The Citrine One Team

Yap Cheng Theng Managing Partner

Founder, managing partner & principal consultant

Instrumental and very hands-on in managing clients’ campaign

27 years of experience in journalism, production, online web property, advertising, event management, crisis communications management, public relations, stakeholder management, media relations and regional marketing communications roles in local and multinational companies.

Industry experience:

  1. Journalist, The Star, Malaysia's top English Daily
  2. Senior Journalist & Acting Editor with Asia Computer Weekly (ACW) & Asia Pacific Telecommunications (APT);
  3. Regional Marcomms Manager for Advanced Micro Devices (AMD), based in HK and SG, (covering SEA, India, Pakistan, Australia/NZ markets) -- advertising & promotions, co-branding, channel management, PR & Media Relations, Event Management;
  4. Editor, Producer and Business Development Manager with CNET -- a world leading online web property on computers & IT.

Experience as speaker & trainer:

  1. Asian Business Forums,
  2. Panelist for crisis communications at IABC Malaysia Chapter event.
  3. Principal CXOs trainer for NEC Corporation, Stemlife Malaysia, Putrajaya Perdana Berhad, Rakuten, Cerebos, MRCB GK (LRT3) and etc.
  4. Certified trainer of the Human Resources Development Fund (HRDF).
  5. Trained Senior Communications and top management professionals from PLCs & GLCs eg PBB, Air Asia, Hibiscus Petroleum, Top Glove, TNB, Johor�Corp, Petronas, Sarawak Tourism Board, Alam Flora and etc.

Invited as a Speaker at the upcoming IABC World Conference 2020, Chicago, USA (14 � 17 June 2020)

Led Citrine One to be:

  1. Bronze Winner for the PR Awards SEA 2017 for Best Crisis Management Category in Singapore (Client: Putrajaya Perdana Berhad),
  2. Finalist for MPRCA’s Public Affairs Campaign of the Year Award 2011 (Client: PEMANDU),
  3. Finalist for MPRCA’s Promotional Activity of the Year Award 2012 (Client: PETRONAS Twin Towers @Live), and
  4. Finalist for MPRCA’s Corporate Branding of the Year Award 2012 (Client: University of Southampton).
  5. The Top 10 Of Advertising & Public Relations in Malaysia by Top 10 of Malaysia Magazine in 2013.
Sharveswary Balakrishnan Managing Partner

Sharveswary is our Managing Partner and she has been with Citrine One for 11 years. She has worked her way up the rank and file from Senior Marcomms Executive, Consultant and Senior Consultant to her current position.

At Citrine One, Sharves, as she is known to her colleagues and clients, has gained a wealth of experience in the field of media & public relations, event management, campaign management and content management. She also brings her experience in Financial Communications from her prior stint in a financial PR agency. She is well versed in business and lifestyle media angles and has impeccable skills in managing and strategising communications campaigns for a multitude of clients under retainer and project basis.

She is an eager learner and has an aptitude for multitasking. She consistently challenges herself in creating impactful content as she has a deep passion for writing.

In her current role, Sharves oversees the PR execution and deliverables for clients managed by the Agency. Her clients over the years encompass a variety of industries -- construction, property, mining, education, consumer, IT, publishing, travel, entertainment and etc. Some of these include Robert Walters Malaysia, NEC Malaysia, Vale Malaysia, PEMANDU, Ascott, Acer, Oxford Business Group, Aset Kayamas, Canon, PNL Travel, University of Southampton, Toshiba, MOL Global, Nokia, Twin Towers @Live 2012 to 2014 (PETRONAS Motorsports) and more.

Sharves is currently pursuing her Masters in Management with Open University Malaysia. Sharves holds a Bachelor of Communications (Hons), majoring in Journalism from Universiti Sains Malaysia (USM).

Cynthia Lee Managing Partner

Cynthia Lee is Managing Partner of Citrine One. She is responsible for business development and end-to-end client servicing roles with her team. She prides herself to be a storyteller with strategic thinking capability. She has extensive knowledge and skills in public relations and communications field, having had 13 years of experience in the industry.

She started her career as a news reporter with the New Straits Times in between 2005 and 2007. After building her nose for story, she moved on to public relations consulting serving various industry such as automotive, consumer, financial, healthcare, lifestyle, property and technology. Her list of clientele includes the Securities Commission of Malaysia, Securities Industry Development Corporation and Sunway Property.

Cynthia brings to the table the balance of perspective from the clients's point of view as she had also held several internal and external communications roles in-house in multinational companies such as IBM and Standard Chartered Bank.

In her eight-year stint in-house, she was in charge of both internal and external communications and has worn many hats in the local, regional and global capacities.

Cynthia graduated with a Bachelor in Social Science from University Malaysia Sarawak.

Yap Keng TeckAssociate Branding & Marketing Director

Branding Banking Services and ICT as Foundation

KENG TECK has 19 years of Brand & Marketing experience. He started his career with Hong Leong Bank as the pioneer team in Strategic Marketing Department, Personal Banking Division. He then moved on to join SKALI Group – an ICT e-business company. Joined as a Senior Executive, he climbed the corporate ladder rank and file and soon became a manager. Thereafter he became  the Head of Strategic Marketing and Communication Division. He was instrumental in rebranding SKALI from a search engine entrepreneur to be one of the most respected e-businesses in Malaysia.

Consulting Emerging Brands
He saw the potential of Malaysian SMEs to be the next driving force in Malaysian economy. Thus, he left SKALI in year 2006 to form Bizsphere Brand and Marketing Group. Within 10 years, Keng Teck has consulted and built numerous successful local emerging brands including JOVEN water heater, AVIS Rent-a-Car, Miaow Miaow, Captain Oats, Safari Office System, Benithem Office Chair,  MyChef ready to eat meals, Inovar laminated flooring and Inspidea cartoon animation among others. Many of the brands led by him have enjoyed double digit revenue growth or received brand awards like the Brand Excellence Award and Industry Excellence Award by MITI, E50 and National Mark of Malaysian Brands.

Beliefs in Branding 
Keng Teck is popular among SMEs for promoting practical branding. He believes that branding is not about how much budget allocated to advertise but how much strategic thinking put in place to maximise the potential of a brand.  Keng Teck has also developed several branding models that are simple for SMEs to use seamlessly.

A Respected Brand Specialist
A former EXCO member of Branding Association of Malaysia and Global Advisory Member of World Brand Congress 2013/14, Keng Teck was also an invited brand expert to evaluate submissions for MITI Brand Excellence Award 2011. Apart from being a distinguished and avid speaker in Brand & Marketing topics, Keng Teck also loves to share his expertise and thoughts by penning them down in Libra – Living With Brands, MATRADE TradeMart and Malaysia Retailer magazines.

A season speaker and trainer
Keng Teck has been invited to speak in many conferences, seminars, forums and conducted numerous brand and marketing related workshops. Some of these are Asia Business Forum, MATRADE, SMECORP, North Corridor Investment Authority (NCIA), BiotechCorp, Samling Group, UniRazak, MYNIC, Malaysia Institute of Accountants, Maybank and many more public training programmes.

Keng Teck graduated with a Bachelor of Science Degree in Management (Hons) from the University of London in 1997.

KJ ThamAssociate Brand Activation Director

KJ has close to 20 years of experience in brand management, covering a very comprehensive area which includes market research, strategic marketing and brand activation, both as client as well as brand & marketing consultant.

He began his career as a qualitative researcher with Dynamic Search in 1997, before moving on to brand management with some of the world's biggest fast-moving consumer brands, such as Colgate-Palmolive, Johnson & Johnson and Fonterra Brands.

After 10 years of being a brand owner, he ventured out in 2009 and co-founded first brand consultancy, Bizsphere Retail Branding.

Next, he founded Buumerangbrandz in 2012, an Integrated Brand Management company, to continue assisting both local SMEs and MNC brands in brand strategy development and campaign execution in both B2C and B2B industries. Buumerangbrandz has helped numerous clients such as Oral-B, Alicafe and MyChef develop award-winning brand campaigns that equally achieved the client's commercial objectives.

KJ's experience in both the client-agency roles has provided him strong understanding in the operational and strategic aspects of marketing and brand building. He firmly believes that managing a brand is more about HOW TO DO IT RIGHT, than just about WHAT TO DO.

Liz Wong Associate Partner - Video Content Producer (Animation & Motiongraphic Design)

Liz Wong started as an A & R Manager for a record label. She handled the album production, musical works copyrights licensing as well as marketing for many Malaysian and Taiwanese artists.

In the year 2005, Liz moved on to video content production. She has provided video contents for many clients from different industries, including Warner Music, Sony Music, Rock Records, Tiger Beer, Cartoon Network, Kelloggs, Star CRM, The Peninsula Phnom Penh, Rafflesia Schools, the Malaysian Institute of Accountants, and many more.

Because of her experience in handling the copyrights licensing, not only does Liz have many effectively creative ideas, her background has helped her works to comply with copyright laws. Therefore, her clients need not worry about infringement from her part.

Andrea Mathew Associate Partner

A journalist turned Marketing Communications Specialist, Andrea has worked for over 13 years in the media industry, collaborated with teams across APAC, and operated out of Malaysia and Singapore.

Andrea started her career as a journalist writing about the marketing and advertising industry. She then moved to write for the oldest newspaper in Malaysia, The Malay Mail. Andrea then cut her teeth in corporate communications at global media & data agency, IPG Mediabrands. She focused on humanising B2B relations that previously focused on trading and price wars.

Next, she took on brand communications at Southeast Asia's largest low cost carrier, AirAsia where she oversaw implementation of Group PR strategies in local countries within the Asean region. As part of AirAsia's digital transformation, Andrea assisted the department in digitising its operations.

She is a specialist in brand advocacy, corporate reputation and stakeholder engagement.'Andrea is known for her grasp of effective viewer-focused content, editorial sensibility, commercial understanding, insight driven creativity and know-how in building strong stakeholder relationships.

Junaidi Asmara Associate Partner

Junaidi Asmara is an Associate Partner at Citrine One, a leading media and communications consulting firm specializing in crisis communications.

With over a decade of experience in marketing & communications from various fields including consumer electronics, F&B, tech start-ups, government services, and creative multimedia industries, Junaidi believes that a strategic communications plan is essential in every stage of business in every industry.

As a strong believer and supporter of skills and entrepreneurship development, Junaidi was a panel member in the development of the National Occupational Skills Standard (NOSS) for creative multimedia industries under the supervision of Department of Skills Development (DSD) Malaysia. He was also a committee member of MDEC Digital Content Fund during his stint at Malaysia Digital Economy Corporation (MDEC).

Advocating a Crisis Ready Corporate Culture (CRC2), Junaidi is capable of handling strategic communications plans including media & public relations, event management, campaign management, content management, and crisis communications management.

Junaidi is an alumnus of Universiti Teknologi Mara (UiTM) Shah Alam in the field of Communications & Media Studies.

Shaerine Irwina Kaur Sr. Marketing Communications Executive

Shaerine Irwina Kaur is a fresh graduate who started with Citrine One as a Marketing Communications Executive and assists the Partners in client servicing and business development.

Currently, she manages several major accounts with partners, namely, Robert Walters, Low Yat Group, Colony, TTAM and other reputable clients.

She did her internship at Malaysia SME and was assigned under the editorial team as a journalist for the newspaper section, she was writing articles for EcoSME, HerSME, Newsbytes and other sections in the paper. Since most of her bylines are feature article, she takes a lot of time and interest to secure unique and interesting SME interviews that she can share with her readers. Other than that, she also had a role with the production team to learn about article placing and photo editing following the in-house style standards.

During her internship, she was also involved in the event management department where she managed a team to do end to end planning and event marketing. She managed a few events during her stint including being an emcee for two events. She enjoys learning and multitasking in different departments to learn varied skillsets.

She is an enthusiastic, friendly, broad-minded, and ambitious person with a focused approach to work.

Shaerine Irwina Kaur holds a Diploma in Mass Communication from Inti International College, Subang Jaya. In the course of her diploma she was very active in club activities and was the chairman for INTI Talent Time 2018.

Jane Goh Marketing Communications Executive

Jane is a PR graduate who joined Citrine One as a Marketing Communications Executive and her current role is to assist partners in client servicing and internal marketing initiatives.

During her internship at SPRG Malaysia, she was assigned to assist executives in media monitoring, managed media liaison, translation and event management.

She is a bold, independent and enthusiastic person who is also passionate and responsible for jobs assigned to her.

She holds Bachelors of Public Relations (Honours) from Tunku Abdul Rahman University College.

Siti Syafiqah Amira Marketing Communications Executive

Siti Syafiqah Amira joined Citrine One back in September 2019 as an intern and is now starting her career as a Marketing Communications Executive.

During her internship, she mainly assisted the team to liaise with the media and manage internal marketing initiatives like the public surveys conducted by the agency. She has a lot of passion to grow as Public Relations practitioner. She decided to join Citrine One to start her career as she likes the collaborative working environment and sees this as a good place to hone her skills.

She owns Bachelor of Mass Communication (Hons) Public Relations at Universiti Teknologi Mara (UiTM), Alor Gajah Campus, Melaka.


Unit 1812, Level 19,
Boutique Office (B01-D),
Menara 2 (Pillar 11) KL Eco City
No 3 Jalan Bangsar
59200 Kuala Lumpur

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