Yogendra Thavakumar is the Group’s Vice President, Branding & Communications. His primary role is to oversee the branding and marketing communications of the Group and PETRA companies.
Prior to taking his current role at PETRA Group, Yogendra headed the Communications & Public Affairs Division at the Malaysia Deposit Insurance Corporation (PIDM) under the Ministry of Finance. He has, previously, headed the Communications departments of AIG Malaysia Berhad, Bursa Malaysia Berhad and was the head of Public Relations for Volkswagen Group Malaysia. Having started out his corporation communications career with the NAZA Group of Companies, Yogendra was previously a journalist, starting out with The New Straits Times Berhad and The Malay Mail, in various capacities from journalist until his last assignment as a News Editor.
In his career, he has successfully carried out re-branding campaigns for the Volkswagen brand, contributing to its sales growth and a strong perception of its philosophy and products in Malaysia.
He also contributed to initiating digital branding campaigns for Bursa Malaysia, project managing campaigns that attracted a younger audience to investing. He also successfully introduced digital campaigns for the AIG brand in Malaysia and PIDM, with a focus on digital initiatives to a younger audience.
He was previously the Deputy Convenor of the Public Relations and CSR sub-committee of the General Insurance Association of Malaysia (PIAM) that spearheaded the Bank Negara Malaysia’s Liberalisation of the Motor and Fire Tariff communications plan programme.