SIRIM names chief sales and marketing officer

SIRIM has appointed Aminudin Abd Aziz as chief sales and marketing officer, tasking him with strengthening the organisation’s commercial growth, market position and engagement with businesses, government partners and consumers.

Aminudin takes on the role after previously leading marketing and customer experience at SIRIM QAS International, SIRIM’s testing, inspection and certification arm. Reporting to Nik Sazali Nik Hussin, president and group chief executive officer of SIRIM, Aminudin assumed the role of chief sales and marketing officer from 1 July 2026.

In his new role, Aminudin oversees SIRIM’s sales and marketing division, with a mandate to bring the organisation’s technical capabilities closer to the needs of the market while strengthening coordination across sales, marketing and customer engagement.

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SIRIM is Malaysia’s government-owned industrial research, technology and quality organisation, with capabilities spanning industrial research and technology development, testing, inspection, certification, standards, measurement and calibration, training and consultancy.

In conversation with A+M, Aminudin said his focus will be on making those capabilities more accessible and relevant to the different audiences SIRIM serves.

“SIRIM’s expertise has an impact far beyond the laboratory. It supports industry, contributes to government priorities and helps consumers make informed choices. My focus is to bring that expertise closer to the people who need it, strengthen our customer relationships and make SIRIM more relevant to everyday decisions,” he said.

That includes helping businesses better understand how SIRIM’s capabilities can support their needs and applicable requirements, while working with government partners on priorities such as product compliance and consumer awareness.

On the commercial side, Aminudin will also be responsible for driving sustainable revenue growth and strengthening SIRIM’s market position, alongside building a high-performing sales and marketing organisation.

The role also puts greater emphasis on connecting SIRIM’s technical expertise with customer engagement, as the organisation seeks to make its services and capabilities clearer to the businesses and consumers it serves.

The appointment comes alongside a separate leadership move at SIRIM, with Shanizar Ahmad Shahar appointed general manager of corporate relations, reporting to Nik Sazali. At SIRIM, Shanizar will be focusing on giving the corporate relations function renewed purpose and keeping the organisation relevant in an environment where trust and authenticity are increasingly important. 

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