Theme park developer Sim Leisure Group names new CEO

Theme park developer and operator, Sim Leisure Group, has beefed up its senior management and board of directors with new hires to facilitate the group's expansion. It elevated Phil Whittaker (pictured left) to the position of CEO, succeeding founder and former CEO Sim Choo Kheng (pictured right). Prior to the appointment, Whittaker served as strategic advisor and more recently, as commercial director of the group.

According to Sim Leisure Group, he carries with him more than 25 years of knowledge and expertise in developing, launching, managing and restructuring sales, marketing, commercial and operations to deliver growth in several travel, leisure and entertainment-related organisations in Singapore, Malaysia, and Australia.

Prior to joining Sim Leisure Group, he helmed Danolyte Disinfectant as its director for over one year, and served GO Communications as a communications specialist from July 2022 to May 2022, according to his LinkedIn. Additionally, he assumed the position of head sales and marketing at Desaru Development Holdings One from November 2019 to Jun 2020, his LinkedIn said.

Whittaker explained that he is humbled to lead such a globally recognised and respected brand and build on the innovation and success that Kheng has achieved as one of the industry’s leisure entrepreneurs and operators. "I would like to thank Sim and the team for their faith and trust in me as I continue to leverage my skills and experience to support and help to realise the ongoing expansion plans of the Sim Leisure Group,” he added. 

Meanwhile, with Whittaker's appointment, Sim will assume a new role as executive chairman where he will spearhead Sim Leisure Group's new product innovation. Additionally, he will oversee the group's strategic direction and expansion of Sim Leisure's brands, including the design and development of new projects locally and internationally, while liaising with key stakeholders. 

“In many ways, these strategic appointments can be deemed a pivotal one in our mission to become the premier themed leisure company across the globe, as we train our targets and artillery on world domination! Those who know me can attest to the fact that I like to accomplish the impossible," Sim explained. 

He added that he is extremely pleased to welcome Whittaker as Sim Leisure Group's new CEO as part of its ambitious plans moving forward. "Having worked closely with him, I have no doubt that his proven competency and prowess in the business will ably lead the Group, while taking it to new heights in line with our expansion,” he added.  

In addition, Sim Leisure Group also appointed Eric Sho to the group's board of directors. As an accountant and corporate controller by profession, Sho has accumulated vast experience in China. Most recently, Sho was the independent director and ARC chairman at Versalink Holdings, as well as in Choo Chiang Holdings for over three years in November 2018, according to his LinkedIn.

According to Sim Leisure Group, it is planning to introduce greater industry representation on the board in the near future, as it seeks to lend their expertise and help champion the organisation's industry representation in several markets around the world. 

Meanwhile, Sim Leisure Group recently appointed celebrity host and television presenter Baki Zainal as its first-ever brand ambassador in May. As part of the appointment, Zainal currently anchors and champions prominent brands under the group, including the group's proprietary ESCAPE brand of nature-inspired theme parks as well as KidZania KL.

According to Sim Leisure Group then, Baki is most known by his claim to fame as a multilingual TV host, where he can converse in English, Bahasa Melayu and Mandarin. Among the hosting stints under his belt include 8TV's Mandarin travel showcase, Step Forward and Let's Cycle show. As an actor, he has starred in several hit sitcoms, such as Kopitiam, Mr. Siao's Mandarin Class, and Sini Ada Hantu. In addition, SLG said that Baki is known to be an avid traveller, adrenaline junkie and thrill seeker, making his appointment as its brand ambassador a natural one.

Sim explained then that Baki's involvement with various travel and tourism bodies around the world bodes well for the group’s ongoing expansion plans, in Malaysia and internationally. "We’ve got a lot of plans in store and are already working with him on several engagements to take our brands and attractions to even greater heights," Sim said then.

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