Prasarana's comms and marketing lead Rafizah Amran steps down

Prasarana's deputy chief communication and marketing officer, Rafizah Amran (pictured), has stepped down from her role after three and a half years. She joined the company in 2019 from PR and marketing firm Kreatif Megamas where she was director.

She also worked at Cancer Research Malaysia as head of communications; FlyFirefly as VP, head of marketing and communications; AirAsia as head of ancillary income; and Nestle Malaysia as communications manager.

According to her LinkedIn, she is currently in the midst of a career break. "I'd like to express my gratitude to Prasarana for allowing me to lead the group strategic communication and marketing division and contributing as a member of its senior leadership team for the past three and a half years," Rafizah said.

She added that it was quite an experience leading the team through its various transformations and among her favourite projects include #rapidklsupportlokal, Projek Sejahtera, launch of Kedai Anda by PAUKM, myrapid PULSE and Keluarga Malaysia Pass. A+M has reached out to Rafizah for additional comment.

In a previous interview with A+M, Rafizah said that personal touch is becoming a rare commodity and for Prasarana to truly belong to the people, guests must be given access not just to technology, but also to the real people behind the screens. Hence, Prasarana is eager to double down on tech-centricity.

She added that marketing is not a zero-sum game. In fact, marketers need to not only embrace marketing automation but also offer personalised service. "We must make it as easy as possible for consumers to access or buy the products or services that we offer, and we must humanise the way we interact with and serve them," she added.

To do so, Prasarana encourages guests to be its eyes and ears by offering feedback through its social media channels in real-time. It has also tried to keep abreast of social media trends by jumping on the Squid Game hype last year to promote RapidKL's transportation card. Rafizah previously explained that the Squid Game inspired video clip was one way of how the company uses social media to communicate with passengers. It had initially created a TikTok account for RapidKL to share messages about public transport etiquette, current issues such as COVID-19 pandemic SOP, and information about its new products. However, the team faced the challenge of making the account interesting and relevant for those who do not take public transport. Hence, it decided to switch things up.

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