![Interview with Ivlynn Yap (Executive Chairman: Citrine One Group)](https://ij-reportika.com/wp-content/uploads/2024/06/Ivlynn-Pix3.jpeg)
Interview with Ivlynn Yap (Executive Chairman: Citrine One Group)
Can you share your career journey and what led you to your current role as Group Executive Chairman at CITRINE? My career journey started as an intern journalist at The Star, one of Malaysia’s leading English publications. After earning my Honours Degree in Mass Communication, I became a writer for a female magazine, Women At Work. The pursuit for bigger stories took me to Singapore, where I reported on telecommunications and tech news in Southeast Asia for Asia Business Press Group’s regional publications Asia Pacific Telecommunication (APT) and Asia Computer Weekly (ACW). My role expanded to Hong Kong, where I reported on IT news across HK, Taiwan, China, and globally. Notably, my articles made the front page of ACW for 36 out of 52 weeks. I interviewed many tech founders, senior management levels, and CEOs in the tech industry including tech giants like Bill Gates (Microsoft) and Larry Ellison (Oracle) which became a highlight in my career. As I was noticed in the industry, it led me to the role to as Regional Marketing Communication Manager at AMD (Advanced Micro Devices) based in Singapore. Here, I managed markets across India, Pakistan, Southeast Asia, Australia, and New Zealand with marketing communication responsibilities, accountable for branding, marketing and promotional initiatives, reseller and stakeholder management, event management, and public and media relations in these markets. The dot-com boom opened up new opportunities, and I was recruited to be the Editor for CNET, one of the top IT web portals in the world – based in my home country, Malaysia. I quickly advanced to Business Development Manager and later Producer. When the dot-com bust led to the closure of CNET’s Malaysia office, I founded my own PR agency, Citrine One, initially serving tech clients. As it grew, I later expanded to other industries by hiring subject matter comm experts in F&B, Retail, Fashion, Government, Property, Construction, Utilities, Agricultural etc. At the same time, I continued to learn from top leaders and management as I worked alongside their CEOs and Executive Directors and in managing crises. My biggest achievement was being recruited to provide consultancy and advisory to manage stakeholders and media relations for the LRT3 (Light Rail Transit) project from Oct 2017 to June 2018 and a 360-degree comms plan and reputation management strategy for a property and construction Group of companies in from March to October 2016. Another significant achievement was when I was offered to be the Head of Communications for a government statutory body in the financial industry working alongside senior-level management from Bank Negara Malaysia (Central Bank of Malaysia) and Ministry of Finance (MoF) from April 2021 to March 2024. At the government statutory body, I provided advisory and consultancy to them on crisis communication preparedness and grooming the Communication Department team. It is also during my tenure here that I learned about risk management, compliance, policy-making, and corporate integrity. I was intrigued when this government statutory’s brand (name and logo) were used by scammers for investment scams although it does not provide protection for financial investment products. This curiosity about economic crimes led me to pursue a Master’s in Economic Crime Management at HELP University. After my 3-year stint with them ended, I returned to Citrine One as Group Executive Chairman (by virtue of being the biggest cumulative shareholder). I now lead 3 entities (Citrine One Malaysia, Citrine One Global, and Citrine One Borneo) focusing on growth, digital transformation, and innovative services. With over 30 years of experience in various fields, how has your leadership style evolved, and what core principles guide you in managing your teams? My leadership style has evolved through different stages of the company’s growth and also about adapting to the needs of my team and the situation. Can you discuss some of the most impactful PR campaigns you have crafted, and what made them successful? One standout campaign was for Putrajaya Perdana Berhad (PPB) Group which has subsidiaries in the property and construction sector. We developed a comprehensive communication plan, including brand asset creation such as sales and marketing tool kits, promo materials, outdoor advertising on the building they construct, crisis management roadshows to their branch offices to train their teams on crisis communication policies and procedures as well as media relations activities such as the launch of their new housing developments and their corporate social responsibility initiatives. This campaign resulted in a RM680 million construction deal for one of the subsidiaries and Citrine One won 3rd place for the SEA PR Award for Crisis Management category for this successful campaign. Another successful campaign was for the University of Southampton, a British University opening its branch campus in Malaysia which is renowned globally for its Mechanical and Engineering Faculty. Our brand awareness and familiarity campaign highlighted real-life applications of mechanical and engineering studies, interviews with the Dean of faculty of new techniques and scientific innovations created by their students and academicians as well as the achievements of alumni such as Andrian Newey, car designer of Formula 1 Red Bull to inspire and excite students in Malaysia and SEA region. The campaign resulted in an over-application of intake for their Mechanical and Engineering Faculty. Last but not least, the most recent impactful campaign is the one I did with my communication team while I was in PIDM (www.pidm.gov.my) from April 2021 to March 2024. We used financial literacy and resilience as the hook using the animated Borneo Sun Bear as a financial management icon. We built up this character for 3 years and achieved over 80% public awareness for three consecutive years. In the years prior, the awareness level was hovering below 75%. This integrated communication approach involved social media content management, media interviews, byline articles, collaborations with KOLs and other government agencies who are members of the Financial Education Network (FEN), corporate and resolution messages on LinkedIn, production of videos, as well as hybrid – online and on-ground initiatives. The 3-year campaign also resulted in enhanced brand familiarity, advocacy, and ultimately trust and confidence in…