Like every other student leaving secondary school, BA (Hons) in Communication alumnus Safwaan Azmi was challenged with the career-defining question, “What do you want to be?” In the early 2000s, he sought to answer this question through research, identifying gaps and unmet needs in different industries. He noticed numerous websites had subpar user interfaces and user experiences – poor examples of digital real estate – and he believed the experience could be enhanced significantly. Equipped with a vision to transform the digital landscape, Safwaan embarked on his digital marketing journey. His mission was to improve the quality of digital real estate and elevate the standards of user interface & experience through marketing.

With a plan to get his BA in Communications and gain much-needed professional experience to navigate the marketing industry, Safwaan began his journey by enrolling in the CIMP programme at Sunway College. Later, Safwaan continued his education at Sunway University, enrolling in the BA (Hons) in Communication programme in 2015. Now Marketing Manager for Custella Sdn Bhd, it has been over a decade since Safwaan’s first venture into digital marketing. His passion and commitment to the field have not wavered, as he has witnessed the evolution of the digital landscape firsthand. He expresses excitement over the continued opportunities for growth and innovation.

Sunway had always been the place of choice for Safwaan. He explained that as a foreign national wanting to reside in Malaysia, he needed some decent, unique, and differentiating credentials to get himself hired. Sunway demonstrated this clearly for him, as the BA (Hons) in Communication programme directly impacted his employability. A standout example was in his Event Management class, guided by Dr Suffian Hadi Ayub. The students were tasked with organising a thematic event representing the Sunway School of Arts, leading Safwaan and his team to manage a fitness campaign comprising three distinct occasions. The endeavour involved securing sponsorships, creating marketing strategies, and collaborating with various external parties.

To Safwaan, another factor that separates Sunway University from other institutions is the relationships forged with the lecturers. He shared about one of his lecturers, Ms Priyadharshini Ahrumugam, whose influence extended beyond the classroom. He credits Ms Priya for her remarkable ability to counsel and guide students, imparting academic knowledge, life lessons, ethics, and moral values. Her encouragement, wisdom, and unwavering support instilled in Safwaan the confidence to take the crucial first steps in his career. He adds that many of his lecturers in the School of Arts have remained in touch, extending their support and guidance well beyond his university years. “This ongoing connection is a testament to the dedication and mentorship that Sunway’s educators provide,” he comments.

Apart from his role in the workplace, Safwaan is an active contributor to the Sunway Alumni community, which he describes as an active commitment to the betterment of society. Part of the Sunway Mentorship Programme, he feels a profound responsibility to impart wisdom and offer guidance to the next generation of Sunwayians. “Being an active Sunway Alumni is not just about giving back; it’s about fostering a sense of belonging, mentorship, and a shared commitment to making the world a better place,” he comments.

“For me, Sunway University is more than just an educational institution; it's a way of life,” Safwaan comments fondly. He adds that his varsity experience was at a place that welcomed him with open arms, offered unparalleled resources, and nurtured personal and professional growth. “My journey as a student at Sunway has been life-altering, and the values and experiences I've gained continue to shape my identity and contributions to society,” he reflects. “It's not just a university; it's a lifelong connection to a vibrant and supportive community.”