Effie Goh (Toh-Hor) graduated with a Bachelor Degree in Commerce from the Nanyang University Singapore in 1974, with a 2-year fulltime Master Degree in Business Management (MBA) from the Asian Institute of Management (AIM) – (famed as the Havard University of the East).
She was one of the few ladies who earned her Master Degree in the 70’s, and the first lady with a Master Degree to join the Malaysia Tourism Industry in the 80’s. She was the first lady appointed as President and also the longest serving President of the AIM Alumni Club of Malaysia. She advocated continuous education for organization’s senior executives and has organized and facilitated many relevant training programs for financial institutions, government agencies and private corporations. In 1988, she was awarded the prestigious “Triple-A Award”; the highest recognition given by the Asian Institute of Management to its outstanding alumni.
She had helmed the marketing & sales department of the 700-room KL Merlin Hotel, and with her MBA entrepreneurial training she turned the losing concern hotel to a cash cow of the Hotel Group. Before the local banking institutions started introducing their credit card promotion in the 80’s, Effie Goh introduced innovative and aggressive marketing tactics which has tremendously increased the Credit Card Membership and micro Consumer Loans target of MBf Finance Bhd.
Effie Goh has worked with a British Company, the Malayan Thread Company, as its Brand Manager responsible for selecting the parent company’s branded clothing products for sale in the domestic market, as well as supervising designers in designing the right trending wears for local contract manufacturing and sales. Effie Goh was the General Manager cum Executive Director of Regateam Holdings which own the 2 largest communal transport companies in Kota Kinabalu and a fleet of more than 120 buses plying the city and various towns. She secured and expanded the companies’ customer base to include contractual transportation provider service within University Malaya Sabah (UMS), also rental of buses to travel agents.
In the beginning of the millennium, Effie Goh has been General Manager of the Property Management Division of Hokawai & Associates, a property consultancy and valuation surveyor, managed over seventy (70) condominiums and apartments in the Klang Valley, HR & Training Consultant for the Habib Jewels Group, Marketing & Sales Consultant for the Boustead Hotels & Resorts Group, and Strategic Business Development Director for Pacific World Travel.
Effie Goh has over 30 years of progressive supervisory and senior management experience served in domestic and overseas assignments in the field of general management, marketing and sales of the services industries. A versatile management professional and a creative problem solver adept at recognizing and developing profit potentials. Proficient in tactical marketing and sales, negotiation, contract development and administration, and strategic planning. She has served in the Council and Board of various trade, graduate and non-profit associations.