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SINGAPORE - Tea brand CHAGEE has nabbed Eugene Lee as its new vice president, chief marketing officer for APAC, Lee told PRovoke Media. In his new role, he will be working closely with the APAC CEO and global CMO to drive brand and commercial expansion for CHAGEE internationally.
Lee was previously international chief marketing officer of McDonald's and stepped down in March after 15 years with the fast food chain.
He joined the company in 2009 as a senior marketing executive and quickly rose through the ranks. He was made regional director of marketing and menu for Asia in 2020 and regional CMO for Asia in 2021.
In May 2023, Lee was named international CMO, a role he has held till today.
“I’ve spent the majority of my career working for one of the largest Western brands, and I’m now extremely excited to expand my career experience into one of the most iconic and hypeworthy Eastern brands of today. It’s a great learning and growth opportunity for me," said Lee in a conversation with Provoke Media.
Lee will be overseeing brand and commercial activities for the brand. "There will be more alignment and synergies across other departments as I get deeper into the business," he added.
He noted that he was eager to join the brand after a meeting with CHAGEE’s founder and getting a deep understanding of his vision and the company’s mission.
"Tea is the most consumed beverage in the world (after water), but perception has lagged behind it’s counterparts such as coffee - which was the same way 20 years ago until some big brands turned coffee into the trendy drink it is today," he said on LinkedIn.
"CHAGEE’s mission is to modernize the tea experience, elevate the category and reinvent how customers perceive tea. In short, it’s about making tea cool to consume, and the brand is the clear leader and pioneer in this space," Lee added.
Lee went on to say that his career break ended up being shorter than hethought, but that opportunity doesn’t wait for anyone. "I’m energized to see how I can drive brand & commercial growth internationally for CHAGEE," he said.
Lee was previously international chief marketing officer of McDonald's and stepped down in March after 15 years with the fast food chain.
He joined the company in 2009 as a senior marketing executive and quickly rose through the ranks. He was made regional director of marketing and menu for Asia in 2020 and regional CMO for Asia in 2021.
In May 2023, Lee was named international CMO, a role he has held till today.
“I’ve spent the majority of my career working for one of the largest Western brands, and I’m now extremely excited to expand my career experience into one of the most iconic and hypeworthy Eastern brands of today. It’s a great learning and growth opportunity for me," said Lee in a conversation with Provoke Media.
Lee will be overseeing brand and commercial activities for the brand. "There will be more alignment and synergies across other departments as I get deeper into the business," he added.
He noted that he was eager to join the brand after a meeting with CHAGEE’s founder and getting a deep understanding of his vision and the company’s mission.
"Tea is the most consumed beverage in the world (after water), but perception has lagged behind it’s counterparts such as coffee - which was the same way 20 years ago until some big brands turned coffee into the trendy drink it is today," he said on LinkedIn.
"CHAGEE’s mission is to modernize the tea experience, elevate the category and reinvent how customers perceive tea. In short, it’s about making tea cool to consume, and the brand is the clear leader and pioneer in this space," Lee added.
Lee went on to say that his career break ended up being shorter than hethought, but that opportunity doesn’t wait for anyone. "I’m energized to see how I can drive brand & commercial growth internationally for CHAGEE," he said.
Prior to his stint at McDonald's, Lee was with The Souled Out Group for two years as its senior marketing executive.
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