Management Team
Stephanie was appointed the Chief Operating Officer (COO) of Big Tree in August 2022, bringing over 20 years of expertise in the Malaysian media industry. She also serves as the COO for Media Prima OMNiA, where she drives transformation, nurtures talent and forges strategic collaborations to achieve the company’s bold vision.
With a deep understanding of diverse industries and stakeholders, Stephanie excels in strategic planning and innovative problem-solving. She leverages her expertise to propel Big Tree’s operations forward, focusing on the rapid growth of digital, omni-channel and interactive out-of-home (OOH) solutions. Her efforts aim to deliver cutting-edge, data-driven platforms for advertisers to create impactful and engaging content.
Stephanie’s career includes leadership roles such as the General Manager at Media Prima TV Network and Sales Manager at Seni Jaya. She also gained analytical expertise as a Portfolio Investment Analyst with AmBank Consultant.
A graduate of Monash University, Melbourne, with a Bachelor of Commerce, Stephanie’s dynamic leadership continues to drive Big Tree towards redefining the Malaysian OOH landscape.
Fariz as the General Manager of Operations at Big Tree, oversees key metrics to achieve objectives in business expansion, organisational coordination, product innovation and site development.
A pivotal figure in identifying and acquiring new revenue streams locally and internationally within out-of-home (OOH) advertising, Fariz leverages market research and industry analysis to drive growth. His insights shape the development of aesthetically appealing and technologically advanced media formats, enhancing the OOH advertising experience for advertisers and consumers. He also fosters strong concession partnerships, generating ideas for synergistic growth.
Before joining Big Tree in 2009, Fariz gained legal expertise at UEM Land Holdings and Messrs. Abu Talib Shahrom, advising on government regulations in business operations.
Fariz holds a Bachelor of Laws and a Postgraduate Diploma in Syariah Law & Practice from Universiti Teknologi MARA (UiTM).
Nita serves as the General Manager of Marketing & Creative Services at Big Tree, driving both online and offline marketing strategies to strengthen sales initiatives and elevate the brand. She delivers impactful campaign messages through compelling storytelling and creative ideation while overseeing market research to identify industry trends and audience insights for improved campaign execution.
Since joining Big Tree in 2001, Nita has pioneered ambient media development and managed key events with Big Tree’s partners through meticulous planning and coordination. She has led the growth of transit and retail divisions while playing a pivotal role in introducing and marketing Big Tree’s first digital media formats.
Nita holds a Bachelor of Arts in Business Administration from Nottingham Trent University and advanced marketing qualifications from Olympia Business School.
Ellie serves as the Head of Finance at Big Tree, where she optimises the company’s financial returns through the implementation and enhancement of effective financial and internal controls. Her proactive approach and resilience enable her to lead the finance team in delivering accurate financial data to the management and board of directors, while also developing financial and management procedures that support the company’s growth and expansion objectives. Additionally, Ellie oversees financial planning and analysis, ensuring strict compliance with regulatory requirements for statutory financial reporting and tax submissions.
Ellie began her career at Big Tree in 2010 as an Executive before assuming her current leadership role. Prior to joining Big Tree, she served as an Auditor at KPMG, co-leading auditing processes for major organisations, including Petronas, KTM and the Malaysian Palm Oil Council.
Ellie earned her Bachelor’s Degree in Accounting and Commercial Law from Victoria University of Wellington, New Zealand.
Ajla serves as the Manager of Procurement & Corporate Services, overseeing the strategic procurement process to secure cost-effective deals and suppliers through rigorous competitive bidding and negotiations with external stakeholders. In her role, she not only develops detailed monthly occupancy and sales reports for concessions but also manages risk, compliance and ethical standards.
Her meticulous approach and firm leadership enable her to effectively manage external relationships while meeting internal expectations. Ajla came aboard with Big Tree in 2009, bringing valuable expertise from her previous role as a Quantity Surveyor, whereby she managed quotation requests, performed commercial evaluations and led negotations.
Ajla is a graduate of Universiti Teknologi Mara (UiTM), holding a Bachelor’s Degree in Construction Management and a Diploma in Building.
As the Sales Director at Big Tree, Karen brings extensive expertise in out-of-home (OOH) advertising and a proven track record of driving revenue growth through strategic planning, innovative solutions and exceptional leadership. With a deep understanding of consumer behaviour, media trends and the dynamic OOH landscape, she excels in building strong client relationships, leading high-performing sales teams and achieving sales targets in competitive markets.
During her tenure as the General Manager of Sales at Seni Jaya previously, Karen spearheaded a 34% increase in sales revenue within a year while expanding the sales team. Her strategic sales planning and keen on market insights enabled her to align supply and demand effectively, delivering outstanding results and driving business growth.
Karen holds a Master of Business Administration from Open University Malaysia.
As the Head of Department in Sales at Big Tree, Vince drives the growth of outdoor media across roads, expressways, transit, retail and digital out-of-home platforms. He ensures advertisers’ brand visions align seamlessly with Big Tree’s diverse media formats, delivering impactful messages to targeted audiences. His commitment to client-centered practices guarantees exceptional service at every sales touchpoint.
Vince joined Big Tree in 2009 as an Account Manager and he has leveraged his expertise from prior roles in business development and strategic site acquisitions to maximise out-of-home advertising potential. His operational insights honed during his tenure at TGV Cinemas (2002-2007), continue to shape his leadership style.
Vince holds a Bachelor’s Degree in Business Administration with a specialization in Marketing from Universiti Utara Malaysia (UUM), underscoring his dedication to driving strategic growth and impactful client relationships.
Melvin, the Head of Department in Sales at Big Tree, brings over 13 years of expertise in the out-of-home (OOH) industry, spanning divisions like digital OOH, static OOH, transit, retail and integrated solutions. He leads a team of Account Managers that drive innovative advertising strategies and manage the DOOH portfolio to deliver impactful campaigns for servicing clients.
Melvin’s journey with Big Tree began in 2010 and ever since, he has consistently contributed to enhancing client success. Previously, he gained valuable working experience at Milk & Co as an Account Executive, managing advertising campaigns for notable brands like Volkswagen, F&N and ExxonMobil. His role involved overseeing BTL productions, TVCs, radio commercials, and print campaigns.
A graduate of Liverpool John Moores University, UK, Melvin holds a BA (Hons) in Mass Communications, reflecting his foundation in strategic communication and marketing.
As one of the Head of Sales at Big Tree, Janet brings over 15 years of expertise in out-of-home (OOH) advertising. She is dedicated to driving business growth and leading her team to achieve sales objectives through strategic insights and a results-driven approach. Her leadership fosters a collaborative environment that consistently delivers exceptional outcomes.
Janet began her journey with Big Tree in 2011 as a Senior Account Manager, where she demonstrated exceptional client management skills, fostering strong relationships while increasing company revenue. Her commitment to excellence earned her the prestigious Top Performer rank for 2022/2023. With extensive experience connecting overseas media owners with Malaysia-based clients in her previous role, she has developed a comprehensive understanding of client needs and market dynamics.
Janet holds a Bachelor’s Degree in Communication – Public Relations from Universiti Tunku Abdul Rahman.
Asmidar is an experienced engineer specialising in civil and electrical maintenance, overseeing nationwide projects for OOH advertising panels. He plays a pivotal role in budget planning, cost monitoring and ensuring quality assurance through effective oversight of panel contractors and suppliers. His expertise extends to managing a range of initiatives aligned with organisational objectives.
Before joining Big Tree in 2011, he served as an M&E Project Engineer at Mudajaya Corporation Berhad, overseeing the installation, testing and commissioning of critical highway infrastructure along the Kuala Lumpur-Kuala Selangor Expressway. Prior to that, he held the position of Technical Executive at Plus Expressways Berhad, managing large-scale electrical projects for nationwide expressways, including the preparation of tender documents and contractor evaluations.
Asmidar earned a Bachelor of Electrical Engineering with Honours from Universiti Teknologi MARA (UiTM). He also holds professional registration as a Graduate Engineer (Electronic) with the Board of Engineers Malaysia.
As the Head of Department for Business Development Authority Management (BDAM), Affandi oversees operational strategies to secure and manage advertising assets, ensuring consistent revenue growth and business sustainability. He actively engages with internal and external stakeholders to identify market opportunities, develop competitive intelligence and streamline operational processes.
Affandi joined Big Tree in 2011. Prior to his current role, he served as an Assistant Secretary at the Ministry of Youth and Sports from 2007 to 2011 and as a Team Leader in the Authorisation Unit at RHB Bank Berhad from 1997 to 2007. These roles collectively shaped his ability to navigate complex organisational landscapes and deliver impactful outcomes.
Affandi holds a Bachelor’s Degree in Business Management from Universiti Putra Malaysia (UPM). He has also obtained a Health, Safety and Environment (HSE) certification from NIOSH, Bangi.
