Global communications agency, WE Communications (WE), has announced the appointment of Charmaine Lin (pictured, left) as Director, Sectors and Michelle Lim (pictured, right) as Associate Director, Sectors. Based in Singapore, they will both support WE’s capabilities in tourism, travel and hospitality as well as technology, B2B and crisis communications, respectively.

In her new role, Charmaine will lead the Singapore Tourism Board account and drive WE’s growing portfolio of tourism, travel and hospitality clients. Prior to WE, she served as Managing Partner at Gusto Collective in Shanghai for five years.

With more than 17 years of brand marketing and communications experience under her belt, Charmaine has counselled and led campaigns for companies including the Estée Lauder Companies, Marriott International, Royal Caribbean, Shiseido Group, Tourism Australia and Victoria’s Secret.

Michelle comes onboard with more than a decade of experience in B2B, technology communications, public affairs and crisis communications. Most recently from Fifth Ring as an Account Director, she worked with brands such as BASF, CHINT Global, Delta Electronics, Smith+Nephew and XSQUARE Technologies. Prior to this, Michelle led communications and crisis strategy for various home team departments under Singapore’s Ministry of Home Affairs for close to a decade.  

“Charmaine and Michelle bring a wealth of experience and expertise to WE, and their combined talent in integrated communications, strategic storytelling and crisis communications will be an unstoppable force in supporting our clients as we chart the agency forward,” said Daryl Ho, Managing Director, Singapore. “I am beyond thrilled to welcome both of them to the team and am grateful that they’ve chosen to call WE their home.”