Areas of Expertise:
For nearly a decade, Izzati Ariffin has guided and supported teams in defining, designing and delivering transformative programs for public and private sector clients.
The region consists of some of the most rapidly transforming countries in the world and it has been fulfilling and rewarding to support both public and private sector clients in using media and communication as a powerful tool to effectively communicate their changes and inspire others.
As a Director, Strategy in APCO’s MENA region, Izzati leads the development of high-impact strategies that help organizations navigate complex, multi-stakeholder environments. She brings deep expertise in corporate communication strategy and planning—ensuring that her clients’ ambitions translate into actionable plans that drive sustainable growth and influence.
A core part of her role is shaping communication strategies for transformative projects, helping governments, businesses, and institutions articulate their vision, manage change and engage key stakeholders effectively. She has led large-scale programs focused on economic diversification, urban mobility and social policy reform—developing tailored engagement strategies that foster trust, enhance reputation and drive long-term impact. In addition to her strategic work, Izzati has been instrumental in leading APCO’s collaboration with top-tier management consultancies, ensuring that strategy and communication are seamlessly integrated to maximize impact.
She has successfully worked alongside consulting firms to deliver holistic solutions that blend policy insights, organizational transformation and stakeholder engagement—helping clients navigate reform, manage risks and position themselves as leaders in their fields.
Prior to joining APCO, Izzati was a senior consultant with one of the Big 4, based in Singapore, where she advised clients on cost optimization, market entry and strategy validation.