MY's HELP Education picks new chief marketing officer

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Malaysia’s HELP Education has appointed Izra Izzuddin (pictured) as its new chief marketing officer as of this month, according to Izzuddin in a LinkedIn post.

The announcement comes shortly after Izzuddin's departure from Touch N' Go group, where she was the group director of brand management and marketing. She had been with TNG since 2020, where she first took on the role of director of marketing communications and sustainability.

Izzuddin told A+M that her key roles at HELP will include branding, marketing, communications and PR duties, domestically and internationally. Her first key tasks among others, will be refreshing the value propositions, positioning and digital ecosystem of HELP Tertiary whilst keeping its legacy.

Don't miss: Touch ‘n Go Group’s brand and marketing director Izra Izzuddin steps down

Commenting on her appointment, Izzuddin tol A+M that she is elated to embark on a new chapter of her career with HELP. Following her long-time passion in academia, she went back to where her career aspiration began, which is education.

"Injecting my past best practices and benchmarks, I believe with strong support, collaborations and smart partnerships, WE as a team at HELP will help transform tertiary education in Malaysia. I am all geared-up to forge a meaningful relationship, agenda and effort in this new role. I believe that education needs to be beyond the classroom environment. It needs to be nurturing and holistic to prepare students and professionals for success and significance beyond their careers, so that they can live full and meaningful lives. Our aspiration is to have an impact on the nation and region by HELPing to build communities and industries. I will aim to HELP the organisation reach newer heights as we together implement the long-term strategic plans," she added.

During her time with TNG, she has done various own brand campaigns and supported many product segments for the eWallet consumers. Izra also launched her brainchild and flagship Sustainability campaign named “Mission GreenPossible” that is in conjunction with the nation’s 100 million trees by 2025 agenda, whilst the last brand campaign she initiated was “Living with TNG eWallet” whereby it expands to various themes i.e Living Conveniently with…, Living Responsibly with…, Living Safely with….TNG eWallet” and more.

Prior to TNG, Izra was MarComm VP of Firefly Airlines from 2016 to 2020, and was responsible for many attention-grabbing campaigns included the FY is For You campaign, Terima Kasih campaign, Dump Your Ex campaign, Firefly is now green and a witty promotion offering RM23 discount on the back of AirAsia's protest in 2019 among many others

Before that she was Head, Product Planning and Marketing of inflight at AirAsia, from 2014 to 2016 and Head of Brand Communications, Special Projects and Events at Media Prima from 2008 to 2014 and from 2004 to 2006. She also worked at Nestle as a Brand Manager for MAGGI from 2006 to 2008.

Earlier this year in April, TNG appointed Praba Sangarajoo as its new CEO. This was a promotion for Sangarajoo, who was previously the deputy CEO of TNG. He holds responsibility for revenue growth, new businesses, product innovation as well as the management of government and stakeholder relationships. During his time with the company, Sangarajoo has spearheaded the launch of new products and introduced new revenue streams, including radio frequency identification (RFID) for expressway toll payments and fuelling, the enhanced TNG near field communication (NFC) card for improved customer conveniences, and the acquisition of an unprecedented number of new parking sites in 2022.

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