OuR TEAM

Here at GECB, our organizational leaders and experts are our greatest strength. With our team-based approach, cutting-edge methodology, and deep commitment to mentoring, guide and support, GECB offers tremendous career opportunities in the world of consulting.

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Meet The Team

Buspah Thiayagan

Partner

Agile, Project Management

Buspah is a seasoned project management and transformation professional with over 15 years of experience in multinational corporations across oil & gas, retail, logistics, and technology sectors. She has held key leadership roles including Head of ITIL Processes, Head of Global PMO, and Global Project Manager, managing regional and global teams. Her expertise includes automation transformation, process standardization, and enterprise project governance. She has also trained hundreds of professionals in project management and operational excellence. Currently a corporate trainer and consultant with GEConsult & Co, Buspah is a certified PMP, HRDF trainer, Six Sigma expert, and PhD candidate in Agile in OUM Malaysia.

Jonathan Nathan
Partner

AI & Automation Strategy

Jonathan Anthouan Nathan is a technology leader specializing in Agentic AI, automation, and digital transformation. At GEConsult & Co, he leads AI adoption initiatives, helping organizations translate emerging technologies into measurable operational and business impact. With professional experience spanning IBM, bolttech, Accenture, WWF-Malaysia, and Digi, Jonathan has led enterprise technology projects, intelligent automation initiatives, and agile product delivery across multiple industries. His expertise includes AI-driven workflow transformation, enterprise innovation strategy, and scalable digital solution development. Combining strategic thinking with hands-on technology execution, he supports organizations in accelerating innovation, improving efficiency, and building future-ready digital capabilities.

Kamal Areif
Senior Partner

Corporate Finance

Kamal Areif is a corporate finance and investment professional with more than 24 years of experience across corporate recovery, investment banking, venture capital, private equity, and public-listed companies. He is the former CEO of iPivot Sdn Bhd, a licensed Equity Crowdfunding (ECF) platform in Malaysia. Throughout his career, he has been involved in IPO exercises, investment structuring, fundraising, and portfolio management, with investments totaling approximately RM300 million across Malaysia and Southeast Asia.

He also led major corporate finance exercises involving Sukuk issuances up to RM700 million and fundraising facilities exceeding RM500 million. Kamal holds a First Class Finance degree and a postgraduate qualification in Applied Finance.

Puan Nurafida Ayu
Chairman

Puan Nurafida Ayu is a seasoned Bumiputera entrepreneur with nearly two decades of experience in business development and government-linked projects across Malaysia. She has been actively involved in delivering strategic initiatives spanning ICT infrastructure, security systems, and technology-enabled solutions for both public and private sector stakeholders. Known for her strong stakeholder management capabilities and practical execution approach, she has built extensive experience navigating complex project environments and institutional collaborations. As Non-Executive Chairman of GEConsult & Co, Puan Nurafida brings valuable commercial insight, strategic relationships, and governance perspectives that support the firm’s continued growth in business transformation, advisory, and cross-sector strategic initiatives.

Prof Dr Fred Wu

Managing Partner

Corporate Strategy, M&A

Prof Dr. Fred is the Co-founder and CEO of GEConsult & Co, with over 20 years of experience in business consulting, corporate strategy, and investment advisory across Malaysia and the ASEAN region. Throughout his career, he has advised reputable organizations and public-listed companies including Brahim’s SATS, TNB, HHRG, and Artroniq on business growth, corporate restructuring, M&A, and cross-border project financing initiatives.

Dr. Fred has also served as a judge and evaluator for enterprise and innovation competitions organized by institutions such as Alibaba Cloud, NASA Space Apps Challenge, and Universiti Malaya. Today, he actively advises corporations on AI strategy, digital transformation, and AI deployment frameworks to enhance decision-making, operational efficiency, and long-term business competitiveness.

Jocelyn Choo
Senior Partner

Culture & Change

With over two decades of experience across human capital, organizational development, and employee engagement, Jocelyn Choo has led People and HR functions for prominent Malaysian corporations spanning manufacturing, property, construction, finance, education, hospitality, and insurance sectors. Her leadership journey includes organizations such as MBF, Southern Steel Berhad, Sri Hartamas Berhad, Tune Protect, Nexus Karambunai Golf Resort, AXA AFFIN Life Insurance, and HSBC Amanah Takaful.

Known for her people-centric leadership approach, Jocelyn specializes in workforce development, HR policy transformation, and organizational culture enhancement. She holds a Bachelor’s Degree in Sociology from National Taiwan University alongside CFP, fChFP, and RFP professional credentials.

SEBAB Associate

Aiman

Suren

Yee Leen

Yun Xin

Trinity

Shin Yi

Dina

Charity

Mary

Sharon