Based in Chiswick, he replaced Wilson Yong who has held the role since December 2012 on April 28.

Before the promotion Hee was vice president marketing communications and development for five years, during which time he oversaw the launch of the airline’s title sponsorship of the Formula 1 Singapore Airlines Singapore Grand Prix among other achievements.

Once in the new role Hee will assume strategic leadership across all operations within the UK and Ireland. Responsibilities include overseeing all sales, marketing, PR, finance, reservations and ticketing and HR activities, as well as the airline’s airport operations at both Heathrow and Manchester.

The UK team comprises over 125 employees, of which six report directly to the general manager role, while Hee will himself report to regional vice-president Europe, Subhas Menon.

Hee said: “I am extremely pleased to be assuming the role of general manager UK and Ireland and to be leading the Singapore Airlines team here.

“This year is set to be a big year for us as we continue to build on our four daily flights from Heathrow and our status as the longest serving long-haul carrier flying from Manchester Airport, where we currently have a daily flight, via Munich.

“It will also be a big year for the UK, as a decision on airport expansion is now expected very soon, so I look forward to continuing Singapore Airlines’ role as a leader in this dynamic market.”