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Christina Lim leaves honestbee to venture into the startup space

Following months of turmoil at honestbee, its vice president of marketing Christina Lim has moved on from the organisation. Speaking to Mumbrella, she said: “My next phase will include consulting work for companies which include start-ups, as well as other initiatives that are developing.”

Going by her LinkedIn status update, one of these is believed to be building a B2B startup, as a partner.

Lim had joined honestbee late last July, after leaving Dentsu Singapore where she was managing director. At the time of her joining, her mandate included “driving brand awareness and loyalty”.

However, growth at honestbee was hobbled by the lack of funds, causing it to severely scale back its operations. The brand was adversely affected by these developments according to a YouGov survey.

Asked by Mumbrella about her experiences at honestbee – both positive and negative – Lim said: “I have learned a lot there. It has been refreshing and enriching as I gain in-depth understanding of the work in the start-up world and the appreciation for the challenges these companies face.

“Cadence is high on priority and very different from the previous organisation I worked in. There were many passionate, driven and smart people, who are prepared to get their hands dirty to make things happen.

“I believe in focusing on the learning and the positives in every companies that i had worked with, hence I have nothing to add on any negatives.”

Lim had previously worked for retailer NTUC Fairprice for a decade, leaving as director of brand and marketing. She has also worked for Publicis and TBWA.

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