Setel nabs HELP University's Izra Izzuddin as CMO

Setel, a fuel, mobility and digital payment app, has appointed Izra Izzuddin as its new chief marketing officer. Izra joins Setel from HELP University, where she served as CMO from August 2023, overseeing the university’s branding, marketing, communications, and public relations efforts both locally and internationally.

Announcing her new appointment on LinkedIn, Izra said that she was excited to collaborate with Setel's dynamic team of young, smart, and agile talents. 

"This next chapter also marks a return to my roots and purpose: to create, to uplift, and to give back in meaningful ways within the fintech, digital payments, fuel and mobility world," she said in her post. 

"Setel is a bold and innovative brand with immense potential to grow, and I’m excited to be part of its next evolution. As we rediscover and reimagine the brand, I look forward to bringing in fresh perspectives, fearless ideas, and sharp insights that fuel innovation, creativity, brand elevation, and commercial impact," Izra added. 

Don't miss: CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts

On leaving HELP University, Izra described her departure as a difficult decision, calling her time there both professionally and personally transformative.

"As chief marketing officer, I had the privilege of working alongside a remarkable leadership team and a group of passionate, purpose-driven educators and colleagues," said Izra in conversation with A+M.

"Together, we reimagined HELP’s brand, transforming it from just another private university into a bold institution that challenges norms and puts people, progress, and potential at its core," she added.

Among her proudest achievements was nurturing the marketing and communications team and leading the brand refresh through the #WhyNot campaign. Izra also noted that she was the second C-suite executive hired by the tertiary education company, following the appointment of its CEO. 

Before her role at HELP, Izra was group director of brand management and marketing for Touch 'n Go Group, overseeing both Touch 'n Go and TNG eWallet. She also served as director of marketing communications and sustainability for TNG Digital.

Her career also includes a four-year stint as vice president of marketing communications at FireFly Airlines and previous roles at AirAsia, Media Prima, and Nestlé.

On a personal level, Izra noted that she is looking forward to the challenge and is eager to dig deep into user behaviour to unlock new growth levels and craft stories that connect, inspire and convert. 

Izra is not the only notable marketer to make moves in recent months. Earlier this week, it was reported that Loob Holding, the parent company behind Tealive and Bask Bear, has appointed Sammy Chan as marketing director. Chan was the former head of marketing at SEEK.

At the same time, tea brand CHAGEE nabbed former McDonald's international CMO Eugene Lee as its APAC CMO.

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