In a rapidly evolving world shaped by technological advancements and changing work dynamics, Human Resource (HR) leadership plays a crucial role in fostering talent, promoting diversity, and ensuring employee well-being. By embracing visionary leadership and championing a people-centric culture, HR leaders drive organizational success and long-term sustainability.
Dr. Kasuma Satria is one such HR leader who specializes in building a motivated, engaged, and high-performing workforce. With over two decades of experience spanning Europe and Asia Pacific, he has played a key role in growing businesses, developing talent, and strengthening organizations. As the Chief Human Resources Officer (CHRO) at AEON Malaysia, he oversees HR, Sustainability, Corporate Services, and Corporate Communications. His contributions to the HR industry extend beyond AEON, as he is a recognized expert at HRD Corp – Human Resource Development Corporation and serves as a Board Member of the Government-Industry TVET Coordination Body (GITC).
A Fortuitous Entry into Human Resources
Dr. Kasuma’s journey into HR was unplanned. Initially working in operations for an oil and gas company, he was unexpectedly asked by his CEO to take on an HR role. He embraced the challenge, and shortly after joining HR, the company announced a major transformation. He was tasked with leading organizational restructuring and workforce repositioning, including layoffs-a difficult but eye-opening experience that made him realize the critical role of HR in driving business success.
After completing this assignment, he returned to a business role, later transitioning into HR again at another oil and gas company. His expertise led him to Paris, where he served as Group Vice President of Sourcing and Recruitment. Returning to Malaysia, he took on the role of Regional Vice President of Human Resources and Corporate Development in Asia Pacific. He then became Vice President of East Malaysia and Brunei, managing a team of over 200 engineers across four locations. In 2018, he shifted his focus to national service, joining an education transformation consultancy company specializing in human capital development. In 2020, he joined AEON Malaysia as CHRO, marking the beginning of a new chapter in his career.
AEON Malaysia: Enhancing Lives, Strengthening Communities
AEON Malaysia is part of AEON Co. Ltd, one of Japan’s largest retail companies with a history dating back to 1758. Its expansion into Malaysia began in 1984 as part of the country’s Look East Policy, aimed at modernizing the retail industry. From a single store in Dayabumi in 1985, AEON Malaysia has grown into a vast network that includes 28 malls, 34 department stores, AEON MaxValu supermarkets, AEON Wellness pharmacies, DAISO stores, and an expanding e-commerce presence. With over 12,000 employees, 3,000 business partners, and two million AEON Member Plus cardholders, AEON Malaysia plays a significant role in the country’s retail landscape.
Customer-Centric Innovation and Sustainability
AEON Malaysia is committed to a ‘Customer First’ philosophy, continuously evolving to meet changing consumer needs. Its digital transformation strategy enhances innovation, operational synergy, and the overall shopping experience. AEON’s revitalized malls are now lifestyle destinations, offering seamless retail experiences and diverse community activities.
Sustainability is a core focus. The company has undertaken extensive green initiatives, including a reforestation program that has planted 30,000 trees in the Japan-Malaysia Friendship Forest. AEON has installed solar panels in its malls, introduced energy-efficient solutions, and launched nationwide efforts to reduce food and plastic waste. Since January 2023, AEON has eliminated single-use plastics in all its stores, aligning with growing environmental consciousness among customers.
Fostering Talent and Employee Development
Under Dr. Kasuma’s leadership, AEON Malaysia has implemented a structured talent management strategy. The HR team identifies key positions and conducts talent reviews, categorizing employees based on performance and potential. High-potential employees are placed in a talent pool and assigned customized career development plans, which include mentorship, training, and leadership opportunities.
HR Business Partners (HRBPs) act as talent managers, regularly engaging with employees to assess motivation, satisfaction, and potential issues. The company also requires all employees to complete an Individual Development Plan (IDP) annually to align their career aspirations with training opportunities and internal job placements. AEON’s open-door policy encourages employees to directly connect with HR leadership for guidance and support.
A Culture Rooted in AEON’s DNA
AEON Malaysia’s work culture is driven by its core values, known as the AEON DNA:
Gratitude and humility in all interactions.
Trust, integrity, and sincerity.
A commitment to exceeding customer expectations.
A continuous drive for self-improvement.
A responsibility to contribute to local communities.
Dr. Kasuma believes that these values provide a strong moral compass for AEON employees, fostering a close-knit, family-like workplace culture. To ensure continued relevance, the company is updating the AEON DNA while introducing new vision and mission statements. Employee engagement initiatives, focus groups, and leadership programs are helping embed these values across the organization.
Strategic Collaborations and Community Engagement
Stakeholder engagement is central to AEON’s success. By collaborating with local businesses, government agencies, and community organizations, AEON fosters innovation, improves service quality, and strengthens economic ties.
AEON Malaysia also supports various community initiatives through the Malaysia AEON Foundation (MAF). Since 2004, MAF has launched impactful programs such as:
AEON Berkat Ramadhan: Donating 300 motorcycles to individuals who lost jobs due to the pandemic, providing them employment as AEON riders.
AEON Sayap Bagimu: Distributing 3,000 Samsung Galaxy tablets to underprivileged students.
AEON Smart Classroom: Upgrading classrooms in 52 schools with digital learning facilities.
AEON KAMI: Addressing urban poverty by offering training, mentoring, and job opportunities.
AEON Bantu: Providing disaster relief for communities affected by floods and landslides.
AEON Mesra: Supporting underprivileged children during festive celebrations.
These initiatives highlight AEON’s dedication to social responsibility and making a lasting impact in the communities it serves.
A Leadership Philosophy of Head, Hand, and Heart
Dr. Kasuma’s leadership style is rooted in balancing the three H’s-Head, Hand, and Heart:
Head (Intellect): Leveraging knowledge, skills, and strategic thinking.
Hand (Execution): Being hands-on, results-driven, and action-oriented.
Heart (Empathy): Supporting and mentoring employees, fostering trust, and nurturing growth.
He believes that true leadership is about empowering others and creating opportunities for success. His guiding principle is simple: “When you help people grow, success follows naturally.”
Leading Through Adversity: The COVID-19 Challenge
Dr. Kasuma joined AEON Malaysia at the start of the COVID-19 pandemic, tasked with implementing the AEON Playbook 2020-2023 transformation plan. Recognizing the urgency of the situation, AEON accelerated its three-year plan into a single year. The leadership team swiftly introduced a new organizational structure, enhanced IT capabilities, and launched AEON’s digital entrepreneurial division, Engine2.0.
AEON also prioritized employee welfare, securing priority vaccination access for retail workers, monitoring staff health, and providing financial support to affected employees. To foster teamwork, AEON introduced buddy systems, virtual social events, and learning sessions to ensure seamless collaboration between existing and newly hired employees.
A Vision for the Future
Looking ahead, AEON Malaysia is set to become an even more modern, customer-centric organization. Key focus areas include enhancing data analytics, optimizing supply chains, and expanding digitalization and automation. From a people perspective, Dr. Kasuma and his team are committed to making AEON the most admired company for its people, performance, and partnerships.
Under his leadership, AEON Malaysia continues to thrive, embracing innovation, sustainability, and a people-first approach to business success.