The Citrine One Malaysia Team

Ivlynn 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.
Cynthia Lee Acting Managing Director

Cynthia Lee is the Acting Managing Director 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.

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 - Content Development

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.

Lyna Alfira Jamal Consultant

Lyna Alfira Jamal is the latest addition to the Citrine One’s family. She joined Citrine One Malaysia as a Consultant in January 2020. Lyna comes with a strong journalism and media analysis background.

Before joining Citrine One Malaysia, she was working in a Big Data research agency as an analyst. Her responsibilities include analysing disparate data in the online space and writing analyses and reports for high profile government departments and politicians. She was also involved in producing of the Malaysian Indicator.

Her experiences saw her writing for various lifestyle publications such as Jelita magazine (Blu Inc), (REV Asia) and

With exposures in both print and digital media sphere, her experiences would help steer Citrine One Malaysia towards its goal of assisting clients achieve their communications objectives. Additionally, her strength in research, writing and translation would also create a good synergy towards building a strong team that fulfil our clients’ asks.

Lyna Alfira Jamal graduated with Honours from Universiti Sains Malaysia in 2017. She is currently tasked to lead BOXO’s account, marking her debut in the public relations limelight.

Jane Goh Sr. Marketing Communications Executive

Jane joined Citrine One Malaysia in 2020 as a Marketing Communications Executive. She was promoted to Senior Marketing Communications Executive just a year after joining the company.

She is a fast learner whose tenacity is admirable. Within a year, she had managed to build strong relationship with the business, enterprise tech and lifestyle media.

As such, she is in charge of media relations implementation of a wide range of client portfolios such as Hitachi Vantara, HID, Oxwhite and Shopee.

She was an intern at SPRG Malaysia in 2018. She was assigned to assist executives in media monitoring, media relations, translation and event management.

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


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

Contact Info
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