Small Town, Big Ideas : Journey of The Sage & Chief Marketing Officer, Ms. Annette J Wood


Annette’s journey into events began somewhat unexpectedly. Growing up, she enjoyed the thrill of earning her own money so she would make things to sell to her friends at school. She then continued her journey through university and graduated with a degree in Economics. Her dream then, was to someday move away from her hometown in Kuching and work in a big city where the heart of life is. She took her first step towards building herself a professional career by going into banking. She worked in a small local bank in Kuching, dealing with hire purchase loan applications every day.


After a year, she decided she needed to explore her options. She eventually decided to move to Kuala Lumpur and found herself a job as an Assistant Sales Manager in the newly opened Gardens Hotel & Residences. The times she enjoyed the most during that period were the events that were hosted in the hotel’s ballroom. The rest of the time, she was feeling like she didn’t belong in her job.


When someone gave her the email for the hiring manager of an events agency, that was when her life turned around. She sent in her application for the job but after a few days, she did not receive any response. So she called the hiring manager and was told that her application was not successful due to the fact that she had no experience in managing events. She was determined to get that job so she insisted that the agency met her before they decided. So they met, and the agency hired her that day as Events Executive. That agency was Apxara Travel & Events and after 12 years, she remains a part of the company, including its holding company, Aavii Worldwide whom she is a shareholder.


Today, she heads the creative team that provides graphics, 3D graphics and motion graphics visuals for the business. She is also the producer behind some of the most memorable events the company has had the privilege to work on. Her ideas would bring to life brands, messages and themes. We asked her, “What makes you tick?” and she answered simply, “The pride you feel when you finally see the product of your work and imagination, it’s gratifying.”

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