Jeff Cheah is Seni Jaya CEO

Bid Tree CEO Jeff

PETALING JAYA: Seni Jaya Corp Bhd has appointed former chief of outdoor advertising firm Big Tree, Jeff Cheah See Heong, (pic) as its new chief executive officer.

Seni Jaya, which is also involved in outdoor media advertising services, said the appointment is in line with the group’s aspirations to create long-term sustainable growth.

Cheah has over two decades of experience in the out-of-home media segment.

, which comprises outdoor billboard, retail malls, rail transit as well as airport media.

He had previously spent 17 years in Big Tree, a wholly-owned subsidiary of Media Prima Bhd.

Meanwhile, Cheah said that there are many potential in Seni Jaya that could be unlocked.

“Within the advertising spend continuum, the digital and the out-of-home segments are actually growing, fuelled by the accelerating digitisation efforts nationwide.

“I think there are interesting opportunities in these two segments and I hope to share some positive news soon, ” he said.

Seni Jaya has also appointed chartered accountant Julian Koh Lu Ern as the new independent non-executive director.

The group said he has vast exposure in the advertising industry, having previously served as the group finance director of People ‘n Rich Holdings Sdn Bhd.

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