Return to People

Swee Lin Liew

Astro All Asia Networks

Swee Lin was most recently the Group Chief Operating Officer of Astro Malaysia Holdings.

From 2010 to December 2018, Swee Lin was attached to Astro Malaysia Holding, one of ASEAN’s leading consumer media company. Initially Swee Lin served as its Chief Commercial officer and subsequently as Group Chief Operating Officer, primarily responsible for driving profitability, top line growth and operational targets across Astro’s Pay TV and its commerce assets as it expanded its geographic footprint in Malaysia and to key ASEAN markets. Amongst her many key mandates, Swee Lin was responsible to exploit AMH’s media assets/capabilities to drive business diversification by setting up new business ventures to capitalize on new regional market opportunities. She spearhead Astro’s e-commerce business franchise as its pioneer management team and subsequently as an Executive Director of Astro Go Shop, a joint venture with GS Home Shopping Inc. Korea.

In the last three years, Swee Lin’s strategic focus was to put together a strategic framework to transition Astro from a legacy media business to a full fledged digitally enabled business. Leading Astro’s sales, service and operational innovation had witnessed many first to market industry achievements in Asia Pacific which also garnered industry wide recognition.

Prior to Astro, Swee Lin was the Executive Vice President at Alliance Financial Group’s Retail Bank and was also an Executive Director of Alliance Islamic Bank. She played an instrumental role in spearheading its retail banking transformation and successfully reshaped it business operating model which set it on a growth trajectory that outpaced all Tier 1 and 2 banks for seven consecutive years. Previously, she held senior leadership positions at Standard Chartered Bank, with responsibilities for its Wealth Management, Priority Banking, Credit Cards and Personal Loan portfolios. Early in her career, Swee Lin gained varied industry exposure in FMCG, insurance, food and beverage and pharmaceuticals as Group Account Director at Ogilvy One Worldwide, part of WPP PLC.

Swee Lin has an MSc in International Marketing from University of Strathclyde, UK and is also an accredited Certified Financial Planner (CFP, US). She completed executive and senior leadership programmes at the Stanford Graduate School of Business, INSEAD & University of Oxford’s Said Business School as well as Global Leaders Programmes by Temasek.


Astro is a leading content and consumer group in Malaysia and Southeast Asia with a focus on the pillars of watch, listen, read and shop.