Datin Yasmin Ahmad Merican is a returnee to USA and was a former National Director at AFS Malaysia. She has had a successful business consulting career from communications through to programme management, business process and brand development. Following the successful branding of Techron Unleaded at Chevron, launching the industry’s first fuel brand in Malaysia, Yasmin joined Ernst & Young as a Director and later became the first female partner of EY Malaysia and also the first of two local partners seconded to the firms’ global consulting capability in the Asia Pacific region in the mid-1990s.
In 2000, she left EY to start her own brand consulting company, Trax Associates. This journey over the next 15 years included brand projects at a number of Malaysian institutions, such as Petronas, New Straits Times, and Agrobank. Yasmin wrote her book “The Right to Brand”; served as an industry advisor with the Monash School of Information Technology in Malaysia and recently the President of the Malaysian AEON Foundation between 2019 and 2021. She currently is a director on the board of AEON Credit Service (M) Berhad and fintech HelloGold. She holds an MBA in Strategic Marketing (Distinction) from the University of Hull, United Kingdom.
