Cynthia joined our Group in February 2022 as Director, Customer Experience, bringing with her a wealth of experience in customer service and operations. Cynthia has consistently demonstrated her expertise and innovative thinking in navigating the ever-evolving landscape of customer experience and digital innovation.

In 2023, Cynthia took on the role of Director, Digital, leading the digital transformation efforts across our product and commercial pillars. Her strategic initiatives have helped modernise our digital presence and enhance our competitiveness in the market.

Before joining Astro, Cynthia served as the General Manager of Transformation and Customer Experience at U Mobile, where she oversaw retail operations, transformation projects, data management, and customer service. She has also held positions at Qatar Airways, AirAsia, and Media Prima, accumulating valuable experience along the way.

Cynthia holds an MBA from the University of Southern Queensland, Australia, and a Bachelor’s degree in Film and Television from Curtin University, Australia.