Singapore based retail start-up Honestbee’s VP Marketing Christina Lim has moved on from the organization.

Headquartered in Singapore, Honestbee is a four year old online food and delivery start-up.

During her one year tenure at Honestbee, Lim was responsible for leading the marketing team along with running integrated brand awareness and loyalty programs. Prior to joining the start-up, Lim had worked with some established global brands in the likes of JWT, Euro RSCG, TBWA Singapore, Publicis Singapore and Dentsu Singapore among others.

Speaking of her experience with Honestbee Lim said, “I am glad to have the chance to observe and be in action from the front row seat. It has been refreshing to be in the world where cadence is high on priority. There were many passionate, driven and smart people, who are prepared to get their hands dirty to make things happen.”  She further added that working with a start-up has been fascinating, refreshing and enriching for her. Having worked with a start-up and post interactions with some inspiring entrepreneurs in the world of start-ups, she recognizes the nature and challenges of such businesses.

Lim’s exit comes soon after recent changes in the start-up’s operations and structure. Honestbee recently laid-off ten percent of their employees globally and appointed Brian Koo as the new CEO soon after the exit of Former CEO Joel Sng. The start-up has also shut their food delivery service in Singapore and temporarily suspended laundry service operations. The grocery delivery segment stays operational along with habitat.

Sharing her inputs on the boost in e-commerce and retail sectors, Lim said, “e-commerce is set to grow at an unprecedented pace in Singapore. With high internet adoption, rise in e-payment options as well as increasing consumer savviness, presents Singapore as an attractive market for eCommerce players.”

With e-commerce being a major contributor in boosting sales for retail organizations, both the sectors can expect tremendous growth opportunities given the Minisry of Trade and Industry has highlighted the retail sector as a focus area for transformation.

Optimistic about the future of e-commerce in Singapore, Lim said “There is an array of initiatives and grants rolled out by various government agencies to support and help transform Singapore into a global eCommerce hub, on the backdrop of strong competition globally. All these contribute to a conducive environment and eco-systems for eCommerce to flourish."

Despite e-commerce and retail sectors flourishing in Singapore, Honestbee appears to be in trouble with the recent CEO and VP exits, lay-offs and needing to shut down some segments. The expected boom and transformation is likely to be a ray of hope for start-ups like Honestbee in rough times.