TM comms chief Izlyn Ramli helms new role at telco's charitable trust

After more than a decade in communications, Telekom Malaysia's (TM) VP, group strategic communication Izlyn Ramli (pictured) has taken on the new role of director, Yayasan TM. Yayasan TM is a charitable trust established by TM which allocates resources to ensure Malaysian students from all walks of life, especially those less fortunate, have equal access to education and development programmes.

The appointment comes as Yayasan TM expands its scope and responsibilities, elevating it into a more social impact-based foundation spearheading TM Group's corporate responsibility initiatives. Under the transformation, Yayasan TM will be consolidating the corporate responsibility initiatives across TM Group and focusing on three strengthened pillars namely Education, Community and Nation Building, and Tourism, Culture & Heritage. The foundation will also be adopting a more collaborative model to run its programmes to support the overall ecosystem with like-minded organisations for greater socio-economic impact.

Yayasan TM offers grants, bursaries, maintenance allowance and financial assistance. As of 2019, it has disbursed more than RM500 million which has benefited over 15,000 students, its website said. Its programmes include TM Experience, Nur YTM and Kristal & Integrity. TM Experience seeks to provide Yayasan TM's scholars with the experience of working at a national digital-enabler company, while Nur YTM is designed to produce agile and perseverant leaders of the future. Kristal & Integrity emphasises on the codes of conduct that need to be practised, including integrity, respect, and responsibility.

Group CEO Imri Mokhtar said Izlyn brings her expertise in communication, branding, stakeholder management and CR to lead this strategic shift in Yayasan TM. "We look forward to her stewardship in driving Yayasan TM to greater heights and emerge as a leading high-profile social impact foundation in the country," he added. He also thanked Izlyn's predecessor, Abd. Hamid Hashim for his valuable contributions over the past seven years. He will support the Education pillar in Yayasan TM with expanded programmes consolidated from the Group and a holistic approach from primary to tertiary levels.

Izlyn took on the role of VP, group strategic communication in March this year when TM reorganised its group brand and communication department to form two new teams. In this role, Izlyn focused on all aspects of corporate communication, reputation and stakeholder management as well as corporate responsibility and sustainability. Meanwhile, CMO Shanti Jusnita Johari now leads group customer experience and marketing.

Izlyn thanked her leaders, mentors, team members, partners, stakeholders and work family for their trust, guidance, support, leadership, hard work, creativity, innovation, inspiration and initiative. She said on LinkedIn that they have given her more than they could ever imagine and it has been a "real privilege and honour". "I take much pride and am extremely grateful to see how far we have come and grown, what we have accomplished as individuals and as a team, in the service of TM, our customers and the nation," she added.

During her time with TM, Izlyn has taken on roles including VP, group corporate communications and VP, group brand communication. She was also previously with Axiata Group as AVP and head, corporate communications, group strategy. Izlyn started off her career not in communications but as a senior auditor at PwC and was also an investment analyst at BZW, her LinkedIn said. A+M has reached out to TM for comment on her replacement.

During A+M's inaugural PR Asia's conference in Malaysia in 2019, Izlyn said PR can often be a thankless job. Hence, communications professionals must be driven by a higher purpose and own set of values. "Knowing when to act/talk and when not to, with the wisdom to know the difference, is also one of the challenges. Sometimes you can get it wrong, but we are only human. When you do get it right, you have simply done your job," she explained.

She added that the level of support at the board of directors and top management and how the rest of the organisation carries the brand and narrative, are key determinants of success for PR. Izlyn also explained that because PR is not a "profit centre", the department often faces budget constraints.

"We have to get innovative with whatever we have. It’s a full time 24/7/365 'always on' job, especially in the complex era of waning trust, digital hyperconnectivity and information or data overload," she added.

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