Prasarana Malaysia appoints AVP for group comms and marketing

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Prasarana Malaysia has brought Safreena Sairee on board as its new assistant vice president of group strategic communication and marketing. She was most recently with IOI Properties Group as assistant manager, PR and social media marketing.

According to her LinkedIn, Safreena is overseeing all aspects of the company’s rebranding campaign, including graphic design, products and offerings. She is also analysing market trends and developing strategies to attract and retain patronage while reviewing surveys and analysing findings to determine optimal ways of influencing the target market.

She will be working closely with campaign managers, sales representatives and the creative team to create ads while simultaneously analysing advertising opportunities and collaborating with partners on cross-selling activities. Alongside these duties, Safreena is also assigning, advising and monitoring work-in-progress by subordinates and providing counsel for other units and divisions.

During her time with IOI Properties Group, her duties included social media and PR. She has also worked for companies including World Trade Centre Kuala Lumpur, SHAPE Knowledge Services, REDmoney Group, InterContinental Kuala Lumpur and Hotel Nikko Kuala Lumpur.

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

Rafizah 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 now on a career break.

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