Exit interview: Mondelēz’s MY, SG, TH affairs lead signs off after 13 years

After more than a decade at Mondelēz International, Raja Zalina Raja Safran (pictured) is stepping down from her role as head of corporate and government affairs, Malaysia, Singapore and Thailand, closing a 13-year chapter defined by high-stakes challenges, relationship-building and team growth.

In conversation with A+M, Raja Zalina said that looking back, three moments stood out as the most meaningful. The first was navigating complex and often high-pressure situations, from the Cadbury halal-related issue in 2014, to the COVID-19 pandemic and periods of heightened public scrutiny.

“These were tough, high-pressure times, but they brought out the very best in me and my team,” she said, adding that despite being a small team, they tackled “big challenges together” across corporate communications and stakeholder engagement. “The teamwork, resilience, and quiet strength we showed is something I will carry with me always.”

Equally significant was the role her team played in building long-term trust with stakeholders. Over the years, Raja Zalina said the function went beyond communications to shaping narratives and bridging understanding between business, government and communities.

“Corporate and government affairs is ultimately about trust, and I’m proud of the credibility we built over time,” she said. “It didn’t happen overnight, but through consistency, transparency, and a strong commitment to doing the right thing.”

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Her third highlight was more personal - watching her team grow into leaders in their own right. “Watching my team step into leadership, both within and beyond the organisation, and gain confidence in their voice has been deeply fulfilling,” she added.

Raja Zalina first joined Mondelēz International in 2012, and had the additional market of Thailand added onto her Malaysia-Singapore cluster around 2024. Prior to joining the snacks company, she lead corporate communications at Konsortium Logistik, and had a five-and-a-half-year stint at Malaysian Agrifood Corporation (MAFC). 

Shaping narratives for lasting impact

Reflecting on what kept her at Mondelēz for over a decade, Raja Zalina pointed first to the brands, from Cadbury to Oreo and Twisties. "I mean, who wouldn’t love being surrounded by these iconic, delicious products every day?" But beyond that, it was the purpose-driven nature of the role and its constant evolution.

“No two days were ever the same, and that kept things exciting,” she said, adding:

It was the chance to make a real difference, to shape narratives, bridge understanding between business and communities, and create a lasting, positive impact.

She also highlighted initiatives such as Cadbury Kuih Raya Dari Hati (Raya desserts from the heart) and Mondelēz Trash Right as examples of programmes that extended beyond business into meaningful community engagement.

Still, she emphasised that it was ultimately the people who made the biggest difference. “The relationships built over the years made it far more than just a job, it became a shared journey full of learning, fun and purpose,” she said.

As she steps into retirement, Raja Zalina leaves her team with a simple but enduring piece of advice: “Always lead with both head and heart. Be strategic and authentic, and strive to turn good into great, but never lose sight of empathy, humility, and purpose.” She added; 

At the end of the day, it is the people and the relationships you nurture that will carry you through the toughest moments.

To her successor, Raja Zalina encouraged openness and adaptability. “Make this role your own in meaningful ways. Enjoy the ride. Stay open to learning from others, and don’t be afraid to explore new approaches,” she said, adding that Mondelēz offered a strong support system across its leadership and corporate affairs teams. “I will be quietly cheering you on from the sidelines.”

Her advice to young professionals

Looking at the broader industry, Raja Zalina noted that the communications landscape in Malaysia has become faster, more complex and increasingly visible, driven by digital and social media. “Narratives can shift in an instant, and expectations for transparency and authenticity are higher than ever,” she said, adding that communicators today are expected to play a more strategic role in navigating reputation, purpose and stakeholder expectations.

Her advice to young communicators is grounded in credibility and integrity. “Build credibility for the long term. People trust what others say about you and your organisation far more than what you say about yourself,” she said.

She also urged practitioners to stay informed, develop sound judgement, and consider the broader impact of their work. "In a fast-moving world, trust will always be your greatest asset.”

What you say, how you say it, and when you say it truly matters.

As she steps away from the full-time corporate life, Raja Zalina assured that her passion for policy dialogue, industry development and purposeful leadership remains strong. "I look forward to staying connected and contributing in new ways, either through board, advisory, or mentorship roles. The job status may have changed, but the purpose continues," she said. 

Be part of PR Asia Malaysia, 12 August 2026, for candid conversations and practical insights. Explore how opportunities can be found amidst uncertainties, as discovery becomes AI-shaped, regulations tighten, and scrutiny intensifies, communications now doubles down as a strategic infrastructure.

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