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Job Purpose

Lead AFFIN Group's corporate communications, media relations and corporate responsibility agenda to strengthen the Group's reputation, protect its license to operate, and reinforce its position as a trusted financial institution.
The role is responsible for developing and executing an integrated communications strategy across Affin Bank Berhad, Affin Islamic Berhad, Affin Hwang Investment Berhad, Affin PHEIM and other relevant priorities, ensuring consistent messaging across internal and external stakeholders. As the Group's communications lead, the role serves as a trusted advisor to senior management on reputation management, executive communications, media engagement and crisis response while overseeing CSR initiatives that support AFFIN's purpose of Responsible Banking with Impact.

Key Responsibilities

Corporate Communications Strategy
Develop and execute the Group's integrated communications strategy, aligned with AFFIN's corporate priorities, business objectives, and brand positioning.
Translate business strategy into compelling communications programmes that strengthen stakeholder confidence and corporate reputation.
Ensure all corporate communications consistently reflect AFFIN's values, purpose and brand identity.
Advise senior management on communications strategies supporting major business initiatives, transformation programmes and organisational change.
Media Relations & Public Affairs
Develop and execute AFFIN Group's annual media relations strategy and media plan, aligned with the Group's business priorities, corporate communications strategy and brand objectives.
Lead AFFIN Group's engagement across financial, business, mainstream, digital and broadcast media to strengthen corporate reputation and brand visibility.
Develop and negotiate strategic media partnerships and annual media agreements to maximize communications value, optimize media investments and secure impactful opportunities for the Group.
Build and maintain trusted relationships with editors, journalists, publishers, broadcasters, government agencies, industry stakeholders, opinion leaders and digital platforms.
Identify and secure proactive media opportunities, including executive interviews, thought leadership, feature stories, speaking engagements and industry commentary that position AFFIN and its leadership as trusted voices in the financial services industry.
Oversee all media enquiries, interviews, press conferences, media statements, press releases, speeches and media briefing materials, ensuring timely, accurate and consistent messaging.
Monitor media coverage, public sentiment and emerging issues, providing strategic counsel and recommending proactive engagement strategies to safeguard and strengthen the Group's reputation.
Lead media engagement during issues and crisis situations, ensuring coordinated communications that protect AFFIN's corporate reputation.
Measure and report the effectiveness of media initiatives through share of voice, sentiment, earned media value, media quality and other communications KPIs, providing recommendations for continuous improvement.
Executive Communications
Lead strategic communications for the Group CEO, Board and senior leadership.
Develop executive speeches, presentations, messaging frameworks, talking points, opinion pieces and stakeholder communications.
Ensure leadership communications reinforce AFFIN's strategic priorities and strengthen confidence among employees, customers, investors and external stakeholders.
Corporate Reputation & Issues Management
Own the Group's corporate reputation strategy and reputation risk management framework.
Lead communications planning for business continuity, crisis management and sensitive issues.
Develop crisis communication protocols, response frameworks and stakeholder engagement plans.
Advise senior management during high-profile issues, ensuring timely, transparent and coordinated communications.
Conduct post-incident reviews and continuously enhance crisis preparedness.
Corporate Responsibility (CSR & Sustainability Communications)
Develop and oversee AFFIN Group's Corporate Responsibility and community investment strategy in support of Responsible Banking with Impact.
Drive the communications strategy for ESG, sustainability and community programmes, ensuring measurable business and societal outcomes.
Identify strategic partnerships with government agencies, NGOs, educational institutions and community organisations.
Measure and communicate the impact of CSR initiatives through integrated reporting and stakeholder engagement.
Brand Storytelling Leadership
Provide editorial leadership across all corporate communication channels including press releases, annual reports, sustainability reports, speeches, executive messaging, newsletters, corporate website and LinkedIn.
Ensure messaging consistency across all Group communications while maintaining compliance with brand guidelines and regulatory requirements.
Drive thought leadership content that enhances AFFIN's reputation within the financial services sector.
Stakeholder Management
Serve as the communications partner to the Board, Group CEO, Business Heads and Corporate Functions.
Work closely with Marketing, Investor Relations, Human Resources, Sustainability, Legal, Compliance and Risk to ensure integrated stakeholder communications.
Manage external communications agencies, media partners, PR consultants and strategic vendors to maximise communications effectiveness.
Governance, Risk & Compliance
Ensure communications activities comply with regulatory requirements, Bursa Malaysia disclosure obligations and internal governance frameworks.
Maintain approval workflows, version control and communications governance across the Group.
Establish communications policies, media protocols and spokesperson guidelines.
Lead governance relating to reputational risk within communications activities.
Measurement & Performance
Establish communications KPIs aligned with business outcomes.
Monitor corporate reputation, share of voice, media quality, sentiment, stakeholder perception and executive visibility.
Evaluate campaign effectiveness and recommend optimisation strategies using data-driven insights.
Present regular communications performance reports to Executive Management and Board Committees.
Leadership & People Management
Lead and develop the Communications, Media and CSR team to deliver high-performing, integrated communications programmes.
Foster a culture of innovation, collaboration, accountability and continuous improvement.
Build capability across strategic communications, media engagement, storytelling and crisis communications.
Manage departmental budgets, agency performance and resource allocation to maximise impact and efficiency.

Qualifications & Experience

Bachelor's Degree in Communications, Public Relations, Journalism, Mass Communications, Marketing or a related discipline.
Master's Degree or MBA is an advantage.
Minimum 12 years of experience in corporate communications, public relations, corporate affairs or reputation management.
At least 5 years in a leadership capacity managing communications teams.
Experience within banking, financial services, listed companies or other regulated industries is highly preferred.
Proven experience advising C-suite executives and managing high-profile reputation issues.
Strong relationships with Malaysian media, regulators and key external stakeholders.

Unit Head, Group Corporate Communications, Media & CSR