INTRODUCTION

Let’s cut the fluff—communication is my game, and I play to win. I’ve spent over 15 years mastering advertising, public relations, digital content, crisis management, and branding. I don’t just work with companies—I grow with them. I’m not a consultant who comes and goes; I’m a partner, shaping brands from the inside out. Whether it's crafting compelling campaigns, building stakeholder trust, or navigating crises, I bring strategy, creativity, and a hands-on approach to every project.

EARLY LIFE & EDUCATION

Born with a love for storytelling and an instinct for reading people, I knew from an early age that words and visuals held power. This led me to Curtin University of Technology, Malaysia, where I majored in Public Relations and Film & Television. While others stuck to lectures, I was founding and leading the Curtin Art & Dance Club, mastering media relations, and making it onto the Dean’s List because, well, why not?

CAREER JOURNEY

I didn’t stumble into PR and advertising—I ran into it headfirst. I’ve been in advertising agencies, PR firms, government agencies, and private corporations, giving me a well-rounded perspective that most professionals don’t get. This mix has made me adaptable, sharp, and innovative in every project I take on.

Mastering Advertising & Brand Strategy

I started my career at Cheil Worldwide, where I was Account Manager, managing Samsung Malaysia’s advertising campaigns. I handled ATL and BTL advertising, ensuring that every campaign not only looked good but delivered impact. Working on global campaigns, I learned the art of persuasion—what makes people tick, buy, and engage.

Crisis Management & Corporate Branding

At Interhill Group, I faced some of the biggest crisis management challenges of my career, navigating complex stakeholder relationships and protecting corporate reputations under fire. Handling a crisis isn’t just about putting out fires—it’s about owning the narrative, staying ahead, and building trust even when things go south.

Public Relations, Digital Growth & ESG Communications

As Marketing Communication Manager at the Malaysian Sustainable Palm Oil (MSPO) Certification Scheme, I took sustainability messaging to the next level, positioning palm oil as an ethical, certified standard. Later at Hill & Knowlton, I led PR campaigns for major brands like Tencent and McDonald's Malaysia, shaping their presence in Southeast Asia.

At Bluenumber Malaysia, I consulted for KAO Japan, developing sustainability-focused communication strategies that aligned with corporate ESG goals.

By 2018, I knew it was time to run my own show. Agregory PR was born—my personal consultancy where I don’t just help brands avoid PR disasters, but build their voice, craft engaging narratives, and execute digital strategies that actually work.

Leading PR Transformation at Sarawak Oil Palms Berhad

In 2022, I joined Sarawak Oil Palms Berhad as Senior Public Relations Manager, where I’ve driven major transformation. I didn’t just manage media engagement—I elevated it from RM100K to RM5 million, proving that the right strategy makes all the difference. I also spearheaded internal branding, sustainability initiatives, and cultural transformation, ensuring SOPB isn’t just another palm oil company, but an industry leader in ESG and corporate communications.

One of my proudest achievements? Building and leading SOP Champions—an internal engagement and branding initiative that transformed employees into brand advocates. I ensured employee engagement and leadership development weren’t just corporate buzzwords, but active, growing strategies that strengthened company culture. I also worked closely with subsidiaries, sharing knowledge and ensuring consistency in branding and content creation across the group.

Beyond branding and engagement, I played a key role in policy development, crafting SOPB’s Group Communication Policy, Crisis Communication Guidebook, House Style Guide, Open-Door Policy, and Equality, Diversity & Inclusivity Policy, setting clear guidelines that enhanced communication transparency and corporate governance.

Oh, and let’s not forget growing our social media presence from scratch to over 15,000 followers across platforms—because digital presence matters, and I make it count.

PHILOSOPHY & IMPACT

I don’t do PR and advertising just for the sake of it—I do it because words and content drive action. Whether it’s a tweet, a press release, a full-scale campaign, or an internal memo, every piece of communication is an opportunity to influence. My philosophy is simple:

1. Authenticity: No fluff, no fake promises—just real, compelling messaging.

2. Adaptability: The media landscape changes daily. If you don’t evolve, you get left behind.

3. Empowerment: I don’t just work for brands; I equip them to own their voice and thrive.

4. Collaboration: I don’t believe in silos—I believe in sharing knowledge, mentoring, and ensuring everyone in an organisation understands branding and content creation. Whether it’s executives or subsidiaries, I bring people into the conversation.

CONTENT CREATION & DIGITAL STRATEGY

I’m not just a PR strategist—I’m a content creator at heart. Whether it's video storytelling, social media engagement, or full-scale brand narratives, I build stories that resonate. I understand the power of visuals, tone, and platform dynamics, and I know how to make content work for brands, not against them.

PERSONAL LIFE & INTERESTS

An avid animal rescuer, I actively support Miri Zero Stray, advocating for responsible pet ownership and rescue initiatives. When I’m not busy shaping brand stories, you’ll find me engaged in community outreach with the Lions Club of Miri Central. I’m also a linguaphile—fluent in English, Malay, Iban, Melanau, and Sarawak Malay, with a respectable attempt at Chinese and Japanese.

Outside of work, I live and breathe writing, public speaking, and exploring the future of digital marketing.

LEGACY & FUTURE ASPIRATIONS

I don’t just build brands—I build movements. As I continue to lead, mentor, and push the boundaries of digital PR, advertising, and content creation, my goal is simple: help brands communicate better, train the next generation of industry leaders, and make sure every message delivers real impact.

Because at the end of the day, if you’re not telling your story, someone else is telling it for you—and trust me, you want to be the one holding the mic.