service solutions and offerings in Singapore.”