Niney Chong — Executive Coach, AI Transformation Strategist & Regional Brand Strategist

Connect with Niney

EXECUTIVE COACHING · AI TRANSFORMATION · REGIONAL BRAND STRATEGY

Lead with Heart. Scale with AI.

Niney Chong helps executives sharpen their presence, enterprises turn data into revenue, regional brands earn national attention, and women leaders build unshakeable confidence — by fusing emotional intelligence with practical, safe AI activation.

"Where self-love sparks momentum, leadership drives purpose, and aspirations transform into achievements — welcome to a space where growth begins."

UN Forum Global Scholar 2024 · Principal Industry Coach, UiTM IBE (2025–2028) · Certified Woman Director · Based in PJ, Fully Mobile Across East & West Malaysia · 15,000+ Leaders Impacted

Credibility & Authority

You don't have to take my word for it. Take the paper trail.

Institutional Appointments & Certifications

• Principal Industry Coach, Institute of Business Excellence (IBE) of Universiti Teknologi MARA (UiTM), Shah Alam — July 2025
• Fully Funded UN Forum Global Scholar, United Nations SDG Global Scholars Program — 2024
• Certified Woman Director, Malaysian Directors Academy for Public Listed Companies — 2013–2017
• flowprofiler® Certified Interpreter (Level 1 & 2), British Psychological Society
• Certified Professional Image Styling Consultant, Global University of Life-Long Learning — 2016
• BBA, HELP University, Kuala Lumpur

Global Honors

• Malaysia's Woman Leadership Award — 2019 & 2022
• Top 3, Social Enterprise Accelerator, Hong Long Foundation — 2024
• Malaysia's 100 Most Inspirational LinkedIn Icons — 2020
• Most Influential Global Marketing Leader Award — 2019
• SCENIC Honourable Mention, Sabah Creative Economy & Innovation Centre — 2021

Civic & Board Leadership

Exco & Charter Board Member, Sabah Social Entrepreneurs & Eco Development (SEED) — 2022–Present · Program Producer, SURE Boleh — 2020 · Co-Founder, Mompreneur Asia — 2018–Present · Founder, Lean In Sabah — 2017–2019 · Exco Member, SWEPA — 2012–2018 · Charter Member, Rotary Club Kota Kinabalu Pearl — 2015–2017

Trusted Corporate & Institutional Partners

Maybank Trustees Berhad · IQI Global · MDEC · SEDCO · HRD Corp · JHEWA Sabah · LPPKN · SEED Sabah · Hubert Burda Media Group

The 2030 Mission & Quantified Impact

Mission Statement

"To empower 10,000 Malaysian women to lead confidently with AI fluency by 2030 — blending authentic holistic development with groundbreaking technological innovation."

Track Record

• 15,000+ Professionals Transformed: High-yield corporate training, executive coaching, and talent development, delivered globally
• 3,000+ Executive Personal Brands: C-suite branding transformations, built over 6 years of proprietary digital image architecture
• 3,000+ Startups & SMEs Enabled: Coached and digitally enabled through Ministry Of Marketing.Asia's virtual platforms during MCO lockdowns
• 1,200+ Women Leaders Coached: Direct mentorship across corporate, social enterprise, and public sector leadership
• 1,000+ D2C Businesses Automated: Conversational AI sales and lead funnels deployed via Chatbot Malaysia / YesHello
• 400+ Active Advocates: Community members in the Womentum social enterprise — Top 3, Hong Leong Foundation Accelerator
• RM5.2M+ Operations Scaled: Multi-million ringgit operations managed as CEO of BAYU PLT, Sabah's largest soft-skills training provider
• 500+ Health Interventions: Mobile mammograms, 300+ HPV vaccination doses, and screenings delivered to B40 women across Sabah

Four Core Service Pillars

Pillar I — Empowerment (For Women & Emerging Leaders)

"Empowering individuals and communities to rise stronger." Here's the gap this pillar closes: two-thirds of women still carry the unpaid care load. 30% of women leaders considered quitting during the pandemic. Only 29% hold senior management roles. Just 8% of Fortune 500 CEOs are women. And only 35% feel confident using AI. That's not a coincidence — it's a system. This pillar is built to break it.

• The HEART Initiative — statewide health, mental wellness, and economic empowerment roadshows across Sabah, directed with SEED and JHEWA
• LeadHERship Accelerator — a 2-day intensive: Day 1 goes deep on EQ, state progression, flow, and beginner AI; Day 2 activates it with resilience and innovation frameworks
• HEART to Thrive: AI-Powered Women Leaders Program — a 2-session online program with SEED and JHEWA, pairing EQ self-awareness with hands-on Gemini and Google Docs prompt engineering
• Womentum — an active-lifestyle community across 5 wellness pillars: Body Empowerment, Emotional Care, Cognitive Fitness, Hormonal Healing, Vigorous Lifestyle

Pillar II — Branding & Presence (For Executives & Public Figures)

"Building purposeful identities and impactful presence." The V-O-I-C-E Framework:

• V — Values: Root your brand in truth, self-awareness, and authentic alignment
• O — Outcomes: Define your strategic positioning and measurable career milestones
• I — Influence: Build digital authority, thought leadership, and strategic networks
• C — Courage: Own your visibility, speaking, and narrative
• E — Expression: Polish your signature image and multi-platform media presence

Pillar III — Momentum & Enterprise Advisory (For Enterprises & Government)

"Creating momentum for impactful leadership and growth." Built for CMOs, Chief Strategy Officers, CSR Directors, and Directors of Strategic Partnerships & Growth — anyone whose job is turning a legacy operation into a modern one, fast.

• Data-to-Revenue Transformation — unlocking legacy databases and financing books to drive active digital product adoption
• Zero-PII Generative AI Activation — safe-harbor prompt engineering that builds targeted campaigns without exposing customer data
• GTM & Automation Architecture — automated acquisition funnels, CRM integration, conversational AI workflows
• Custom Corporate Training — EQ at the workplace, growth vs. fixed mindset, decision-making under pressure, power negotiation

Proven in the field: Direct strategic advisory to VPs and CEOs at Maybank Trustees Berhad and IQI Global — modernizing legacy marketing into automated digital pathways, from a traditional Sabah sewerage company to training providers scaling internationally. Co-founder of Chatbot Malaysia (rebranded YesHello, later acquired by Dotlines Group), which deployed conversational AI for 1,000+ businesses, MDEC, and Hubert Burda Media Group.

Pillar IV — Brand Strategy & PR Impact (For Regional Brands & HNW Positioning)

"Elevating regional brands through strategic PR and high-impact positioning." Built for organizations that need real influence in East Malaysia — not a Kuala Lumpur playbook copy-pasted onto Sabah.

• Strategic PR Campaign Leadership across East Malaysia
• High-Net-Worth Audience & Event PR Architecture — designing high-trust experiences for HNW rooms
• Regional Network Mobilization — access built over a decade of Sabah civic and industry leadership
• Cause-Driven Social Impact Marketing — converting CSR spend into real brand equity

Social Impact & Community Transformation

Catalyzing Statewide Healthcare, Wellness & Economic Empowerment

The HEART Initiative: Health, Empowerment, Aspiration & Resilience for Transformation — conceived and directed by Niney as an Exco member of SEED, alongside JHEWA as key partner, under the banner "Harmonizing Health & Wellbeing for Women Entrepreneurs."

Launched at Hilton Kota Kinabalu (Aug 2024), scaling into statewide roadshows at Hilton KK and Dewan Seri Sulaman.

Healthcare Delivered: LPPKN mobile mammogram buses, 300+ HPV vaccination doses via Carepoint Borneo, with Hospital UMS, National Cancer Society Malaysia, ANDANTE Foundation, Sabah State Health Department, Lions Club KK City, and Rotary Club KK Pearl.

Financial Wellness: Co-hosted financial literacy sessions with Maybank Trustees Berhad and Maybank Private Wealth, via Social Entrepreneurs & Eco Development (SEED).

What's Next: Quarterly statewide roadshows, a digital mental health support platform, expanded B40 financial empowerment, and a formal HEART Alumni Network.

Womentum (Women in Momentum)

Founded February 2021. Top 3 Winner, Hong Leong Foundation Social Enterprise Accelerator (2024). 400+ registered advocates active across Clubhouse, LinkedIn Audio, Telegram Audio, and IG Live — five wellness pillars, one growing movement.

Connect with Niney via Linktree

The "Set Myself Up to Win" Framework

A Framework Built on Research, Proven in the Field

Grounded in Cognitive-Behavioral Therapy and Emotional Intelligence: 75% of women leaders report severe stress and burnout, and over 50% feel unfulfilled from neglecting their own needs. You cannot lead from empty. That's the whole premise.

• 1. Make Self-Love a Priority: You cannot pour from an empty cup
• 2. Start with Truth: Facing reality keeps your values aligned
• 3. Explore Who I Am: Non-negotiable quiet reflection
• 4. Understand Myself: Deep emotional self-awareness
• 5. Embrace & Learn from Mistakes: Lessons, not failure markers
• 6. Accept Myself Fully: Unconditional self-acceptance
• 7. Do the Work: Discipline for sustained growth
• 8. Plan & Set Myself Up to Win: Intentional, strategic daily action
• 9. Care for My Body and Mind: Health is your primary asset for flow
• 10. Focus Energy on What Matters: Eliminate high-stress distractions
• 11. Create Holistic Happiness: Balance in mind, body, and spirit
• 12. Leverage Technology to Thrive: AI as an ally for mental space and impact

The Resilience & Flow Philosophy

"I've learned that my resilience is built on clarity. When I have a clear purpose, my brain gets into strategic mode and I become a powerhouse. This excites me and moves me toward a state of flow. I embrace this excitement and keep moving forward toward my aspirations!"

Operating Philosophy: "A Jack of All Trades Is a Master of None — But Oftentimes Better Than a Master of One."

About Niney

Legal Name: Shareeny Chong Yun Li Binti Syahrin Chong (Niney Chong) — Visionary Social Impact Strategist, Executive Leader, Multi-Award-Winning Mompreneur, Self-Love Maestro, C-Suite Corporate Advisor, Certified Woman Director, Principal Industry Coach (UiTM), and UN SDG Global Scholar.

At 17, Niney was answering phones as a receptionist at the New Sabah Times. Within a few months she was the youngest journalist in the Sabah Journalist Association, writing the "ActionLine" column — and separately, promoted from Membership Consultant to Manager at Fitness First Malaysia in under a quarter. The pattern was already clear: given a foot in the door, Niney doesn't wait to be handed the next step. She went straight into full-time entrepreneurship next.

Building the Institution — BAYU PLT (2009–Present)

She founded and scaled Sabah's largest soft-skills training provider under the motto "A Sabahan Vision for Her People," running multi-million-ringgit operations on automated workflows, and winning major corporate and government contracts nationwide.

Into the Frontier — Chatbot Malaysia / YesHello (2017–2020)

With Carliff Rizal Carleel, she co-founded Malaysia's conversational AI ecosystem, deploying AI sales and lead funnels for 1,000+ businesses, MDEC, and Hubert Burda Media Group — before YesHello's growth and acquisition by Dotlines Group.

Answering the Crisis — Ministry Of Marketing.Asia (2020–Present)

Launched during MCO lockdown, this venture brought virtual digital enablement to 3,000+ startups and SMEs, in partnership with MDEC, SEDCO, HRD Corp, and Astro AWANI.

Where She Sits Today

Principal Industry Coach at UiTM's Institute of Business Excellence (2025–2028), Exco Board Member of SEED, and UN SDG Global Scholar. Based in Petaling Jaya, Selangor — fully mobile across East and West Malaysia. Still building, still coaching, still asking what comes next.

Media & Voice

"As a regular face and voice in Malaysian mainstream media, I speak my truth and champion what truly matters, using the power of storytelling to amplify voices, spark meaningful change, and inspire hope for the people."

• Astro AWANI Prime-Time Broadcast Analyst: Strategic commentary on National Budgets (2023, 2024), Nationwide Unity Campaigns, Maaf Zahir & Batin Campaigns, the GE15 Result Finale, and Sabah State Election 2025, as "Voice of the People"
• HEART Podcast Series (Seasons 1 & 2): Host of a digital storytelling series on mental health, entrepreneurship, motherhood, leadership, and resilience
• Featured In: PRESTIGE Magazine (Burda Media, on Womentum), MakChic ("Mompreneur Asia Empowering Entrepreneurial Women"), Daily Express ("Business Mums Can Help Sabah's Economy")

Training & Advisory Catalog

Focus Area & Signature Modules

• Leadership & EQ: Leading with Hearts & Minds (Herzberg's Motivation Model) · Impactful Communication for C-Suite · Strategic Decision-Making (SWOT, PEST, Matrix Models) · Growth Mindset vs. Fixed Mindset · EQ at Workplace & Emotional Resilience · Leadership Styles & Culture Alignment
• Executive Presence & Personal Brand: Purposeful Presence Executive Coaching · The V-O-I-C-E Framework · Personal Brand for Managers & Workplace · Personal Branding for Sales Professionals & SMEs · "How to Be Paid to Be Yourself"
• Enterprise Strategy & AI Activation: Flow State & Optimal Performance Activation · Power Negotiation (Win-Win-Win Frameworks) · Social Impact & CSR Marketing Strategy · Zero-PII Generative AI Workflow Activation · Collaborative & Profitable Sales Architecture
• Regional Brand Strategy & PR: Regional PR & High-Impact Positioning for East Malaysia Brands · HNW Audience Engagement & Event PR Architecture · Cause-Driven Marketing & Social Impact Storytelling