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"Today, it is not enough to be operationally efficient. More importantly is the ability to actively pursue knowledge, innovation and, therefore, market effectiveness."
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Yasmin Merican
Method, Strategy & Process Development
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Trax Associates is a leading professional services firm focused on building new skills and competencies in innovating for brand and market power. Established in 2000 by former global Ernst & Young partner Datin Yasmin Merican, the 16-person Malaysian firm has been engaged on numerous projects including the building and prototyping of market-critical competencies at Petronas Dagangan Berhad, customer and ticketing processes at Sepang International Circuit for Malaysia Airports, development of new corporate identities for the MRCB Group of Companies, launching of the Kuala Lumpur City Airport, building of new customer service competencies through a centralized function at the SME Bank, and corporate re-imaging of PLUS Expressways Berhad and of the new Agrobank. Majority of the projects involved the identification, alignment and innovation of market-related processes from brand alignment to customer and people management. Trax Associates through its wholly-owned subsidiary company, Trax Business Solutions, an MSC Status company and a Microsoft Certified partner, holds patent-pending (United States and Malaysia) for the EMP or Enterprise Marketing Planning System. The core offering of the company today is to promote the Trax 123™ Learning Series (and its enabling applications) to support the knowledge, innovation and brand building requirements of emerging market companies.
As the principal developer and trainer of the market-think® and Trax 123™ system, Datin Yasmin has had more than 25 years work experience in education (as National Director of AFS International/Intercultural Programs), communications (as an Account Director with international advertising agency Backer Spielvogel Bates), process engineering and business consulting (as the first female partner of Ernst & Young Malaysia and international partner of Ernst & Young Global Client Consulting in the Asia Pacific region) and finally in brand-driven innovations (as founder and Managing Director of Trax Associates and Trax Business Solutions). She was the author of Malaysia’s first brand practice report, has served on the national brand task force as the lead strategist and writer and is currently on the board of the Malaysian Productivity Corporation (MPC). She studied marketing and holds an MBA which she graduated with distinction in strategic marketing from the University of Hull, United Kingdom.
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"Effective strategy begins with a thorough understanding of existing business and financial situation."
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Syed Omar Syed Zahiruddin
Financial Analysis & Management
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Trained in finance and banking, Syed Omar has worked with Trax Associates the company since it started operations in 2000. Omar chose a career in people management and recruitment where his years in both retail and communications industries have contributed towards the development and management of customer and employee-related projects.
He started his career in the financial services industry at Standard Chartered Bank in Malaysia and later went on to become a money market dealer with Charles Fulton (M) Sdn. Bhd. The next 10 years was spent in personnel development and administration, both at national and multinational companies. Prior to joining Trax, Omar spent 5 years with the media and communications industries in management and administration at CELCOM and as a TV Programmer with the pioneering team responsible for the setting up of NTV7 television network. Omar holds a Bachelor of Science in Economics & Finance (New Hampshire) and an MBA in Management (Hawaii, USA).
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"Today, customer interactions do not just occur within physical environments. Evolving technologies continue to shape the way they understand, accept and react to market offerings."
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Juita Jalaluddin
Knowledge & Customer Interaction Management
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Juita Jalaluddin is an Executive Director with Trax Business Solutions. She has more than 10 years of work experience in knowledge, marketing and customer management in Malaysia and the USA where she worked as a Project Manager at Thomson Financial (a global financial research company). As the Marketing Manager for online retail company, Karmaloop.com, in Boston, she was responsible for the company’s brand identity and worked closely with leading apparel brand owners and media partners in the United States. On her return to Malaysia, she worked as the Marketing Manager for Harpers Publications and later was engaged as an Interactive Director with Tequila/TBWA (a global advertising agency) in Kuala Lumpur. At TBWA, Juita was part of the management team which won the ITB Berlin, Adrian and PATA Awards for an interactive project for Tourism Malaysia in 2007. At Trax Business Solutions, Juita leads the development team in the design of technology-driven solutions including web-based design applications developed by the company and is a lead member of the innovation team. Juita holds a Bachelor of Arts (BA) in International Relations from Boston University, USA.
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"Great strategies get implemented only through the discipline of good project management."
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Leong Chen Yee
Project & Systems Management
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Chen Yee started her career in the IT services industry working as a software developer with Kurnia Insurance and Resorts World Berhad. Upon gaining experience in software development, she joined Ernst & Young where she spent the next 11 years as Senior Manager project managing information systems at the global professional services firm in Kuala Lumpur. In this role, she pioneered the development of applications team and established the firm’s national help desk for Ernst & Young International. With her extensive project management skills, she was also involved in the setting up of IT policies and procedures and project managed numerous IT-related transformation projects for Ernst & Young’s global IT initiatives. She joined Trax Business Solutions to lead the deployment of multi-faceted projects both internally for the company, and externally for clients. Chen Yee holds a Bachelor of Science (BSc.) in Computer and Mathematical Sciences from Victoria University, Victory, Australia.
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