Mindshare has appointed Charlotte Lee as regional client leader for the HSBC account across the Asia Pacific region, effective immediately.

Lee will replace Sam Selleck, who moves back to London to run Mindshare’s Nestle account.

She will be responsible for leading the HSBC trading desk Vulcan, as well as traditional business and data driven insights across all paid, owned and earned channels, with the aim of creating a seamless, relevant and personal consumer journey.

“We are developing a completely bespoke technology solution that leverages WPP expertise to consolidate cross channel data, and drive actionable insights to fuel HSBC’s digital transformation,” said Lee of the Vulcan desk.

Lee has led integrated teams across brand, e-commerce, trading desk and affiliates in Canada, Hong Kong and APAC in a range of departments including FMCG, travel, tech and luxury.

“We are delighted to have Charlotte join Team Mindshare HSBC, her CV and experience is match fit to help us more deeply connect, inspire and deliver results for HSBC across the region,” said Mindshare global account leader Arron Quirk.

“She is without a doubt one of the most experienced, articulate, passionate and digitally savvy professionals in advertising, and I look forward to working with her across the Asia Pacific Region, and more broadly in the 26 markets where we represent HSBC.”

In September 2016, Robin Wong was named chief executive of Mindshare’s FAST hub in APAC.