SINGAPORE —  Lin Kuek is leaving Weber Shandwick to serve as head of Vero’s new Singapore office.

As managing director, Kuek will oversee Vero’s  expansion into Singapore and support the firm’s sustainability initiatives.

Kuek will be building a team in Singapore to be closer to clients expanding across Southeast Asia. She also will serve as regional client lead and support brands in their sustainability initiatives.

“More than ever, Southeast Asian consumer groups aspire to participate in and shape global culture,” said Vero COO Raphael Lachkar. “As a gateway into the region, Singapore plays a unique role for brands keen to capitalize on this opportunity. Our investment into Singapore and partnership with Lin will strengthen our ability to connect industry-leading brands and Southeast Asia’s vibrant sub-cultures at scale.”

Kuek joins after more than seven years at Weber Shandwick, where she served more recently as a senior VP.  Before Weber she worked for Hill & Knowlton.

Singapore brings to six the number of countries Vero has operations in. The firm’s 200 team members work across Indonesia, Myanmar, the Philippines, Thailand, Vietnam and now Singapore.