Shukri has over 30 years experience in the Malaysian branding and advertising industry. He is the co-founder of Rifaie Chua Sethi Sdn Bhd, a brand strategy consultancy which he currently runs. He also sits on the board of Utusan Media & Sales Sdn Bhd, a Kumpulan Utusan Melayu (M) Berhad subsidiary and a Council Member of Malaysia Design Council (MRM), Ministry of Science Technology and Innovation. From 2007 - 2009 he was the CEO of Publicis Groupe Malaysia. Prior to that he was the CEO of Bates Malaysia since 2002. He has worked on and been part of the success of some of the global and Malaysia’s most respected brands including Malaysia Airlines, Tourism Malaysia, Maxis, Sepang F1 Circuit, Sime Darby Property, Coca-Cola, Levi’s, Nokia, Citibank, Hewlett Packard, Cadbury, F&N, Nestle, Unilever, Gillette, Honda, Min of Health, NBOS campaign and many more. He was awarded the prestigious McCann-Erickson Chairman Circle Award, New York -Top 50 Executives Worldwide in 1998 & the Harrison K McCann Leadership award in 2001. In 2008, he received the Anugerah Khidmat Cemerlang from Matrade, Ministry of International Trade & Industry - Brand Promotion Grant Technical Committee.