CEO Insights Magazine

There are some individuals whose journey mirrors the skylines they help shape; rising steadily, grounded in purpose, and defined by vision. They are the quiet architects of progress, the kind who see beyond blueprints and balance sheets to imagine what a nation could become.

For them, change is not merely a destination but a promise to make everything around them better; people, places, and possibilities. One such visionary is Hafiidz Amer, Chief Strategy Officer, Exchange 106, the beacon of renewed ambition of Malaysia in the Tun Razak Exchange International Financial Centre (TRX) of Kuala Lumpur.

Hafiidz entered the professional world armed with a bachelor’s degree in Civil Engineering, started his career as a Geomatics Engineer in Melbourne, where he accumulated technical knowledge that formed the foundation of his strategic thinking.

Being a scholar at Sime Darby Property, the early years of his life were characterized by precision, discipline, and ambitions to understand the details of engineering excellence. Over the next 20 years, he moved into the corporate sphere, where his fascination with organizations developed into a strong aptitude for strategy.

Today, as the Chief Strategy Officer of Exchange 106, Hafiidz leads the company’s corporate turnaround, governance alignment, and digital transformation. During his tenure, Exchange 106 has experienced 2.6x EBITDA growth, an increase in tenancy from 40 percent to 75 percent and the addition of over RM1.5 billion in enterprise value.

This growth aligns with Hafiidz’s guiding philosophy that strategy succeeds when culture, clarity and capability are in the right direction.

In an engaging conversation, Hafiidz talks about his impactful professional journey and leadership insights.

What are some latest strategic plans that you have adopted to expand to engage new audiences in the market?

I joined Exchange 106 in February 2024 to lead its turnaround and transformation. We launched Project Vanguard, a five-year roadmap focused on recovery, stability, and sustainability. The target was to achieve 70 percent tenancy by 2025, financial independence by 2026, stronger governance, and operational excellence.

Key initiatives include Project Next, which is pushing the company to become digital-centric with the use of cloud-based technology, and Project Prosper, which is rebranding Exchange 106 as an international landmark under the slogan of “Local Heart, Global Heights”.

How do you guide your team to identify growth opportunities in the market to ensure that the company is progressing at a stable pace?

My leadership approach is inspired by Roger Martin’s “Playing to Win,” which focuses on competing to win, not just to participate. We apply this through five principles: clear aspiration, defined play area, winning strategy, disciplined execution, and a winning culture.

Our framework blends clarity, curiosity, and capability, driving teamwork through cross-functional task forces and weekly sprints. In essence, great strategy, flawless execution, and a strong culture fuel sustainable, value-driven growth.

How do you navigate ongoing market changes, including regulatory shifts and technological advancements?

Today’s VUCA environment is marked by volatility, uncertainty, complexity, and ambiguity. As a counter, we have embedded agility and resilience in our culture. We adopt an “always-on strategy” approach, ensuring continuous alignment with market dynamics through real-time monitoring and adaptive planning.

Our 90-day strategic sprints allow us to review KPIs, market signals, and funding metrics regularly, enabling quick responses to emerging challenges. We leverage data-oriented decision-making, which is supported by built-in BI dashboards within our ERP systems. We are not out to predict the future, rather to create it - by remaining flexible, focused and strategically proactive.

Which values or traits define your leadership approach?

My leadership philosophy blends servant and situational leadership. As a servant-leader, I emphasize service, stewardship, and spiritual grounding. As a situational leader, I adapt to context; leading from the front, back, or center as needed.

My leadership brand demonstrates four archetypes - Pathfinder, Architect, Needle Mover, and Trailblazer, with each of them being concentrated on clarity, alignment, and momentum to help achieve collective success.

What is the next chapter in your professional journey?

Our future roadmap, Project Majestic 2030, envisions transforming Exchange 106 from an asset-heavy operator into an asset-light, portfolio-managed enterprise. Building on the success of Project Vanguard, we are focused on achieving scale, institutionalization, and long-term value creation. Inspired by Maple Tree of Singapore, the plan combines operational excellence based on ESG with capital management to create a recurring income platform and compounding enterprise value.

What advice would you like to share for budding industry leaders?

Over my 20-year leadership journey, I’ve learned three key principles. First, to stay curious, not comfortable. Every challenge must be seen as an opportunity to innovate and turn adversity into advantage. Second, to create capabilities, systems, and true connections with partners. And third, to concentrate on compounding impact, doing fewer things better and always to build long-lasting value, since authenticity is the highest form of strategic strength.

Hafiidz Amer, Chief Strategy Officer, Exchange 106, TRX

Hafiidz is steering Malaysia’s iconic skyscraper toward a new era of transformation, strategic growth, and value creation through visionary leadership and operational excellence.

Hobbies: Running, Explore New Cities, Reading 

Favorite Cuisines: Steak, Sushi, Ramen

Favourite Book: “Playing to Win” by Roger Martin

Favorite Travel Destination: Japan

Awards and Recognitions:

Awarded by PropertyGuru for “Most In-Demand Office 2025”

Recognized as one of the most iconic and innovative skyscrapers in Malaysia.