Maxxis’ Asia Marketing Director Honored in Malaysia

Shin Yi Tan, marketing director for Maxxis in Asia, has been awarded the honorific title of Dato’ by the Sultan of the Malaysian state of Pahang. Similar to a British knighthood, the title can only be conferred by the hereditary ruler of one of Malaysia’s states. 

Ms. Tan’s title – officially “Darjah Kebesaran Mahkota Pahang Yang Amat Mulia – Peringkat Kedua Darjah Indera Mahkota Pahang (DIMP)” – was bestowed by Pahang’s ruler, Kebawah Duli Yang Maha Mulia Sultan Pahang Darul Makmur, Sultan Haji Ahmad Shah Al-Musta’in Billah Ibni Al-Marhum Sultan Abu Bakar Ri’Ayatuddin Al-Mu’Adzam Shah, in conjunction with His Royal Highness’ 83rdbirthday. The ceremony took place in late June at the Sultan’s palace. 

A graduate of Emory University in the United States, Dato’ Tan, as she is now known, formulated and implemented a strategic partnership between Malaysia’s Kian Hon Tyres Sdn Bhd and Maxxis International. Named the company’s marketing director for Asia in 2012, she has become known for creative efforts to increase and solidify Maxxis’ presence in the booming Asian tire market, including the burgeoning Maxxis 4×4 clubs springing up around the region. The collaborative relationship between Kian Hon and Maxxis expanded in late 2012 with Dato’ Tan’s founding of the Maxxis Education Center in Penang, which features training on tire knowledge and industry best practices for Maxxis distributors in Asia. 

Dato’ Tan also founded a closed network, Think Edge, for Maxxis distributors and initiated a new tread rubber production line named mRED with the tagline “Love our Color, Save the World.” She introduced the environmentally friendly Green Earth Mission, which involves streamlining retreading operations and improving plant facilities in Asia. Her philanthropic efforts include the Maxxis Makes a Difference Charity Campaignwith the DalatInternationalSchool in Penang. Dato’ Tan continues to stay abreast of current business theory by attending education programs for executives, including “Strategic IQ: Creating Smarter Corporations,” offered by Harvard Business School in 2013, and “Customer-Focused Innovation,” a week-long program at Stanford Graduate School of Business scheduled for October of this year. 

Maxxis congratulates Dato’ Shin Yi Tan on this singular honor and thanks her for her stellar work on behalf of the company.