Dr. Sofiah Binti Abd Rahman began her career at Universiti Teknologi MARA (UiTM) Johor in 1987, where she served as a Marketing Lecturer and later as ETR Coordinator. In 1992, she joined UiTM Shah Alam as a Lecturer in Marketing and Retailing and subsequently, a Course Tutor for the BBA (Hons) Retail Management program.

During her tenure with UiTM, Dr. Sofiah demonstrated exceptional leadership through a series of key administrative roles. She served as Head of Strategic Unit, Faculty of Business Management (2000-2004), Head of Centre for Retail Studies (CENTREX) (2002-2008), and Head of Department - Marketing (Faculty of Business Management) in 2009, before being appointed as the Deputy Dean of Research and Consultancy (Faculty of Business Management) (2009-2011). Her contributions to academic excellence culminated in her promotion to Professor of Marketing/Retailing (2011-2020). Dr. Sofiah also held senior leadership positions including Group CEO of UiTM Holdings Sdn Bhd (2011-2013), Director of the Institute of Business Excellence (UiTM) (2014-2020), and later Consultant to the Institute of Business Excellence (UiTM) (2020-2025).

In addition to her academic achievements, Dr. Sofiah has an extensive record of industry collaboration. She has served as a consultant and advisor to leading corporations such as PERNAMA (Perwira Niaga Malaysia), Carrefour (Aeon Big), Tesco, Aeon Jusco, Proton Commerce, Tenaga Nasional Berhad, Telekom Malaysia, L'Oral (M) Sdn Bhd, Baerlocher (M) Sdn Bhd, and Mydin Holdings Sdn Bhd.

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