MISS HO LEE CHEN

Malaysia

Female

58

Audit Committee

Independent and Non Executive

Ho Lee Chen, Serena is a hands-on finance professional with close to 30 years of broad marketing and finance experiences across many industries in many different roles
internal audit, group treasury and accounting, property development, online sales and Enterprise Resource Planning (ERP) system. She has recently started a finance related business in Melbourne, Australia where her family has migrated to.
Serena was in Southern Bank for more than 5 years, mainly in Internal Audit. Her financial skills were honed in the Genting Group where she worked for 11 years, where she set up the internal control department overlooking casino financial policies and procedures; was in charge of the books for its property division and also had a stint in its headquarter treasury division managing the Genting Groups pool of funds, banking and financing requirements including its forex needs.
Serena spent more than 13 years in Malaysia Airlines Berhad (MAS), where she had pivotal roles in finance, sales and marketing and ERP system. She was the founding Chief Financial Officer of MasWings, a fully-owned subsidiary of MAS which focuses on flights within East Malaysia. She was a key member of the team that started MasWings in three months from zero base to first take-off. She was one of a 3-man team who successfully negotiated a 5-year subsidy contract with the Ministry of Transport and Ministry of Finance. She transformed the eCommerce and mCommerce (mobile commerce) channels in MAS when she rolled out the first full-featured eCommerce website and mobile application, the latter being the market leader in the airline industry then. She started and grew a strong social media presence and developed marketing strategies to push for a rapid and successful adoption of the online channel from 0% to 20%. Serena was also the ERP Program Director in MAS, responsible for a budget in excess of RM300 million.