Nuraslina Zainal Abidin

Nuraslina brings with her over 18 years of experience in successful transformation and optimisation of business performance for major corporate organisations and conglomerates. Her penchant for strategic and analytical thinking enables her to navigate complex situations in identifying opportunities for major service recoveries and propel company-wide changes to improve their performances and turned them into top- notch industry players.

Nuraslina joined Theta Edge Berhad as Chief Transformation Officer in 2021, in which later she was appointed as Group Chief Executive Officer in the same year. Her main role is to lead and drive fundamental transformational change in Theta Edge Berhad, which entails the Business As Usual (BAU) transformation agenda, comprising five pillars, namely financial performance process optimisation, customer centric approach to customer engagement, human capital management and culture of the organization.

Nuraslina’s appointment demonstrated her pivotal role to drive the value creation pursuits of Theta Edge Berhad in the establishment of customer centric and solutioning capability which is complemented by other strategic moves not limited to optimising operational efficiency and stronger balance sheet of the company. The strategic move to invest in FinTech platforms strengthens her vision in transforming the Group to become the preferred digital provider in the market.

As an entrepreneur and technopreneur, she has received numerous accolades in recognition of her contributions and is one of the sought-after speakers on local and international speaking platforms – making her the formidable industry influencer globally and regionally.

Apart from her strategic visionary and transformational leadership in business growth and performance improvement, she is also recognised for her philanthropic activities. She introduced an inclusive community- based CSR programme, known as ‘Digitalising B40 Community Programme’ which focuses in bridging the digitalization gap of the educational landscape among Asnaf and B40 Community. She has also inspired Theta Edge to commence the Digital Masjid Programme, with the objective to improve efficient and transparent financial management for the Masjid.