In an exclusive conversation with Marketing In Asia, Puan Nur Fadhilah Muhammad, the CEO of SIRIM QAS International, delves into her remarkable journey from a testing officer to leading one of Malaysia’s most prestigious certification bodies. With a career marked by strategic foresight and a commitment to innovation, Puan Nur Fadhilah discusses how her hands-on experience across various levels of the organization has shaped her leadership style. She also shares how SIRIM QAS International has adapted to the digital age, maintained resilience during the pandemic, and continues to champion sustainability while expanding its global footprint.
My journey at SIRIM, starting as a testing officer nearly two years ago has been fundamental to my leadership style. Through hands-on experience in various departments, including food product testing, I gained insights into our organisation’s core operations and challenges which has shaped my understanding of quality assurance, customer satisfaction, and the importance of continuous improvement. My experience taught me the importance of empathy, communication, and strategic thinking in leadership. I understand the diverse perspectives within our organisation and the broader industry, which allows me to make informed decisions that benefit our stakeholders. One of the most significant transformations I’ve overseen is our digital evolution, which began before the COVID-19 pandemic. For instance, we shifted our service model to a digital platform, allowing us to continue operations seamlessly during lockdowns. This strategic pivot not only ensured business continuity but also improved efficiency and customer satisfaction by providing maximum flexibility in our interactions. This digital transformation is a prime example of how understanding our core operations and anticipating industry trends have allowed us to stay ahead and lead with confidence