Shukri Rifaie
director, strategic development

Shukri Rifaie is a renowned brand marketing expert who has dedicated over 20 years to the advertising industry. Throughout his career, he has successfully led consumer-driven strategy and analysis, resulting in sound solutions and innovative conceptualization for some of the most prominent global brands.

As one of the core management team of Passage Asia, Shukri Rifaie currently serves as the Director of Strategic Development. His role entails overseeing the growth and expansion of the company’s service offerings to meet the evolving needs of its diverse clientele. Additionally, Rifaie is also the CEO and Co-founder of Rifaie, Chua & Sethi Sdn Bhd, a strategic marketing and communications consultancy firm that specializes in helping businesses to achieve their marketing goals. He is also the co-founder of Rekanegara, a boutique advertising agency that focuses on creative solutions and brand management.

With his extensive experience in the advertising industry, Shukri Rifaie has been recognized as an expert in branding and business. He has been a prolific speaker at various industry talks and seminars, sharing his insights on the importance of effective branding and successful business strategies. Moreover, he has served as an Adjunct Professor at Taylor’s University, where he has imparted his knowledge to the next generation of marketers and business leaders.

Throughout his career, Rifaie has worked on key brands such as Tourism Malaysia, Malaysia Airlines, Levi’s, Coca-Cola, and Maxis, among others. He served as the CEO of Publicis Malaysia from 2007 to 2009 and as the CEO of Bates Malaysia from 2003 to 2007.

Shukri Rifaie is a dynamic leader who combines his vast experience in marketing and communications with a passion for business innovation. As the Director of Strategic Development for Passage Asia, he is committed to driving the company’s continued growth and success in the ever-evolving healthcare industry.

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