First City University College announces new Chief Operating Officer

First City University College (First City UC) has appointed Yeong Yin Cheng as its Chief Operating Officer to lead the institution as they forge ahead in its new status as a university college.

A prominent figure in the advertising and media industry, Yin Cheng brings with her more than 20 years of international and local experience in advertising and communications.

She is recognized as an industry leader through her active involvement as Chairman of the 4As Media Committee and 4As Council member. She has served as Chairman of the Audit committee of ABC. She played a key role in the formation of the Media Specialist Association (MSA) and was elected its first Vice President.

Yin Cheng has successfully established and managed two Media Specialist companies where she was the CEO.

As Country Manager of Tourism Australia, she managed its Malaysian operations including marketing and stakeholder partnerships.

“I am excited to be involved with First City UC at this opportune time. With a legacy of providing affordable quality education, First City UC pursues its dynamic mission to nurture employable graduates equipped with the relevant skill sets”.

The Vice-Chancellor, Prof. Dr. Ho Chee Cheong said, “Ms. Yeong brings extensive management skills to First City UC. She also possesses in-depth knowledge about marketing to our stakeholders and truly understands what an institution like ours needs to stand out and be successful. We are privileged to have her on board”.

First City UC continues its 25 years’ legacy of providing the best affordable quality education of its predecessor, KBU International College. The University College is also working towards achieving a higher level of excellence, in line with its newly recognized status. Currently offering academic programmes in Design, Business Management, Mass Communication, Engineering, Computing, Hospitality & Tourism Management, Language and Foundation courses in collaboration with reputable international partners, First City UC will roll out new home-grown programmes in the near future.

First City UC has embarked on a second phase of campus expansion due to be completed by Q4 this year.