Mohd Yunus M.

Senior Vice President, Marketing & Communications @ Tun Razak Exchange

About

I am a strategic communications leader with over 18 years of experience shaping corporate reputation, brand transformation, and stakeholder engagement across infrastructure, telecommunications, energy, and hospitality sectors. I specialise in aligning communications with business strategy—delivering measurable impact across brand positioning, crisis management, ESG, and customer experience. My work sits at the intersection of reputation, growth, and influence. Currently, I lead Strategic Marketing & Communications for Tun Razak Exchange (TRX), Malaysia’s International Financial Centre, where I drive integrated communications, placemaking, and stakeholder engagement for one of Southeast Asia’s most significant urban developments. My experience includes leading national-level campaigns, advising senior leadership, and managing complex stakeholder ecosystems including government, investors, media, and communities. I also bring an entrepreneurial perspective, having built and operated a luxury boutique hospitality brand recognised with multiple industry awards and a 100% customer satisfaction track record. Core expertise includes: • Corporate & Strategic Communications • Crisis & Reputation Management • Government & C-Suite Stakeholder Engagement • ESG, CSR & Sustainability Communications • Brand Transformation & Placemaking • Customer Experience (CX) Strategy • Integrated Marketing & Digital Communications • Revenue-Linked Marketing & Commercial Strategy I am particularly interested in leadership roles where communications is a strategic driver of business growth, transformation, and long-term reputation.

Country

Malaysia

City

Greater Kuala Lumpur

Industry

Financial Services

Skill

Executive-level Communication, Customer Experience, Sustainability, Environmental, Social, and Governance (ESG), Brand Strategy, Government Relations, Stakeholder Engagement, Reputation Management, Corporate Affairs, Digital Marketing, Web Content Writing, Communication, Communications Planning, Employee Engagement, Creative Ideation, Editing, Research, Translation, Staff Development, Public Relations

Experience

Senior Vice President, Marketing & Communications

Tun Razak Exchange

2023-9 - Present · 3 yrs 1 mo

Greater Kuala Lumpur

Lead the strategic positioning of Malaysia’s International Financial Centre (IFC) through integrated communications, branding, and stakeholder engagement. Key Achievements: • Lead communications strategy for the national launch of TRX, including Prime Minister–level engagements and high-impact media visibility • Direct district-wide brand and placemaking strategy, transforming TRX into a vibrant commercial and lifestyle destination • Build and manage a complex stakeholder ecosystem across government, investors, tenants, regulators, and media • Delivered RM500,000+ in revenue through partnerships, advertising, and commercial activations • Developed and implemented crisis communications frameworks across multiple entities • Introduced Customer Experience (CX) strategy, enhancing tenant and visitor engagement • Led ESG and sustainability communications aligned with investor and national priorities

Head of Strategy, Corporate Communications

Yoodo

2023-5 - 2023-9 · 5 mos

Kuala Lumpur

• Designed and executed post-divestment communications strategy, ensuring brand continuity and stakeholder confidence • Revitalised brand positioning, contributing to subscriber growth and improved market competitiveness • Developed enterprise-wide crisis communications playbook across media, regulators, and internal stakeholders • Strengthened internal communications during organisational transformation

Co-Creator and General Manager

Alaya Malai Boutique Hotel

2016-1 - 2023-2 · 7 yrs 2 mos

Kuala Terengganu, Malaysia

• Built and scaled a boutique luxury hospitality brand from inception • Achieved 100% customer satisfaction track record and 5 consecutive Booking.com Awards (2018–2022) • Led brand strategy, customer experience, digital marketing, and commercial performance • Positioned the property as a leading regional destination through partnerships and strategic marketing

Senior Manager Communications

Yayasan Rakyat

2014-5 - 2015-9 · 1 yr 5 mos

Kuala Lumpur

• Led communications strategy and stakeholder engagement, increasing brand visibility and support • Delivered high-profile campaigns and partnerships including international and national events • Managed media relations, messaging, and crisis preparedness

Regional Communications Specialist

Mubadala Energy

2012-9 - 2014-3 · 1 yr 7 mos

Kuala Lumpur

• Contributed to global communications strategy across regional markets • Managed stakeholder engagement including national oil companies, partners, and global teams • Led crisis communications coordination in high-risk environments • Delivered CSR and sustainability communications for reporting

Senior Associate, Corporate Communications

1Malaysia Development Berhad

2010-11 - 2012-8 · 1 yr 10 mos

Kuala Lumpur

Managed stakeholder engagement across government, regulators, and communities • Executed media relations, national campaigns, and corporate communications strategies • Served as liaison for parliamentary and government communications • Led CSR and customer experience initiatives