Exclusive Interview with Izra Izzuddin: “People want to feel seen, involved and understood”

In the fast-paced world of marketing and brand innovation, Izra Izzuddin stands out as a dynamic force. With an impressive career spanning two decades, she has left her mark across some of Malaysia’s most iconic brands — from Nestlé and Media Prima to AirAsia, Firefly Airlines, and Touch ‘n Go Group.

Recognised with accolades such as CMO Asia and Women Leadership Congress, as well as a judge and panelist at various marketing conferences and awards, Izra continues to be a trailblazer in marketing and leadership excellence. Her most recent role was Chief Marketing Officer at HELP Tertiary of HELP Education Group.

In this exclusive interview with MARKETING Magazine, Izra Izzuddin reflects on her people-first approach to marketing and mentorship.

You’ve worked across airlines, fintech, and now education — what core principle of marketing have you found to be universal, no matter the industry?

One thing has always been true for me is people first, always. Regardless of industry, marketing is about understanding human behaviour, not just demographics and data points, but real feelings, situations, habits, and motivations.

I remember launching campaigns for first-time consumers and regulars across multiple industries. What resonated wasn’t pricing or perks, but a sense of assurance and accessibility. That insight only came from going on the ground, listening, understanding and being in their shoes.

Whether I’m marketing campaigns, air tickets, consumer goods, digital wallets or degrees, the goal is the same – to make people feel seen, involved and understood.

Izra Izzuddin and the HELP Marketing & Communications team at the launch of their “Malaysians HELPing Malaysians” Merdeka and Malaysia Day campaign.

How do you approach marketing a brand in today’s fragmented media landscape?

I stay grounded and rooted in strategy but remain flexible in execution. Fragmentation can be overwhelming if you’re trying to be everywhere, but you don’t need to be. You need to be where your audience is, with consistency, relevance and clarity.

At TNG Digital for instance, we knew our customers were multitaskers, people who valued speed and simplicity. So our messaging, design, even our proexperience focused on freeing up their time. We built an ecosystem, not just a campaign. To thrive in a fragmented world, brands need to be aligned internally and intentional externally. That’s where marketing becomes the bridge, across teams, platforms, and consumer touchpoints.

What inspired you to start mentoring young students and executives?

When I was starting out, I didn’t see many women in leadership roles. That shaped my journey, and sparked my commitment to mentoring. Over the years, I’ve been fortunate to have mentors who helped me believe in myself and stretch beyond comfort zones.

Now I try to do the same for others. Make them feel they too can succeed and be better. Whether it’s speaking at university events or coaching young executives, I’ve seen firsthand how confidence grows when someone simply says, ‘I’ve been there. Keep going.’ Mentorship isn’t just about advice, it’s about belief.”

Izra Izzuddin conducting a sharing session at HELP Damansara Heights and Subang 2.

How has sharing your experiences with the next generation shaped or even challenged your own perspective on leadership and growth?

It’s been eye-opening and energising. Young professionals, especially Gen Z aren’t afraid to ask bold questions or challenge the status quo. I’ve had interns and even students question campaign wording that felt tone-deaf to their generation, and it made me re-evaluate what we considered ‘on-brand.’

Mentoring has reminded me that leadership isn’t about having all the answers, it’s about listening, learning, and being open to unlearning. It keeps me sharp, humble, and deeply aware that growth is ongoing.

As a female leader in marketing, what unique strengths do women bring to the communications space?

Women bring emotional intelligence, intuition, and a layered understanding of audiences that’s incredibly powerful in marketing. We often spot nuances in tone, behaviour, and messaging that others might overlook. I’ve worked with incredible women who led with calm during crises and brought depth to strategy through empathy.

In one fintech campaign, a woman on our User Experience team flagged that a commonly used term alienated a segment of our users, and that insight shifted our entire campaign tone. That’s the value women bring – perspectives rooted in lived experience and deep connection.

Izra Izzuddin and the Marketing Communications & Sustainability team at Touch N’ Go eWallet with their Platinum Putra Brand Award.

What advice would you give to young women entering the marketing and communications space who aspire to leadership roles?

Own your voice. Don’t wait for permission to lead and start where you are. Speak up, even if it feels intimidating. Early in my career, I stayed silent in a meeting when I had a great idea and then someone else shared a similar thought minutes later and was praised for it. That taught me the cost of holding back.

Build your competence, yes, but also your confidence. And surround yourself with people who see your potential, even when you don’t. Leadership isn’t about job titles, it’s about courage, consistency, and the impact you create along the way. Just do what you need to do, make a change (begin with one), and touch hearts although the environment can be difficult.

Izra Izzuddin will be speaking at the Malaysian Marketing Conference Discovery Edition on May 9th. Learn more at https://marketingmagazine.com.my/cmo2025/

Presenting Sponsors are Ampersand Advisory, FCB SHOUT, GO Communications, GroupM, IPG Mediabrands and Moving Walls.