Mr. Lim brings over a decade of experience in marketing, operations, and strategic leadership across industries. Mr. Lim's career began at Senheng Electric (KL) Sdn Bhd in 2011, where he progressed through leadership roles encompassing marketing, merchandising, customer loyalty and big data, training and development, and recruitment up until 2019. He then served as Chief Operating Officer at SH Retail Academy Sdn Bhd until 2021, specialising in upskilling and digital transformation for Malaysian SMEs in the retail sector. From 2021 until July 2025, he served Chief Marketing and Strategy Officer at S Ecosystem (M) Sdn Bhd, spearheading the transformation of the Senheng App into a comprehensive loyalty rewards platform, fostering customer loyalty and engagement across multiple industries. Currently he is the Corporate Strategy Officer at Senheng Electric (KL) Sdn Bhd, where his main role is to identify, align, and drive cross-functional efficiencies and business objectives with levels of the management team. He is also tasked on projects as assigned by the Managing Director. Mr Lim has also served at Purple League (M) Sdn Bhd from 2014 to 2023 as Director, the organiser of Malaysia's first professional badminton league, with the players and participation of more than 15 countries, and which is broadcasted in more than 10 countries. The league is sanctioned by the Badminton Association of Malaysia and the Badminton World Federation. The league is supported by the Youth and Sports Ministry of Malaysia. Mr Lim has also served at Petsmore Sdn Bhd from 2018 to 2019 as Executive Assistant to the COO, Malaysia's pets' retail store which carries a variety of domestic pet goods including consumables and household. Petsmore Sdn Bhd also provides grooming services and pet boarding services throughout their outlets.
