Jaz Lim appointed Head of Experience at Publicis Sapient in ASEAN

Digital transformation specialist Publicis Sapient has appointed Jaz Lim as its new Head of Experience for Southeast Asia.

Described as a strategic new hire, digital transformation consultancy Publicis Sapient has recruited CX expert Jaz Lim as its new Head of Experience in Southeast Asia, with Lim to be based out of Singapore. Lim returns to the agency after an earlier six and a half year stint with predecessor SapientRazorfish, having served in leadership roles at Citibank and Cognizant during the intervening period.

“Jaz is one of those rare talents within the digital transformation field. Her exceptional abilities to combine data, technology, research and creativity to build digital experiences that delight users across all stages of the customer journey, make her one of a kind and we are excited to have her back in our team,” commented Publicis Sapient ASEAN managing director Jonathan Sharp on the new appointment.

A psychology and mathematics graduate from the National University of Singapore, Lim gained experience at several agencies across San Francisco, New York, Amsterdam and London before landing at SapientRazorfish in Singapore in 2011 (SapientRazorfish was merged with Sapient Consulting to form Publicis Sapient at the beginning of last year), where she served as Creative Director of Experience Design.

Since then, Lim has spent the past three years between Citibank and Cognizant, where she led its customer experience (CX) and experience design (XD) practice as Experience Design Director, and altogether brings two and a half decades of experience in traditional and digital marketing, complex platform development, research, data analytics and visualisation to her new role at Publicis Sapient in ASEAN.

“Jaz’s appointment is a testament to our commitment to change industries and bring consumer-centricity to our clients’ business; to continually push the limits of working in a dynamic environment; and to our belief of upholding diversity and inclusiveness within our organisation,” added Sharp, who Lim will work alongside of together with Tokyo-based Regional Head of Experience, Symon Hammacott.

In her new role, Lim has been tasked with leading the ongoing growth of the experience craft in Singapore, with a focus on the financial services, retail and healthcare sectors, and will bring world-class products and service design to regional clients. She will also be responsible for growing a world-class, AI-ready design team in Singapore and operationalising Publicis Sapient’s proprietary LEAD design framework.

This framework outlines the principles which the firm believes define outstanding experience design. To paraphrase; Light experiences are immediate, and are defined by speed, timeliness and responsiveness. Ethical experiences are open, honest and transparent. Accessible experiences are without friction, inclusive, and embrace diversity. And Dataful experiences are defined by their intelligence in anticipating situation and needs.

“I am inspired by Publicis Sapient’s vision to not only create experience design, but to lead experience transformation,” said Lim. “Today’s consumer expectations are high, and will only get higher. They expect immediacy, a personalised experience that is contextual, and at the same time, they worry about privacy. Making sure we have the right formulation and the right ingredients when we design experience is key.”