AusLeisure

Theme park developer and operator, Sim Leisure Group, has announced changes to its senior management and board of directors with new appointments to facilitate the group's expansion.

The appointments see Phil Whittaker promoted to the position of Chief Executive, succeeding founder and former Chief Executive Sim Choo Kheng.

Prior to this promotion, Whittaker served as strategic advisor to the Sim Leisure Group and more recently, as Commercial Director of the Group.

According to Sim Leisure Group, he carries with him more than 25 years of knowledge and expertise in developing, launching, managing and restructuring sales, marketing, commercial and operations to deliver growth in tourism and entertainment-related organisations in Singapore, Malaysia and Australia.

Whittaker explained that he is humbled to lead such a globally recognised and respected brand and build on the innovation and success that Kheng has achieved as one of the industry’s leisure entrepreneurs and operators, advising on his appointment "I would like to thank Sim and the team for their faith and trust in me as I continue to leverage my skills and experience to support and help to realise the ongoing expansion plans of the Sim Leisure Group.”

Meanwhile, with Whittaker's appointment, Sim will assume a new role as Executive Chairman where he will spearhead Sim Leisure Group's new product innovation. Additionally, he will oversee the group's strategic direction and expansion of Sim Leisure's brands, including the design and development of new projects locally and internationally, while liaising with key stakeholders.

Explaining his change of role, Sim stated “In many ways, these strategic appointments can be deemed a pivotal one in our mission to become the premier themed leisure company across the globe, as we train our targets and artillery on world domination.

“Those who know me can attest to the fact that I like to accomplish the impossible."

He added that he is extremely pleased to welcome Whittaker as Sim Leisure Group's new Chief Executive as part of its ambitious plans moving forward, adding "having worked closely with him, I have no doubt that his proven competency and prowess in the business will ably lead the Group, while taking it to new heights in line with our expansion.” 

In addition, Sim Leisure Group also appointed Eric Sho to the group's board of directors.

As an accountant and corporate controller by profession, Sho has accumulated vast experience in China.

According to Sim Leisure Group, it is planning to introduce greater industry representation on the board in the near future, as it seeks to lend their expertise and help champion the organisation's industry representation in several markets around the world.

Meanwhile, Sim Leisure Group recently appointed celebrity host and television presenter Baki Zainal as its first-ever brand ambassador in May. As part of the appointment, Zainal currently anchors and champions prominent brands under the group, including the group's proprietary ESCAPE brand of nature-inspired theme parks as well as KidZania KL.

According to Sim Leisure Group then, Baki is most known by his claim to fame as a multilingual TV host, where he can converse in English, Bahasa Melayu and Mandarin.

Image shows Phil Whittaker (left) and Sim Choo Kheng.

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