SIRIM appoints new GM of corporate relations

SIRIM, a government-owned company under the Ministry of Investment, Trade and Industry (MITI), has appointed Shanizar Ahmad Shahar (pictured) as its new general manager of corporate relations, reporting directly to the president and group chief executive officer.

SIRIM is as a technology solutions firm specialising in industrial research, technology development and commercialisation, certification, testing and inspection, and more.

Shanizar steps into the role with nearly 25 years of experience in communications, brand management, stakeholder engagement, events, and reputation building. She joins SIRIM from JLand Group, where she oversaw major rebranding initiatives and worked closely with senior leadership on high-profile campaigns and events as the GM of strategic comms and branding.

She first began her journey in communications as a manager at Malaysian Rating Corporation (MARC) where she stayed for six years, before moving on to becoming the internal communications manager at Scomi Group, a notable local oil & gas and transport solutions company.

Later, Shanizar had stints at InvestKL and Sapura Aero before stepping into leadership as head/director of strategic communications at the Federal Land Development Authority (FELDA). In 2022, she also spent under a year as deputy GM for corporate affairs at the East Coast Economic Region Development Council (ECERDC). 

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Reflecting on her time at JLand, Shanizar described it as “a truly enriching chapter” that strengthened her strategic skills and offered valuable exposure to world-class event executions and seasoned professionals. “I’m deeply thankful to the group managing director, the C-suites and colleagues who believed in me, supported me and made every challenge a learning opportunity,” she said.

Taking the helm at SIRIM carries personal significance for Shanizar, who describes the organisation as “part of the nation’s story.” She added, “Sometimes, the right opportunity comes when you’re truly ready, and I believe this is that moment for me. I’m not here to chase positions, I’m here to build something that lasts.”

With nearly 25 years of experience in communications, I want to lead with purpose and more importantly, give back.

Her communications expertise spans brand building, social media, internal communications, media relations, event management, and stakeholder engagement. She has led both lean and large teams across diverse age groups and backgrounds, and has managed events ranging from intimate staff briefings to national showcases officiated by ministers and the prime minister.

Currently, her vision for her new role centres on reinvigorating the corporate relations team with fresh purpose and forward-thinking energy. “In today’s world, relevance is never permanent. We must constantly earn our place by staying adaptable and forward-looking. And that means embracing change,” she explained.

Shanizar sees SIRIM as a brand that “touches the lives of every Malaysian” — from the safety labels on household appliances to the certification standards that safeguard homes, industries and the entire nation. “We’re not just certifying for safety and compliance; we’re providing assurance, innovation and building trust for the community and industries."

Looking ahead, Shanizar believes corporate communications is no longer just a support function, but a strategic pillar in any organisation, especially in an environment where “trust is currency and authenticity is everything.”

Audiences today are sharper, more informed and more demanding and rightly so.

To her, corporate comms shapes reputations, builds resilience and drives impact. "In times of uncertainty, it's the voice that reassures. In times of opportunity, it’s the voice that inspires," she said. Shanizar also cautioned against over-reliance on AI in content creation, urging communicators to maintain the “human touch” at the heart of their work.

“The future belongs to communicators who can balance technology with humanity,” she said. “Leadership in this field is not for the fainthearted. You have to keep moving forward. There will be challenges, but they make the journey meaningful.”

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