In today’s highly volatile work environment, the career and academic pathways of most professionals do not always converge.  He graduated with honours in Marketing (Bachelor of Science) from Clarkson University in Potsdam, New York in 1997 and got his feet wet almost immediately as a Brand Executive for over-the-counter products such as Provite and Proviton at UPHA Pharmaceutical. He honed his skills as a team leader working in various support departments, ranging from sales, research and development, customer service, and warehouse operations.

During his tenure at UPHA, Affendy successfully launched eight over-the-counter products under the Provite banner, which spurred a double-digit growth for the brands under his supervision.

Within a year, Affendy joined the big league – Nestle Products – as Brand Manager (Beverage Division) overseeing the Nescafe premium coffee brands, Milo, Nestle juices, and Nestomalt. At Nestle, Affendy set new career benchmarks as project manager for Café Nescafe in universities, helped develop the Nestle Liquid Drinks business strategy, and successfully launched the Nescafe Premium and Super Premium coffee range in Malaysia and Singapore.

The rewards of his hard work paid off with a double-digit growth for the Nescafe Premium coffee range. Following various training stints in Korea, Dubai and Switzerland, Affendy was recognised and awarded the Outstanding Business Leadership for Young Managers.

In 2004, Affendy joined Temporal Brand Consulting as Senior Brand Consultant and Office Manager headlining consultancy projects for a diverse assortment of clients including Malayan Flour Mills, Opus plc, National Space Agency, World Trade Centre (Dubai), IBTC (Myanmar), EGAT (Thailand) and several SMEs in Malaysia and Singapore.

At Innergia Group International Sdn. Bhd., Affendy is the executive director and also the Group CEO responsible in crafting the strategic management and operations. His strategic and tactical approaches has help IGI to create strong market presence in the internet services industry in Malaysia.


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