KUALA LUMPUR (April 8): Perak Transit Bhd (KL:PTRANS) has appointed Jeffrey Cheong Mun Kwong as its new deputy executive director.

In a statement on Wednesday, the transport and terminal operator said Cheong will lead initiatives aimed at integrating retail and digital commerce elements into existing infrastructure.

Cheong is co-founder and chief executive officer of skincare-focused CLEF Group (or known as CLEF Beauty), where he specialised in retail and e-commerce.

He also has eight years of experience in the oil and gas sector with ExxonMobil, where he was involved in operations, supply chain and logistics. Cheong holds a master’s in civil engineering from the University of Nottingham, UK.

Perak Transit said Cheong is expected to focus on digitalisation and operational improvements across the group’s terminal network, including efforts to enhance efficiency, data utilisation and asset optimisation, according to the statement.

It added that this would turn the group’s terminals into live commerce and lifestyle hubs.

“This transformation will be supported by continuous operational optimisation and sustainable practices, ensuring long-term resilience and efficient resource management,” said Perak Transit.

The group said these initiatives would not only strengthen its business model, but also support the broader economic activity within Perak.

Ahead of the announcement, shares of Perak Transit closed up by one sen or 4.35% to 24 sen on Wednesday, giving it a market capitalisation of RM295.4 million.