Citrine One renames MY ops, appoints Cynthia Lee as acting MD

Citrine One is now known as Citrine One Malaysia (COMY) following a realignment of the company’s structure for next level of business growth. Founder and strategic advisor of Citrine One Group, Ivlynn Yap, explained that the name change is part of its intent to position Citrine One as a group of companies. 

Citrine One Malaysia will now focus on deliverables within Malaysia only, as a separate entity from Citrine One Global, Yap said. Citrine One Global was established in June this year with Junaidi Asmara Rosly at the helm, to function as a gateway for Malaysian businesses seeking strategic communications services in new markets, and for international businesses looking for a footing in Malaysia and other Southeast Asian countries.

Alongside the name change, managing partner Cynthia Lee (pictured) has been appointed acting MD and will oversee business development, marketing, client servicing and day-to-day operations of the local agency. Lee joined the team as associate partner mid-2019 and is a seasoned communications practitioner with over 15 years of experience in the field.

Lee said to date, the agency has already secured lifestyle clients such as OxWhite and tech clients such as HID, Hitachi Vantara and Nutanix. She added: "We are looking forward to an exciting fourth quarter to wrap up this year profitably. I am looking forward to yet another new experience in my career. My strength in lifestyle, fintech and healthcare communications, PR, socmed and media relations will serve to expand the current portfolio of the agency."

As the same time, managing partner Sharves Bala will now take on the role of employee relations director for Citrine One Group, gaining the flexibility to spend more time with her family. Bala has been with the agency for the last 13 years and rose through the ranks from a marcomm executive to consultant, PR director and managing partner. 

According to Bala, the management has provided her roles over the years that have challenged her capabilities, pushing her to new heights in operations, management and people skills. "I wish Lee the best in her new role and in building Citrine One Malaysia and the team to the next level of growth," Bala said.

"It has been a challenging journey of crisis management and business survival for Citrine One with the COVID-19 pandemic and MCO. Lee has proven her mettle in her role in business development and marketing, opening up new markets for the company amidst the challenging business environment. Hence, the decision to groom her to lead the local outfit of the agency is most fitting and timely. Moreover, the core intent of the company is to nurture communications practitioners to be communications entrepreneurs," Lee explained.

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