Board of Governors

Datin Yasmin Ahmad Merican


A former global consulting partner of Ernst & Young International and EY Malaysia, Datin Yasmin Ahmad Merican sits on the boards of AEON Malaysia (with AEON Credit Service, AEON Fantasy and was the recent President of the Malaysian AEON Foundation). At EY, she led the development of the knowledge and customer management solutions in the Asia Pacific region. Today, she serves as an international trustee on the global board of AFS Intercultural Programs, New York. A founding director of Malaysian fintech HelloGold, she was also a two term director with the Malaysian Productivity Corporation (MPC) and the industry panel of the Monash University School of Information Technology, Malaysia.

As a marketing strategist and business transformation practitioner, her professional interest is in the impact of today's evolving communications processes and technologies on institutional behaviour during and post pandemic. Passionate about building stronger corporate competencies in goodwill management through better knowledge and governance, she authored the 'The Right to Brand' © 2013 and continues to examine market-led competitiveness and leadership conduct especially within emerging and developing economies. In 2006, she supported the drafting of the nation brand blueprint for Malaysia's Industrial Masterplan III (IMP3 2006-2020) contributing to the successful positioning of the country as a preferred tourist destination from 2000 to 2015. Over the past 20 years, she has participated in the building and defence of some of Malaysia’s most prominent brands and actively promotes the value of market-based thinking as a sustainable driver of effective businesses. She holds an MBA in Strategic Marketing (Distinction) from the University of Hull, United Kingdom.

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