Our people come from diverse backgrounds, bringing with them different perspectives to enrich our knowledge, expertise and experience.
Andy See Teong Leng
Founder, Principal Partner & Managing Director
After spending more than 10 years working with leading multinational and Malaysian consultancies including The Boston Consulting Group and Edelman, Andy decided to reinvent his career by setting up his own firm. This led to the birth of Perspective Strategies in 2006. The boutique agency grew quickly with the promise of delivering strategic counsel and quality services to clients and has over the years won numerous industry awards on the global and national levels.
Aside from steering the firm’s strategic direction and managing key client relationships, Andy regularly conducts spokesperson training and speaks at industry events on strategic communications, issues management and stakeholder engagement. Currently, he is the President of the Public Relations Consultants' Association of Malaysia (PRCAM), spearheading efforts to champion the interest of PR professionals including industry best practices, quality and standards as well as talent development. Andy also actively contributes articles and thought leadership pieces on PR, leadership and strategic communications in various publications and online platforms.
Andy See Teong Leng
Andy loves to stay home so he could enjoy his favourite Hong Kong TVB series. He enjoys watching the latest hit series to the old classics. This means his command of Cantonese is substantially better than anyone else in the office. As a loving husband and a doting father to two energetic boys, Andy spends most of his weekends relaxing by the poolside, savouring gastronomic creations or catching the latest movie with his family.
Kek Soo Beng
Soo Beng is a much sought-after issues and crisis communications practitioner in the country. He regularly coaches CEOs and industry spokespersons focussing on media, issues and crisis management. Prior to co-founding the firm, he was previously the Chief Reporter of New Straits Times Press, The Malay Mail and the Vice-President as well as Director of Public Affairs for Burson-Marstellar’s Kuala Lumpur office.
Kek Soo Beng
Soo Beng has a great passion for collecting stamps. If he is not at work or playing badminton, Soo Beng is usually scouting for more stamps to “enrich” his collection. While he is still adding to his collection on a regular basis, he fears no one will appreciate or inherit his stamp collection.
Tan May Lee
Partner & Executive Director
Shortly after graduating, May Lee jumped into PR by chance and has never looked back after spending more than 15 years in the industry. She started her career in international and local agencies before joining two property giants, where she established the Corporate Communications and Investor Relations divisions. After eight years as an in-house practitioner, she began to miss the fast-paced, adrenaline rush of an agency life which eventually brought her to the warm family of Perspective Strategies. As hectic as it is on most days, she finds the joy in accomplishing clients’ deliverables and managing multi-accounts across various industries.
Tan May Lee
Some may cry “Impossible!” but as a mother to three princesses, May Lee manages to deftly balance her time and energy between work and family commitments. Even when she’s faced with tremendous pressure, she continues to put on a warming grin which stretches from ear-to-ear. The only time she usually gets anxious is when school holidays loom or if her helper is unavailable.
Director, Human Capital Perspectives
Sulynn is passionate about human flourishing and a life worth living. An inspiring executive coach and positive change strategist, a prolific writer and compelling motivator-teacher, powered by voracious reading and an insatiable appetite for learning, Sulynn exudes positivity and energy. Her work is her calling and she is grateful for opportunities to do what she loves and excels in. She is a pioneer in the Master of Applied Positive Psychology alumni community, and the founder of Asian Center of Applied Positive Psychology.
Her alter ego is Bohemian - free-spirited, unconventional and informal. She is an avid photographer now relegated to iPhone; a hopeful musician who now mostly plays CDs, and just picked up learning the cello for fun; and a creative experimental cook. She believes that we all have far more control over our life satisfaction than we credit ourselves for – simply choose to live well and focus on getting there.
Lee Ban Loong
Director, Business + Capital
Ban Loong hails from Ipoh and is a chartered accountant, with more than 15 years of experience providing assurance, tax and consulting services to multinationals and local companies in Malaysia. Currently he leads Business + Capital, a special practice which was formed to provide business consulting services in the areas of corporate restructuring, investor relations, mergers and acquisitions, financial due diligence and communications.
Lee Ban Loong
Who do you call if you need advice on property ownership? Ban Loong. Who do you call if you need advice on finance? Ban Loong. You get the point.
Director, Client Services
Asharina, or better known as Shereene, lives and breathes public relations – having been in the industry for more than 15 years (and still counting). She first dabbled in the industry by specialising in PR during her tertiary years. Upon graduation, she immersed herself by joining a public relations consultancy prior to leading a Corporate Affairs Unit of a multinational financial institution as the Assistant Vice President.
The Early Bird
When the office sleeps, Shereene will be wide awake. Be it for work or for leisure, Shereene will rise, arrive and act hours before the expected time. She also enjoys revelling in a good book. Every year, by hook or by crook, she will be one of those queuing in the early hours of the morning to bag her yearly supply of books on the first day of the Big Bad Wolf sales.
Eric Lai Chee Kuan
Director, Client Services
Eric made his first foray into communications by joining Perspective Strategies as a fresh graduate, equipped with an Economics Major. Since then, he has worked for clients in various industries including banking & finance, energy, FMCG and Oil & Gas. Eric played an instrumental role in multiple award-winning client projects, including Durex’s Choose2Protect sexual health awareness campaign and AmBank Group’s internal communications exercise.
Eric Lai Chee Kuan
A lover of all things trains, Eric is fascinated with train maps and stations. He enjoys analysing and comparing spider webs of intersecting lines, colours and dots, as well as memorising the train stations sprawling across different cities. He finds it soothing. He also wouldn’t admit this, but he feels paralysed and hopeless without his iPhone.
Zurinna Raja Adam
Zurinna was formerly a journalist with The New Straits Times Group, attached with Business Times. She is also a regular contributor to numerous international and digital publications. Her stories have ranged from corporate and financial news as well as feature articles on travel, beauty and health. Her editor called her the “Halal Queen”, following her regular by-lines about the Halal industry in the media. In 2008, she was recognised by the Malaysian Franchise Association with the Media Appreciation Award for her extensive coverage on issues related to the local franchise industry.
Zurinna Raja Adam
Hostess with the Mostest
Zurinna doesn’t need to find any special occasion to host guests over at her house; she just enjoys cooking and entertaining people at her home. Her house is always the venue of choice for family and friends to meet up and they usually request for her famous Laksa Johor. On weekends, she enjoys being a pillion rider on her husband’s big bike, venturing out of the city, breathing in the fresh morning dew, watching the sunrise and having a breakfast date against the backdrop of green mountains and waterfalls.
Upon graduating with a degree in Public Relations, Charmaine began her career in PR with a local boutique communications agency where she handled a portfolio of clients from diverse industries ranging from healthcare to education as well as lifestyle brands. She dabbled in a wide-range of media relations activities, paving the way for her to build collaborative relationships with the media as well as initiate strategic projects for her clients. Charmaine is able to effectively strategise with her team to conceptualise innovative activation ideas or solutions to meet clients’ communications as well as business objectives.
Lifestyle Café Junkie
Charmaine finds joy in café hopping. A good cup of Joe or a pot of fragrant tea is her key to unwind when she’s not shamelessly attempting to cook up a storm following Jamie Oliver’s 30-minute meal episodes. You’ll usually find her at a corner by the window of a café with her head in a recipe book of some sort, or browsing through YouTube for inspiration!
Melissa specialises in building and enhancing brands’ reputations - particularly in Corporate PR. She has close to 6 years of experience in public relations, developing and executing communication initiatives and strategies to raise profile of companies and its benefits, from management of communications for external events, internal initiatives and branding campaigns to content development, local and international media engagements, digital platform management and crisis planning.
From building terrariums, making jewelry, planning parties and wedding décors, to knitting and painting random objects, there is no project too big or small for this DIY project junkie. Melissa loves all things craft and believes that DIY projects the only way to get her creative juices flowing. Not forgetting her love for interior design, home décor projects and all things organisation, Melissa also spends a lot of her free time “spring cleaning”.
Prior to joining Perspective Strategies, Anita has worked in both local and international PR agencies as well as an in-house practitioner in industries ranging from healthcare, consumer and transportation. Having garnered invaluable experiences in both traditional and digital PR, Anita aims to merge the best of both worlds to deliver compelling storytelling ideation and brand building initiatives for clients. Anita graduated with a degree in Communications and Media Management from the University of South Australia.
A lover of everything avocado, Anita is a firm believer that the fruit goes well with both rice and toast. When she’s not busy looking for the perfect avocado, Anita can be found at the gym doing some ‘avo-cardio’ or filling up her bookshelves with more new books while she’s still trying to finish her current read. A former Zumba instructor, Anita is also an avid dancer and loves moving to the latest hits. Her dream is to be in a dance-off one day (where she wins, of course!).
Lai Chee Seng
Chee Seng comes from an advertising background where he started out as a junior copywriter 20 years ago. He’s had an unconventional career where his writing and communication skills have been put to the test in diverse contexts, including in the fields of education, digital content, social media, grassroots movements, NGOs, corporate communications, organisational communication, publishing, ghostwriting, politics and public relations. He has a keen sense for what makes a winning story, and many of his contributions to online media have gone super viral.
Lai Chee Seng
Chee Seng loves nothing more than to plop down on a sofa, switch off his brain, and enjoy a movie. But he suffers from an occupational hazard: he can’t stop analysing how the script was written and how it could be improved.
Kristine started her career with the Women’s Aid Organisation (WAO) as a Communications Officer, where she developed and implemented multiple awareness campaigns through media and stakeholder engagement, as well as digital media. Subsequently, Kristine joined Verso & Recto, a brand consultancy, as a Copywriter. Having since led marketing projects in e-commerce and education, Kristine is currently working on a variety of clients in the public and private sectors, focusing on corporate reputation management and public relations programmes and campaigns.
Crazy Cat Lady
An animal lover, Kristine reserves her unabashed adoration especially for cats. No stray kitty goes uncuddled; not on her watch. Need a conversation starter? Tell her about your pets, or better yet, ask her why she named her cat Chicken!
Kimberly graduated with a law degree from the University of Reading, and shortly after completing her journey of being a legal eagle, she delved into the field of communications and hasn’t looked back since. Prior to joining Perspective Strategies, Kimberly brings with her 3 years of agency experience working across a diverse portfolio of clients ranging from consumer tech, retail, oil & gas, healthcare as well as FMCG brands.
Kimberly can be found amongst the vicinity of new cafes in the area in hopes of finding the best cup of coffee or the perfect Eggs Benedict dish (so far, the search still goes on). If not, she can also be located at the nearest gym, challenging herself with fresh workout routines which she finds to be therapeutic. She also comes with a complimentary lifetime supply of bad puns.
Upon graduation from Taylor’s University with a degree in Public Relations, Rayden went on to obtain a Masters in Marketing from the University of the West of England. Prior to Perspective Strategies, he interned at Cohn & Wolfe XPR, where he cut his teeth working on automobile and tech clients such as BMW, Symantec and Motorola.
Tabletop RPG Game Master
During his free time, Rayden enjoys hosting tabletop role-playing games. As Game Master, he escapes into the role of a narrator and guides his players through worlds of fantasy and adventure – from designing game challenges to weaving in stories in the midst of their voyage. All in the name of friendship, fun and (severed) goblin heads!
Putri Adlina started her public relations career with a local consultancy as an intern, where she assisted the team to conceptualise campaigns to increase the profile of major lifestyle brands, including Sephora, Monki, H&M, It Cosmetics and Elysyle. As an active member of Perspective’s Public Affairs Practice, Putri is always on the lookout for new opportunities and communication trends to craft engaging content for her clients in both the corporate and public sectors including the East Coast Economic Region Development Council (ECERDC) and Perbadanan PR1MA Malaysia.
The Caffeinated Beanbag
Putri’s life only revolves around these 3 things; coffee to keep her sane, psychological genre books to explain human behaviour, and Netflix to chill. Her idea of a perfect day is either binge-watching sitcoms, or reading a book at Coffee Bean while enjoying a good cup of coffee and a chicken pie!
The anchor of the ship, Annitha is the reason for the team’s sanity by ensuring the smooth running of the administration affairs at the workplace. With her extensive experience and impeccable interpersonal skills, Annitha contributes valuable support to the consulting team as well as memorable, witty punch-lines for laughter.
An avid runner and fitness enthusiast, she would be able to perform more burpees and outrun everyone else in the office. Having completed a full marathon at the age of 50, nothing seems to be of a challenge for her, except technology. You’ll have difficulty reaching out to her beyond office hours as she’s notorious for not carrying her phone. You’ll have a higher chance spotting her on the dance floor or at the park.