Leadership That Drives
Vision Forward

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LeadershipOur leadership drives growth and innovation, shaping the future of OOH media with experience and vision.

Board of Directors

Billy Ong Kah Hoe

Executive Director

Julian Koh Lu Ern

Senior Independent Non-Executive Director
Chairman of Audit Committee
Member of Nomination Committee and Remuneration Committee

Dato’ Sri Anne Teo

Non-Independent Non-Executive Director
Member of Audit Committee, Remuneration Committee and Nomination Committee

Datin Lee Nai Yee

Non-Independent Non-Executive Director

Lee Chin Cheh

Independent Non-Executive Director
Chairman of Nomination Committee and Remuneration Committee
Member of Audit Committee

Senior Management

Senior Management

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  • Senior Management

Asrizal Bin Samuri

Senior Manager, Business Development

Asrizal Samuri has over 15 years of experience in the Out-of-Home (OOH) advertising industry, specializing in billboard development, licensing, and strategic site acquisition.

He began his career with Alloy Advertising Sdn Bhd in 2009 and later joined Wow Outdoor Sdn Bhd in 2013 as part of its pioneer team, where he led multiple billboard development projects and secured key approvals across major councils in Malaysia.

In 2025, Asrizal joined Seni Jaya Sdn Bhd to head the Development Division, focusing on expanding the company’s billboard network through strong stakeholder engagement and efficient project execution.

A graduate of the Science University of Malaysia (USM) with a Bachelor of Management (Hons), Asrizal is known for his practical leadership and deep understanding of local authority procedures within the outdoor advertising sector.
  • Senior Management

Sharif Helmi

Assistant General Manager, Corporate Planning

En. Sharif Helmi (“Sharif”) graduated with a Bachelor of Science in Geography from Universiti Malaya in 2011.

Sharif began his career in Out-of-Home (OOH) advertising in 2012 as a Management Trainee with Media Prima Berhad. Following this role, he grew within Big Tree Outdoor Sdn. Bhd., advancing to the position of Senior Executive of Business Development & Corporate Planning.

In this capacity, he collaborated with teams to manage numerous concessions, collectively improving project efficiency and optimising operational costs while identifying new business opportunities.

As Director of Business Development & Corporate Planning at VGi Airports (Meru Utama Sdn. Bhd.), Sharif worked closely with senior management to navigate challenging market conditions. His leadership was instrumental in implementing resilient business strategies and maintaining operational continuity during periods of significant industry disruption.

At VGi Global Media (Malaysia) Sdn. Bhd, his market analysis-based strategy expanded market reach through innovative advertising solutions in key prime locations. Prior to joining Seni Jaya as the Assistant General Manager in September 2024, Sharif served as a Senior Manager of Business Development at Ancom Nylex Berhad, where he gained valuable exposure to diverse business sectors.

Throughout his career, Sharif has excelled in four core areas: business development, corporate planning, stakeholder management, and project management. He has consistently contributed to improving operational efficiency while expanding business horizons in the dynamic industry.

Sharif does not hold any directorship in other public companies and listed issuers and he has no family relationship with any directors and/or major shareholders of the Company.

He has no conflict of interest with the Company and has not been convicted of any offences within the past five years and there was no public sanction or penalty imposed by the relevant regulatory bodies during the financial period ended 30 June 2024.
  • Senior Management

Fong Kok Chin

General Manager, Sales

Mr. Kok Chin (“KC”) embarked on his outdoor advertising career at MMT (M) Sdn. Bhd., a prominent outdoor media printing company in Malaysia. During his one-year tenure there, he gained valuable production insights and expertise.

In 2008, KC transitioned to Big Tree Outdoor Sdn. Bhd., initially joining as an Account Executive focused on media sales for static billboards, known then as Big Drive. His passion for providing effective out-of-home media solutions and his determined work ethic propelled him through the ranks. He earned multiple promotions, eventually assuming the role of Senior Account Director and successfully leading a dedicated team.

When Big Tree Seni Jaya Sdn. Bhd. (BTSJ) secured the external media advertising concession for the MRT Kajang Line, KC was entrusted by senior management to spearhead and manage the sales team as the Head of Sales. His leadership and strategic insights contributed significantly to the team’s success during this period.

Following his tenure at BTSJ, KC expanded his media expertise by joining Media Prima Omnia, where he focused on providing comprehensive media solutions across TV radio, digital and newspapers within the Media Prima ecosystem.

Subsequently, he ventured into the digital-out-of-home domain, joining Powerscreen, a pioneering company in Malaysia’s digital-out-of-home landscape, before joining Seni Jaya in November 2023.

KC holds a degree in Business Information Systems from Tunku Abdul Rahman College, which he pursued through The Star Education Fund Scholarship Awards.

KC does not hold any directorship in other public companies and listed issuers and he does not have any family relationship with any director and/or major shareholders of the Company. He has no conflict of interest with the Company and has no conviction of any offences within the past five years and there was no public sanction or penalty imposed by the relevant regulatory bodies during the financial period ended 30 June 2024.
  • Senior Management

Alice Tan

Senior General Manager, Digital Solutions

Alice Tan is a marketing and business leader with over 20 years of experience in the media, advertising and digital marketing industry. Throughout her career, she has successfully led commercial growth, business transformation and integrated marketing solutions for multinational brands across diverse industries.

Prior to joining Seni Jaya, Alice held senior leadership positions within leading digital media organisations, where she was responsible for business strategy, client partnerships and revenue growth. She has extensive experience developing integrated campaigns that combine digital, content, influencers, experiential marketing and data-driven solutions to deliver measurable business outcomes.

At Seni Jaya, Alice leads the Group’s Digital Solutions and Partnerships initiatives, driving the integration of Out-of-Home (OOH) media with digital innovation, community engagement, technology and omnichannel marketing. She works closely with brands and strategic partners to develop solutions that connect physical media with digital experiences, enabling advertisers to create more engaging and measurable campaigns. This aligns with Seni Jaya’s strategy of expanding its digital marketing capabilities alongside its OOH business.

Alice is passionate about innovation, building high-performing teams and helping brands create meaningful connections with consumers through integrated marketing solutions.
  • Senior Management

Sooria S.

Director, Andaman

Mr. Sooria S. began his professional career with the Employees Provident Fund (KWSP), where he gained early exposure to institutional operations and governance.

He subsequently built an extensive career in the international industrial sector, serving as Sales and Marketing Director for Dienes Werke GmbH at Dienes Asia Sdn Bhd from 1999 to 2012. During this period, he was responsible for driving regional business development and expanding market presence for industrial cutting tools across key Asian markets including Indonesia, China, Thailand, India, the Philippines, Taiwan, and Singapore. His role involved overseeing strategic sales initiatives, strengthening regional partnerships, and developing distribution networks across multiple countries.

Alongside his corporate career, Mr. Sooria also served in public office as a Councillor for the Ampang Jaya Municipal Council (MPAJ) from 2008 to 2012, where he contributed to municipal governance and community development.

In 2012, he co-founded Andaman, where he currently serves as Director. In this role, he provides strategic leadership and contributes to the company’s business development initiatives, leveraging his extensive regional experience and industry network.

  • Senior Management

Billy Ong

Executive Director

Mr. Billy Ong Kah Hoe was appointed as an Executive Director of the Company on 13 September 2022, He is the major shareholder of the company.

Mr. Billy Ong Kah Hoe graduated from University of Coventry, United Kingdom (“U.K.”) in 1997 with a Bachelor Degree (Honours) in Business Administration. Mr. Billy Ong Kah Hoe has twenty (20) years of experience in property development and construction. He has successfully led and completed numerous residential, commercial and hotel projects. Mr. Billy Ong Kah Hoe also has more than ten (10) years of experience in Billboard & Out-of-Home advertising industry.

Presently, Mr. Billy Ong Kah Hoe is the Group Managing Director of OCR Group Berhad, a company listed on the Main Market of Bursa Malaysia Securities Berhad, where he spearheads the Group’s overall strategy and direction in the property development, construction and project management consultation businesses. In addition, he also sits on the board of several private limited companies.

  • Senior Management

Jeff Cheah

Chief Executive Officer

Mr. Jeff, Cheah See Heong (“Mr. Jeff Cheah”) graduated from the University of South Australia with a Bachelor of Marketing in 1998. Upon his return, he spent a year with the world’s largest digital outdoor media printing company, MMT (M) Sdn. Bhd. before joining the country’s largest out-of-home media organisation, Big Tree Outdoor Sdn. Bhd. in 2001. He rose through the ranks to become the Chief Executive Officer in 2011 and was the president of the Outdoor Advertising Association of Malaysia from 2014 to 2017.

He then joined Vision OOH Sdn. Bhd. and ventured into the Cambodian market to start a new outdoor advertising legacy in 2017 after leaving Big Tree Outdoor Sdn. Bhd. Concurrently, he also served as Managing Consultant for Seni Jaya Group and has taken progressive measures to transform the group to be one of the frontiers in technology through partnerships and consolidation. He was then appointed as Chief Executive Officer of Seni Jaya Group on 6 May 2021 after resigning from Vision OOH Sdn. Bhd.

Mr. Jeff Cheah is one of the innovators in the out-of-home media industry with over 20 years of experience in outdoor billboard, retail malls, rail transit and airport media. With his 15 years of experience and involvement in Light Rail Transit and Monorail advertising business development, he led his team to successfully secure the Mass Railway Transit system outdoor media concession in 2016. Over the years he has successfully implemented many initiatives to enhance the outdoor media landscape, and played a pivotal role in pioneering DOOH and pDOOH.

Mr. Jeff Cheah does not hold any directorship in other public companies and listed issuers and he does not have any family relationship with any Director and/or major shareholders of the Company. Currently, he holds 400,000 units of share in the Company. He has no conflict of interest with the Company and has not been convicted of any offences within the past five years and there was no public sanction or penalty imposed by the relevant regulatory bodies during the financial period ended 30 June 2024.

  • Senior Management

Shirley Gan

Chief of Human Resource, Admin & Support Services

Graduated in Bachelor of Art (Hons) in Accounting, Ms. Shirley, Gan Shiau Lin (“Ms. Shirley”) is the Chief of Human Resource, Admin & Support Services. She oversees Human Resource and implementation of the company’s internal & external policies & processes. She is also responsible for the monitoring and evaluating of suppliers and contractors. She also handles the generation of reports and financial data.

Prior to joining Seni Jaya on May 2021, she was attached with Big Tree Outdoor for 20 years, responsible for enhancing and improving the company internal process/standard operating procedures and profitability.

Ms. Shirley does not hold any directorship in other public companies and listed issuers and she does not have any family relationship with any director and/or major shareholders of the Company. She has no conflict of interest with the Company and has not been convicted of any offences within the past five years and there was no public sanction or penalty imposed by the relevant regulatory bodies during the financial period ended 30 June 2024.

  • Senior Management

Jason Thong

Financial Controller

Mr. Jason Thong Syn Chun (“Mr. Jason”) joined Seni Jaya in March 2023 as the Financial Controller, overseeing the Accounting, Finance and Treasury functions of the Group.

He began his career with Deloitte Malaysia in February 2014 as an Audit Associate and subsequently joined S P Setia Berhad in November 2016 to pursue commercial exposure focusing in Group Accounts. He then joined Eupe Corporation Berhad, a dynamic and growing Malaysian property developer listed on the Main Market in June 2020, to lead the Group Accounts, Operations and Corporate Finance divisions. Mr. Jason brings with him 10 years of practical experience in accounting and auditing, corporate finance, treasury and financial management in various industries including property development and construction, banking, manufacturing, healthcare and hospitality prior to joining Seni Jaya.

He is a Chartered Accountant and a member of the Malaysian Institute of Accountants, and a Fellow of the Association of Chartered Certified Accountants.

Mr. Jason does not hold any directorship in other public companies and listed issuers and he does not have any family relationship with any director and/or major shareholders of the Company. He has no conflict of interest with the Company and has no conviction of any offences within the past five years and there was no public sanction or penalty imposed by the relevant regulatory bodies during the financial year ended 30 June 2024.

  • Senior Management

Joee Lim

Head of Sales & Business Development, Digital Solutions

Joee Lim brings more than 11 years of experience across digital media, integrated marketing and business development. Before joining Seni Jaya, she built her career at Innity, progressing from Account Executive to Sales Director while consistently achieving and exceeding both personal and team sales targets.

Throughout her career, Joee has worked with leading brands across the FMCG, aviation and telecommunications industries. Known for looking beyond standard media solutions, she works closely with clients to transform business challenges into creative, integrated campaigns that connect content, creators, media and on ground experiences.

Her client partnerships have evolved from conventional KOL engagements into full scale product launches encompassing PR activations, content production and regional campaign support. For one notable collaboration, she led the overall communication strategy for a record breaking consumer activation recognised by the Malaysia Book of Records.

Beyond commercial growth, Joee is passionate about building teams that clients can depend on. She has led close to 20 people across sales, account management and campaign execution. She believes great work happens when people feel trusted, valued and empowered to take ownership. Several of her core team members worked alongside her for four to six years, growing into independent and capable leaders. For Joee, a stable team gives clients continuity, accountability and confidence in their agency partner.
 
At Seni Jaya, Joee is excited to bring her digital experience into the physical world, transforming offline screens from traditional media placements into dynamic storytelling platforms that connect content, creators and audiences across every touchpoint.
  • Senior Management

Felicia Khoo

Senior Manager, Corporate Marketing

Felicia Khoo brings over 25 years of comprehensive marketing experience across corporate and retail sectors, spanning both services and product-driven industries. Her expertise covers integrated Above & Below-the-Line strategies, complemented by a strong commercial focus and data-driven marketing capabilities.

Felicia began her career in the advertising industry with a creative agency, where she developed a solid foundation in strategic planning and brand development. As an Account Executive, she was responsible for client strategy and expanding the agency’s portfolio. Through close collaboration with creative teams, she contributed to the successful acquisition and retention of multiple established brands by delivering compelling and results-oriented campaign solutions.

Her career advancement continues with AEON Co. (M) Bhd. (formerly known as Jaya Jusco Stores Sdn Bhd), where she was actively involved in marketing planning and tenant development initiatives, including the launching of two prominent shopping malls in the Klang Valley. Her tenure under the Japanese management instilled strong operational discipline, structured planning capabilities, and customer-centric retail strategies.

Felicia later served as Head of Apparel at Adidas Malaysia, where she led nationwide brand management and distribution marketing functions. She worked closely with regional and global leadership at Adidas HQ in Germany, she ensured strong alignment with global brand positioning while tailoring strategies to local market dynamics. She drove go-to-market execution, seasonal campaign rollouts, retail merchandising standards, and in-store activation strategies to strengthen brand visibility and consumer engagement. Her leadership enhanced distribution effectiveness, improved retail productivity, and expanded market share within the sportswear apparel segment in Malaysia.

Felicia continues to champion strategic brand growth and commercial excellence within the Out-of-Home media industry.

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