AEON Credit names new head of group corporate comms and PR

AEON Credit Service has appointed Genie Tay (pictured) as head of group corporate communications and PR, where she will oversee corporate branding, media relations, executive communications, internal communications, crisis and issues management, and stakeholder engagement.

In her new role, Tay will be responsible for shaping and strengthening the organisation’s reputation while ensuring communications are aligned with its broader business strategy and transformation agenda.

In addition, Tay will work closely with the leadership team to develop strategic narratives that build stakeholder confidence, strengthen brand equity, and position AEON Credit as a trusted financial services provider.

She will also oversee internal communications and employee engagement, ensuring teams remain informed, connected, and aligned with the organisation’s vision and values. 

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Prior to joining AEON Credit Service, Tay spent most of her career in branding, marketing and corporate communications across the property development sector, holding leadership positions at Sunsuria, Gamuda Land and United Malayan Land.

Her experience spans corporate branding, strategic communications, project marketing, media relations, stakeholder engagement, executive communications, digital marketing, crisis management and reputation building, including work on large-scale developments and integrated campaigns involving government and key stakeholders.

Speaking on her career in communications spanning more than 20 years, Tay said there are three key lessons that have stayed with her.

First, she said, communication is ultimately about people. “Whether it's employees, customers, investors, regulators, or the media, understanding your audience is always the foundation of effective communication,” she said. “The most successful communication strategies are built on empathy, relevance, and a deep understanding of stakeholder needs.”

Second, she said authenticity is critical. In today's fast-moving digital environment, people can easily identify messages that are not genuine. Hence, organisations that communicate with transparency, honesty and consistency are the ones that build lasting trust and credibility, added Tay. 

Tay also pointed to adaptability and the ability to continuously learn, embrace new technologies, and adapt to changing stakeholder expectations. This is especially since the communications landscape has evolved tremendously over the years, from traditional media to digital platforms, social media and now, AI-driven communications. 

Looking ahead, Tay said she is excited about stepping into a new industry and joining a business undergoing transformation.

“After many years in property development, moving into financial services has given me the opportunity to learn, grow, and apply my communications experience in a completely different environment,” she said, adding that the sector is evolving rapidly through digitalisation, innovation, and shifting customer expectations.

For young communications professionals, Tay advised staying curious and adaptable. To be effective, communications professionals need to understand business strategy, embrace technology, leverage digital and AI tools, and develop strong analytical and strategic thinking skills, said Tay.

At the same time, she stressed the importance of building strong relationships, active listening, communicating with empathy, and protecting one's credibility: 

Technology, platforms, and communication channels will continue to evolve, but trust, authenticity, and great storytelling will always remain at the heart of impactful communication.

In September last year, AEON Credit Service appointed Wan Laila Fatihah Wan Omar Sukri as its general manager of group corporate communications and PR. She previously led UEM Edgenta’s corporate communications function, where she rebuilt the department and steered brand visibility, ESG positioning, and stakeholder engagement across Malaysia, Singapore, Saudi Arabia, and the UAE. 

She has since stepped down from the role to take a personal break, according to her LinkedIn. 

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