Mohamad Shukor bin Ariffin, aged 49, male, a Malaysian, joined Big Tree in 2004 as Manager, Corporate Affairs and Business Development. Shukor has demonstrated strong leadership and contributed significantly towards the company’s rapid growth to become Malaysia’s leading Outof-Home (“OOH”) Advertising Solutions provider. He was later promoted to the position of General Manager, Business Development and Corporate Planning in September 2009 and then became General Manager of Operations in October 2011. In June 2017, he was made Chief Operating Officer. He was appointed as the Chief Executive Officer of Big Tree on 16 November 2017.

An advocate for the utilisation of the latest technologies, Shukor revolutionised the Malaysian OOH industry and Big Tree’s offerings by bridging the experience of OOH media with online capabilities, extending reach, impact and recall. He has also been responsible in managing and developing activities concerned with the production of cutting-edge media formats that allow advertisers to not only reach consumers effectively but also cascade brand messages in the best possible way. Big Tree has significantly transformed the conventional advertising panels into those that utilise digital screens, halo panels, ambient media, retail displays and many other formats. At Big Tree, Shukor led several key projects for the company which includes the implementation of OOH advertising solutions for the Malaysian Mass Rapid Transit (“MRT”) and Light Rapid Transit (“LRT”) lines. The transit lines are utilised by over 500,000 commuters daily and are essential for advertisers reaching the lucrative and young demographics.

Shukor graduated from the University of Bradford, United Kingdom, with a Bachelor of Science (Honours) in Economics. His other appointments prior to Big Tree include PLUS Malaysia Berhad and Azlan & Associates Consulting.

He sits on the Board of Big Tree.

Other than as disclosed, he does not have any family relationship with any Directors and/or major shareholders of Media Prima. He has no personal interest in any business arrangements involving Media Prima. He has no convictions for any offences within the past five years.