Sharifah Nurafia Syed Danial, or Afia, is a passionate advocate for building purpose-driven, people-centric organisations. With over 15 years of experience across the fields of corporate communications, sustainability, and human resources, she brings a uniquely multidimensional perspective to shaping organisational culture and enhancing employee experience. At EDOTCO Group, Afia currently leads the Culture & Employee Experience portfolio, where she drives initiatives that foster innovation, cross-functional collaboration, and meaningful engagement. Her work includes the design and execution of internal innovation platforms, such as company-wide contests and collaborative idea workshops, which tap into the collective creativity of employees and encourage a culture of continuous improvement. Afia’s journey—from the fast-paced world of advertising to strategic roles in sustainability and HR—has equipped her with the ability to challenge conventional thinking and craft experiences that connect purpose with performance. She strongly believes that bold ideas, authentic storytelling, and inclusive engagement are key enablers of long-term organisational success.