Latifah Mohamed Yusof has been with Astro for over 20 years, with a two-year secondment to the position of CFO of Astro GS Shop Sdn Bhd (AGSB), a joint-venture company between Astro Malaysia Holdings Berhad and GS Home Shopping Inc. of Korea. Prior to this she held roles as the Group Finance Assistant Manager at UMW Corporation Sdn Bhd, a Finance Executive at UMW Toyota Motor Sdn Bhd, and an Audit Assistant at Coopers & Lybrand. To say she has spent her career dedicated to finance is an understatement.
Latifah began her journey at the University of Bath in the UK, where she received her Bachelor of Science (Hons) in Economics. She later gained a Certificate in Business Accounting from the Chartered Institute of Management Accountants (CIMA). She is also a member of the Harvard Business School Alumni Club of Malaysia.
In the 18 months that she was seconded to AGSB, Malaysia’s leading home-shopping channel, Latifah oversaw a team of ten and according to her CEO from that time, Dato’ Rozalila Abdul Rahman, she “contributed relentlessly in building a strong team and a solid foundation, providing strong leadership in the areas of business planning and market intelligence, finance, legal and regulatory compliance.” Dato’ Rozalila cites Latifah’s role as CFO as “playing an instrumental role in managing the company’s cash flow and prudent spending against budget”, as one of the contributing factors that facilitated its successful start-up years.
As part of the pioneering team, Latifah established AGSB’s accounting systems interfaces between AGSB’s customer relationship management system – adopted from Korea – to SAP, as well as taking on the additional responsibilities that came with a start-up company, whilst simultaneously performing all the functions of a financial controller.
Now, back in her role as Group Treasurer for Astro, Latifah oversees five departments with a total of 34 staff, 27 of which are female. During this time, she has transformed the treasury department, and has been instrumental in the group’s debt push-down exercise, arranging for over RM650m (approximately US$155m) of the holding company’s debt to be pre-paid three years in advance.