Azhar Adam continues his impressive transformation and leadership journey as he takes on the role of Transformation & Strategy PMO at CelcomDigi. This appointment reflects more than a decade of experience in business transformation, strategic planning, program management, customer experience, and organizational integration within Malaysia’s telecommunications industry.
In his current role, Azhar oversees a portfolio of high-impact transformation and integration initiatives, focusing on harmonizing services, processes, customer touchpoints, resources, and market strategies across the organization. He plays a critical role in supporting CelcomDigi’s Post-Merger Integration (PMI) agenda while driving operational excellence and long-term strategic outcomes. Working closely with stakeholders and senior leadership, he provides strategic guidance to ensure the successful execution of complex enterprise-wide initiatives.
Before this role, Azhar spent over eleven years with Celcom Axiata Berhad, where he held several key leadership positions across transformation, strategy, retail operations, and customer experience. As part of the GTM Program Management & Business Transformation function, he served as a strategic partner to CXOs and senior leaders, acting in a Chief of Staff capacity to drive enterprise-wide transformation initiatives, organizational alignment, and cross-functional execution.
Earlier, he led the development of Celcom’s Omni Channel Target Operating Model as a Product Owner, helping establish a centralized product management framework that enhanced customer experiences across multiple touchpoints while supporting the company’s digital transformation journey.
His experience also includes leading Retail Strategy & Planning, where he collaborated across business functions to shape the future direction of Celcom’s retail ecosystem and customer engagement strategies. In addition, he managed Product Brand Marketing, Touch-Point Retail Strategy & Operations, developing impactful marketing programs and growth initiatives that contributed to business performance and customer acquisition objectives.
Before joining Celcom, Azhar gained valuable commercial and business development experience with NGroup Sdn Bhd, where he focused on customer retention, affiliation programs, and growth-driven marketing initiatives. He began his professional career with Swift Logistic Sdn Bhd, building foundational operational and business management expertise.
With a strong background spanning telecommunications, business transformation, customer experience, strategic planning, and post-merger integration, Azhar Adam continues to play a pivotal role in shaping the future of one of Malaysia’s leading digital telecommunications organizations.