40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar Yusof

Head of digital experience
Naga DDB Tribal
Malaysia

Hajar Yusof has spent the last 14 years dipping her toes in various facets of social-media marketing, including writing and client servicing, making her a jack-of-all-trades. Currently serving as the head of digital experience at Naga DDB Tribal, she has transformed her team’s role beyond traditional social-media management to include content creation and influencer marketing. Her strategic prowess is evident in her impressive 100% success rate in pitch conversions. This success has translated into revenue growth and the retention of key clients such as KFC, IHH Healthcare, Resorts World Genting, and Lendlease.

Hajar’s commitment to nurturing talent is equally noteworthy. She launched the Anti Chaos Social Club, a Notion dashboard that encapsulates her decade-long expertise in digital marketing. This platform serves as a vital resource for junior staff, offering foundational training in social media, a unique book loan system paid in learnings, and curated industry insights. Through this initiative, Hajar aims to cultivate hybrid thinkers who can blend strategic and creative skills. 

Her dedication to empowering women is exemplified through her leadership of She Speaks Power, a platform aimed at advancing diversity, equity, and inclusion. In February 2023, she collaborated with local illustrator Dania Mah to create a Galentine’s Day merchandise line that celebrated female solidarity. On International 

Women’s Day 2023, Hajar organised She Spins Power, a spin class combined with a networking session to support the agency’s female employees and build a community of peers. Her Boo!bies campaign for Breast Cancer Awareness Month in October 2023, in partnership with Pantai Hospital, focused on early detection and provided crucial health resources.

Looking forward, Hajar is spearheading a new initiative to celebrate female entrepreneurs through a comprehensive digital directory. This project, aligned with the IWD 2024 theme of #InspireInclusion, aims to create the largest database of female-owned businesses in Malaysia.

Hajar recently launched the IMPACT Mentorship Program as part of She Speaks Power. This three-month program is designed to provide female founders of new and small businesses with essential tools and strategies for thriving in the competitive social media space. By focusing on business development, impactful content creation, and social media growth, the programme exemplifies Hajar's dedication to fostering an inclusive and supportive environment for future female leaders.

Hajar’s continuous drive to challenge conventions, coupled with her innovative approach and unwavering commitment to empowerment, makes her a standout leader in the industry.