Steward the overall direction; responsible for the company performance, lead the development & execution of the long term & short term strategies with the goal of increasing the shareholder’s (SIRIM) value, while also inculcating SIRIM’s mission, vision, strategic objectives & corporate values within the organization, enhance the internal organizational processes, managing & overseeing all business operations, financial, people & venture for growth & sustainability.

Financial

• Sets strategies, objectives, plans, policies and procedures necessary for the company to operates within the budget guidelinesand optimize the usage of its resources
• Administer the funds of the company according to the approved budget & monitor the cash flow of the company to support planned company’s initiatives & programmes & to ensure that budget targets are met, that revenue flows are maximised & fixed cost are minimised
• Develop & formulate strategies & tactics towards the diversification of revenue streams to improve bottom line & grow both in domestic & international business

Customer

• Identify, analyse feasibility & provide technical leadership for the development of new schemes in line with corporate growth strategies & expectations of customers, customer interation sessions to keep customers informed of new developments/ services & to gauge customer perception of Department’s services & service delivery as well as Provide leadership & direction towards meeting customers (internal/ external) expectations; ensuring confidence in Company Board Committee to deliver its mandates.
• Provide tactical leadership & coordination in planning & implementing effective & efficient services to be able to develop & provide new services in time to meet the customer & stakeholders demand as well as Develop & maintain an effective marketing & public relations strategy to promote the services & image of the company in the wider community & also to forecast the 
• development trends of the local industry & trade, domestic & international, so as to be able to guide & set the right direction for the development of the services provided by the company
• Provide leadership & direction on Market Advisory services to the SMEs on matters related to regulatory approval interpretation & understanding of standards, testing & certification process, Digitalisation of Services in alignment with SIRIM Group growth agenda and Establish & maintain effective formal & informal links with major customers, relevant government departments & agencies, local authorities, key decision makers & other stakeholders to exchange information & views & to ensure that the company is providing the appropriate range & quality of services & also to enhance customer loyalty

Internal Business Processes

• Provide leadership oversight for the establishment & implementation & continual improvement of auditing, certification processes in accordance with accreditation requirements, implementation of innovation policy to inculcate SIRIM shared values & innovation culture as well as develop & maintain best practices throughout the company to ensure that the best possible services are provided to customers
• Provide leadership and guidance to develop, enforce, maintain, and monitor policy, procedures and systems for the department in order strengthen integrity and governance, quality, OSH, environmental, and business performance. 

Learning & Growth Innovation

• Provide tactical oversight  towards the development of the right skill­ sets, talent pool and succession plan to ensure operational excellence as well as to provide strategic and tactical input in the planning and implementation of human capital development initiative to ensure indoctrination of SIRIM's corporate culture and a workforce that is highly motivated to achieve the common goals of SIRIM
• Drive, demonstrate & cultivate behaviours which reflects accountability in working environment for the success of SIRIM Cultured Beliefs amongst subordinates or team members to build sustainable high performance team