Trapper Group names Wavemaker MY's Sheley Lim as new CBO

Trapper Group has appointed media veteran Sheley Lim (pictured) as its new group chief business officer (CBO), effective 7 July 2025. With over two decades of experience in strategic media leadership, Lim joins the agency’s executive committee as the network continues its push to become Malaysia’s leading homegrown media conglomerate.

In this newly created position within Trapper Group, Lim's remit includes strengthening client partnerships, growing key accounts, and championing thought leadership within the group. 

She will work closely with fellow executive leaders Agnes Yee, who is the group chief operating officer (COO), Gitanjali Sriram, the group chief strategy officer (CSO), and Louise Moo, group chief media officer (CMO), to drive growth, build new business competencies, and support innovation across the agency network.

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In her career, Lim has led agency businesses across Malaysia and the region, managing a diverse portfolio spanning FMCG, banking and finance, automotive, luxury beauty, and consumer electronics. Known for her focus on both strategic direction and operational excellence, she is widely respected for mentoring high-performing teams and implementing both digital and traditional media solutions that deliver results. 

Prior to taking on the role at Trapper, Lim was the client president for Wavemaker Malaysia. Prior to which, she held the roles of general manager and head of digital at Wavemaker. She has also held roles within digital marketing agency oRo Digital Asia, Citi Malaysia, People'n Rich, MEC, as well as Mindshare. 

“A discussion with Sivanathan five months ago changed everything I envisioned for myself,” said Lim. “I believe I’ve found a home I can build, not only for myself but for future leaders in our industry. The speed, the ‘can-do’ attitude, and the clarity of vision at Trapper Group have given me renewed energy to go the distance for our clients.”

The appointment also marked a personal milestone for Trapper Group chairman Sivanathan Krishnan, who described Lim as a longtime friend and someone he had envisioned as part of his "dream team" since their professional paths first crossed 18 years ago. “Now the circle is complete,” he said. “The team is built with love, passion, and a commitment to being the best partner our clients can have.”

Lim’s arrival comes as Trapper intensifies its transformation strategy. One focused on building a Malaysia-born media powerhouse capable of serving both local and multinational clients. The group has made several senior-level hires in recent years to strengthen its talent bench, reflecting its ambition to lead the market with a blend of homegrown insights and global capabilities.

“As we evolve our mandate to be the nation’s leading independent media consulting partner, Lim's leadership will be instrumental in pushing us further,” added Sivanathan.

Lim's departure from Wavemaker Malaysia comes just as Wavemaker Singapore's managing director Zachary Lim stepped down from the role in March this year. Not long after that, he was appointed by IPG Mediabrands as the head of its Singapore operations. 

This also follows a recent Wavemaker China departure, where its CEO Jose Campon left in October 2024 after four years to pursue new challenges. Campon joined Wavemaker in 2021 from Dentsu where he was APAC client president. He was onboarded by former Wavemaker CEO for APAC, Gordan Domlija, who left GroupM China in January 2023.

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