Terence Sasitheran
Corporate Communications Manager
Shah Alam, Selangor
Summary
Strategic and results-driven communications leader with over 12 years of experience in communication, marketing, and branding. Expertise in developing and executing high-impact strategies that enhance brand reputation, drive engagement, and support business objectives across diverse markets. Currently serving as Communications Advisor at BASF, providing strategic counsel to legal entities and businesses throughout Australia, New Zealand, and Hong Kong, while supporting key initiatives across the Asia Pacific region. Proven track record in stakeholder engagement, crisis communications, and organizational transformation underscores a commitment to driving business success and fostering positive community impact through active involvement with Rotary International.
Overview
20
20
years of professional experience
7
7
Certifications
4
4
Languages
Work History
Manager, Communications Advisory (Australia, New Zealand & Hong Kong)
BASF Asia-Pacific Service Centre
01.2024 - Current
- Strategic Campaign Delivery: Partnered with ANZ leaders to design and implement communication strategies that strengthened BASF’s brand reputation and external visibility across Australia, New Zealand, and Hong Kong.
- Digital Brand Engagement: Created and rolled out marketing campaigns, digital content, and brand storytelling across presentations, websites, and social media, praised for strengthening brand consistency and stakeholder engagement.
- Employee Engagement: Improved internal communications by modernising the ANZ monthly newsletter and delivering campaigns with Employee Resource Groups, resulting in stronger inclusivity and employee participation.
- Sales Enablement Support: Developed branding and customer-facing materials that enabled commercial teams to connect more effectively with customers, supporting business growth and alignment with market positioning.
- Press Release Development & Media Engagement: Drafted and coordinated press releases, media statements, and product announcements for multiple business units, ensuring messaging consistency and compliance with BASF’s corporate standards. Partnered with campaign managers and Porter Novelli to secure media coverage and interviews that amplified BASF’s voice in the market.
- Future of Work Contribution: Supported the Future of Work initiative for BASF Australia and New Zealand, providing communications leadership for move-management and employee transition activities, ensuring a smooth changeover and strong staff engagement.
- Recognition by Leadership: Received commendation from BASF APAC leaders for delivering high-impact projects that reinforced corporate communications excellence in the region.
Manager, Communications Advisory (Malaysia, Singapore & Service Hub KL)
BASF Asia-Pacific Service Centre
01.2020 - 01.2023
- Team & Regional Management: Managed the communications advisory team for Malaysia, Singapore, and the Service Hub KL, guiding branding, marketing, and stakeholder engagement across diverse business and service units.
- Sustainability & ESG Focus: Led sustainability communications on net zero, carbon reduction, and circular economy, building partnerships with NGOs and positioning BASF as a leader in corporate social responsibility and ESG initiatives.
- Media & Crisis Response: Acted as media liaison and managed crisis communications in line with BASF’s One Voice policy, ensuring consistent external messaging and safeguarding brand reputation.
- Transformation & Change Management: Drove communications for Global Business Services transformation projects, covering knowledge transfer, fit-gap processes, and change adoption across Malaysia and Singapore.
- Major Project Delivery: Spearheaded high-profile internal and external events, including the Service Hub KL office relocation, coordinating cross-functional teams and vendors to ensure successful execution.
- Future of Work Leadership: Played a pivotal role in BASF’s Future of Work programme, leading communications that supported smooth transitions and employee engagement during organisational change.
- AI & Digital Adoption: Championed the early use of Microsoft Copilot and AI tools in communications workflows, applying generative AI to support content drafting, campaign design, and reporting. Recognised internally for driving digital transformation and productivity gains within the communications function.
Senior Executive, Corporate Affairs
BASF PETRONAS Chemicals
01.2018 - 01.2019
- Cultural Transformation Leadership: Drove the rollout of the organisation’s new culture programme, designing and promoting initiatives that strengthened internal alignment and enhanced employee engagement across all levels.
- Internal Communications Tools: Developed and launched communication tools and cultural collaterals (lanyards, mouse pads, signage, branded apparel) to reinforce company values. Monitored impact and optimised usage to maximise effectiveness.
- Employee Engagement & Induction: Designed and implemented employee engagement activities and refreshed the induction programme to ensure new joiners aligned quickly with the organisation’s culture and performance expectations.
- Budget & Cost Efficiency: Administered budgets for cultural initiatives, identifying and implementing cost-saving measures without compromising programme quality or impact.
- Event Management & Roadshows: Coordinated and delivered divisional breakout sessions and roadshows, receiving recognition for outstanding organisation, logistics, and execution.
- Performance Management Integration: Co-developed “Doable Behaviours” descriptors for the Performance Management System, now adopted company-wide as a benchmark for employee behaviours and expectations.
- Stakeholder Engagement: Hosted and managed on-site visits with external stakeholders and the public, strengthening the company’s reputation, transparency, and relationships.
- Internal Communication Platforms: Oversaw internal communications platforms and e-publications, ensuring timely and effective distribution of corporate messages and updates.
- Media & Public Relations: Supported media engagement, PR agency coordination, and government relations, contributing to consistent external representation and reputation management.
- Speechwriting & Executive Support: Prepared speeches, talking points, and briefing materials for senior executives, ensuring clarity, alignment, and confidence in delivery.
- Sustainability & Crisis Communications: Assisted in developing the company’s annual sustainability report and supported crisis communication responses, contributing to transparent reporting and reputation protection.
Opportunity Creation Manager & Organizational Solutions Consultant
TMI Consultancy
01.2011 - 01.2018
- Business Growth & Account Management: Implemented marketing strategies and account expansion plans that drove new customer acquisition and increased revenue. Successfully managed key accounts across financial services, energy, and FMCG sectors.
- Client Relationship Management: Built and nurtured long-term partnerships with high-profile clients including Affin Bank, Averis, Accenture, Permanis (PepsiCo.), Petrofac, and Shell, ensuring client satisfaction and repeat engagements.
- Change Management & Organisational Development: Conducted training needs analysis, focus groups, and customer ethnography sessions that informed tailored culture change and customer service solutions. Successfully led the culture change process for Permanis (PepsiCo., now Etika Beverages), delivering measurable organisational impact.
- Branding & Marketing Initiatives: Directed branding, PR, and marketing campaigns in collaboration with media stakeholders, global offices, and PR agencies, driving stronger brand visibility and digital presence across platforms.
- CSR & Community Engagement: Initiated and managed CSR activities, including visits to charity homes and refugee centres. Designed engaging events with performances, games, and distribution of essentials, reinforcing the consultancy’s social impact and employer brand.
- CRM Development: Contributed to the creation of a comprehensive CRM ecosystem as part of a think-tank project, improving business intelligence, operational efficiency, and client tracking.
- Event & Special Project Leadership: Orchestrated a high-profile 9-day international conference in Kuala Lumpur attended by 150 delegates from TMI and TACK International. Recognised with the “Double Bagger of the Year” award for outstanding performance as the youngest member of the organising team.
Intern in the PR Department
Media Prima Berhad (8TV)
01.2009 - 01.2009
- Media Monitoring & Analysis: Conducted daily media monitoring and reporting, providing timely insights to senior management on coverage trends, competitor activity, and public sentiment.
- Press Release Development: Drafted, edited, and translated press releases for distribution to local and regional media, ensuring accuracy, cultural relevance, and alignment with corporate messaging.
- Event Coordination: Assisted in the planning and delivery of press conferences, media briefings, and large-scale events including the Shout Awards, Ultimate Power Group Finals, and Media Prima Berhad TV Raya Screenings, ensuring smooth logistics and positive media engagement.
- Stakeholder & Media Relations: Supported relationships with journalists and media partners, contributing to consistent brand presence and event coverage.
Customer Relations Officer
TGV Cinemas
01.2008 - 01.2009
- Customer Service & Support: Assisted patrons with ticket purchases, concession sales, and telephone bookings, ensuring smooth transactions and a positive customer experience.
- Issue Resolution: Handled customer queries and service recovery effectively, resolving issues quickly to maintain high levels of customer satisfaction.
- Sales & Upselling: Promoted and upsold concession items and special promotions, contributing to increased sales revenue.
- Operational Support: Coordinated with cinema staff to ensure efficient front-of-house operations, supporting seamless daily service delivery.
Assistant Line Leader
B.K.B Heave Products
01.2006 - 01.2006
- Production Supervision: Oversaw a semi-automated production line with local and foreign workers, ensuring smooth daily operations and adherence to schedules.
- Quality & Output Management: Monitored and maintained product quality and output levels, meeting daily production targets and company standards.
- Machinery Maintenance: Coordinated basic upkeep and troubleshooting of machinery, minimising downtime and supporting operational efficiency.
- Team Coordination: Supported a diverse team of line workers, fostering collaboration and productivity in a fast-paced manufacturing environment.
Education
Bachelor of Communication (Hons) - Public Relations
Universiti Tunku Abdul Rahman
01.2011
Diploma - Mechatronic Engineering
Maxwell College (P.I.E.T)
01.2006
Skills
- Strategic Communications & Branding
- Change Management & Transformation Communications
- Stakeholder & Media Relations
- Sustainability & ESG Communications
- Crisis & Issues Management
- Digital & AI-Enhanced Communications
Certification
Getting started with AI – Microsoft 365 Copilot
References
Azmi Yaakop (Mr.)
+60196251406
Manager and Mentor - BASF PETRONAS Chemicals
Koljit Singh (Mr.)
+60166087751
Manager and Mentor - BASF PETRONAS Chemicals
Susilan Kesavan (Mr.)
+60124531977
Colleague - BASF Asia-Pacific Service Centre
Affiliations
- Rotary International
Timeline
Getting started with AI – Microsoft 365 Copilot
01-2024
Manager, Communications Advisory (Australia, New Zealand & Hong Kong)
BASF Asia-Pacific Service Centre
01.2024 - Current
Manager, Communications Advisory (Malaysia, Singapore & Service Hub KL)
BASF Asia-Pacific Service Centre
01.2020 - 01.2023
Senior Executive, Corporate Affairs
BASF PETRONAS Chemicals
01.2018 - 01.2019
TACK Managing Salespeople Effectively Workshop
03-2016
TMI Personal Quality workshop
06-2015
“Selling the TACK Sales Value Proposition” Boot Camp in Shanghai
04-2014
Understanding and Communicating Across Generations workshop
02-2013
TMI One Star Award “Double Bagger of the Year” (An International Award to acknowledge inexhaustible commitment and stellar performance in supporting the business)
08-2012
TMI’s A Compliant is a Gift workshop (Customer Service & Service Recovery)
02-2011
Opportunity Creation Manager & Organizational Solutions Consultant
TMI Consultancy
01.2011 - 01.2018
Intern in the PR Department
Media Prima Berhad (8TV)
01.2009 - 01.2009
Customer Relations Officer
TGV Cinemas
01.2008 - 01.2009
Assistant Line Leader
B.K.B Heave Products
01.2006 - 01.2006
Diploma - Mechatronic Engineering
Maxwell College (P.I.E.T)
Bachelor of Communication (Hons) - Public Relations
Universiti Tunku Abdul Rahman
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