CEO Insights Magazine

Bintulu Port stands as a cornerstone of Malaysia’s maritime industry, playing a pivotal role in driving national trade, energy exports and regional connectivity. It encompasses port operations, shipping, offshore oil and gas services, and marine logistics. With strong government support through policies like the Malaysia Shipping Master Plan and the National Transport Policy, the Malaysian maritime industry continues to modernize, enhance port infrastructure, and embrace sustainability and digital transformation.

At the heart of this dynamic sector is Ruslan Abdul Ghani, the Chief Executive Officer of Bintulu Port Holdings Berhad (BPHB). Appointed in March 2023, Ruslan brings more than three decades of deep industry experience, having served with PETRONAS from 1990 until his retirement in 2022. He began his career as an engineer and rose through the ranks to become the Senior General Manager and Head of PETRONAS Carigali Sarawak Operations.

Throughout his career, Ruslan was posted to several challenging and high-stakes international locations, including Sudan, Dubai, Iraq, and Turkmenistan, where he served as CEO of PETRONAS Carigali’s operations based in Ashgabat. These experiences shaped his leadership approach and strengthened his belief that no challenge is too great when met with determination and teamwork. His guiding philosophy is rooted in resilience and collaboration, and he believes that if a team truly commits to a goal, no matter how ambitious, the world will somehow align to support it. Today, Ruslan leads BPHB with this mindset, steering one of Malaysia’s key ports toward continued growth and strategic relevance in the global maritime landscape.

What are the major challenges you have come across in the maritime industry? How are you finding solutions to address them?

Although my time in the port industry has been relatively short, I’m fortunate to have inherited a  capable and committed team. Their support has been instrumental in navigating early challenges and finding effective solutions together.

Like many other sectors, the maritime industry faces ongoing issues around operational efficiency, safety, rising costs, tight margins, and human capital. Beyond these, we also contend with the broader challenges of expanding the business, identifying new revenue streams, and mitigating the risks brought on by climate change. Much of our focus is dedicated to managing these complexities while staying agile in the face of constantly evolving global dynamics. Proactive planning, teamwork, and a forward-looking mindset are key to how we’re tackling these issues.

What are the strategies you deploy to enhance market presence and customer engagement?

Although Bintulu Port is the third largest port in Malaysia by throughput, over 50 million tonnes annually, our brand presence has room to grow. To strengthen it, we’ve actively participated in key conferences, seminars, and exhibitions. Recognizing the importance of customer engagement, we established a Customer Centric Centre as a one-stop hub to address customer needs efficiently. I also make it a priority to visit customers regularly, listen to their feedback, and explore ways to improve our services. 

Additionally, we created the Bintulu Port Foundation to enhance stakeholder engagement and structure our CSR efforts, reinforcing our role as a responsible, community-focused organization.

How do you drive digital transformation to stay on a competitive edge in the technology front?

When I joined Bintulu Port, one of my first priorities was establishing a dedicated digital department. At the time, our digital capabilities were minimal, but over the past two years, we’ve made significant progress. I'm proud of the milestones we've achieved, from implementing a facial recognition system and an autogate for cargo lorries to becoming the first port in Malaysia to use nested drones for security. We've also developed our own in-house ride-hailing app and are upgrading our Port Operating System to support full automation. These initiatives help us stay competitive and future-ready in a rapidly evolving industry.

How do you strike a balance between achieving business objectives and ensuring personal growth of employees?

For me, it starts with setting a clear direction and communicating it effectively across all levels. We introduced “HALATUJU 2050”, a long-term roadmap  that outlines our goals up to 2050. By getting everyone to understand, internalize, and take ownership of the targets and initiatives, we align individual roles with company objectives. When employees see how they contribute to the bigger picture, they also begin to recognize their own growth potential. Regular communication, engagement sessions, and open dialogues are essential. I truly value spending time with our people to ensure the right messages are delivered and everyone is on board.

Where do you aspire to be in the long run of your journey, moving forward?

Back when I was with PETRONAS, I believed oil and gas was my only path, I saw myself as a one-trick pony. But after 2.5 years as GCEO of Bintulu Port, I’ve come to realize that the core of leadership transcends industries. I’ve truly enjoyed my journey here, finding new purpose in driving efficiency, solving longstanding challenges, and setting a clear direction for the company. It’s been fulfilling to see the impact of my contributions. In many ways, I feel I’ve found my calling, and I look forward to continuing this meaningful work for the long run.

In light of your strong professional experience, what advice would you give to budding industry leaders to unlock corporate success?

While having a long-term vision with clear focus areas and measurable goals is essential, I believe success lies in paying close attention to the details, because the devil is in the details. I make it a point to take small, consistent steps to ensure improvements are sustainable and widespread. I often hear leaders say they should focus only on long-term goals and ignore the details, but I see this as an excuse, sometimes for laziness or inability. True leaders must not only guide but also coach and teach, which requires deep knowledge of the details. Leaders who understand the intricacies of their business can steer their companies more effectively toward success. 

Ruslan Abdul Ghani, Chief Executive Officer, Bintulu Port

Ruslan bin Abdul Ghani is the President/Group CEO of Bintulu Port Holdings Berhad. Appointed in 2023 and elevated in 2024, he brings over 32 years of Oil & Gas experience with PETRONAS. He has held key leadership roles in Malaysia and abroad, including Turkmenistan, Sudan, Dubai, and Iraq, successfully managing complex operations. His global insight and strategic leadership continue to propel BPHB’s transformation and growth