WE Boosts Capabilities With New Leadership Duo

February 29, 2024

Charmaine Lin and Michelle Lim Will Lead Singapore's Growing Sectors Team for Global Clients

SINGAPORE – WE Communications (WE), a leading global communications agency, today announced the appointment of Charmaine Lin as director, Sectors, and Michelle Lim as associate director, Sectors, in Singapore. Together, they will broaden WE’s capabilities in tourism, travel and hospitality as well as Technology, B2B and crisis communications respectively.

“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.”

Charmaine joins WE with more than 17 years of experience in brand marketing and communications. She spent over a decade in Shanghai holding leadership roles. Most recently, she served as managing partner at Gusto Collective for five years. Before that, she spent nearly five years at Weber Shandwick as vice president of client experience. Over her career, she has provided counsel to, and has led high-profile campaigns for, many of the world’s leading tourism, travel, hospitality, fashion and beauty companies such as the Estée Lauder Companies, Marriott International, Royal Caribbean, Shiseido Group, Tourism Australia and Victoria’s Secret, and has been named to Campaign Asia-Pacific’s 40 Under 40 list.

In this new position, Charmaine will lead the Singapore Tourism Board account and drive WE’s growing portfolio of tourism, travel and hospitality clients.

Michelle comes onboard with more than a decade of experience in B2B, technology communications, public affairs and crisis communications. She joins WE most recently from Fifth Ring, where she served as account director and worked with brands such as BASF, CHINT Global, Delta Electronics, Smith+Nephew and XSQUARE Technologies. Before Fifth Ring, she led communications and crisis strategy for various Home Team departments under Singapore’s Ministry of Home Affairs for close to a decade.

These key leadership hires follow closely on the heels of the agency’s incredible growth in Singapore over the past two years.

Both Charmaine and Michelle joined WE in February and report into Troy Lee, head of Sectors.


WE is one of the largest independent communications agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. Women-founded, women-led, and fiercely independent, WE has spent more than four decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behavior.

Our global reach includes a presence in more than 24 cities, partner networks that expand our footprint and client capabilities, and a team of more than 1,400 media and content strategists, creatives and data scientists across our technology, health and consumer sectors. Our work with global brands like Microsoft, Intel, McDonald’s and Volvo has been recognized by Cannes Lions, PRovoke Media SABRE Awards and PRWeek Awards, just to name a few.

Locally in Singapore, WE proudly holds the title of Campaign Asia’s Southeast Asia B2B Agency of the Year 2023, Marketing Interactive’s Marketing Excellence Awards 2023, SABRE Awards Asia-Pacific 2023 and Great Place to Work consecutively in both 2023 and 2024.

For more information, press only: Shi Hao Wong, [email protected] / Selina Heng, [email protected]