Citrine One Sdn Bhd, a homegrown communications agency is now known as Citrine One Malaysia Sdn Bhd (COMY) following realignment of the company’s structure for next level of business growth. “The name change is part of the agency’s intent to position Citrine One as a group of companies, identifying Citrine One Malaysia, which will now focus on deliverables within Malaysia only, as a separate entity from Citrine One Global (COG), an agency that offers cross border communications management and services globally,” said Founder and Strategic Advisor of Citrine One Group, Ivlynn Yap.
Leading Citrine One Malaysia is Cynthia Lee who has been appointed as Acting Managing Director. Cynthia is a seasoned communications practitioner with over 15 years of experience in the field. She will now oversee business development, marketing, client servicing and day-to-day operations of the local agency.
Cynthia Lee joined Citrine One as an Associate Partner in mid-2019 and became a full-time Managing Partner in January 2020.
“It has been a challenging journey of crisis management and business survival for Citrine One with the Covid-19 pandemic and MCO. Cynthia has proven her mettle in her role in business development and marketing, opening up new markets for the company amidst the challenging business environment. Hence, the decision to groom her to lead the local outfit of the agency is most fitting and timely. Moreover, the core intent of the company is to nurture communications practitioners to be communications entrepreneurs,” Ivlynn added.
The announcement also marks a shift in role for another Managing Partner, Sharves Bala who has been with the agency for the last 13 years. Sharves, who rose up through the rank and file from a Marcomm Executive position, Senior Marcomm Executive, Consultant, PR Director and Managing Partner, will now take on the role as Employee Relations Director for Citrine One Group to gain the flexibility to spend more time with her young family.
“It has been a great journey with Citrine One. The Management has provided me roles over the years that have challenged my capabilities, pushed me to new heights in operations, management and people skills and afforded me the chance to work remotely. I wish Cynthia the best in her new role and building Citrine One Malaysia and the team to the next level of growth,” said Sharves Bala, Director, Employee Relations Citrine One Group.
“It has been a tense and exciting year so far. I am looking forward to yet another new experience in my career. My strength in lifestyle, fintech and healthcare communications, PR, socmed and media relations will serve to expand the current portfolio of the agency.
“To date, we have already secured lifestyle clients like OxWhite and tech clients such as HID, Hitachi Vantara and Nutanix. We are looking forward to an exciting fourth quarter to wrap up this year profitably,” Cynthia Lee, Acting Managing Director, Citrine One Malaysia enthused.