Firdaus Effendy Mokhtar was appointed Chief Executive Officer (“CEO”) of Prasarana Integrated Development Sdn Bhd (“PRIDE”) on 1st July 2020. Prior to his appointment, he held several positions within Prasarana Group namely as Executive Vice President, Head of Land Monetisation Business Venture Division and Head of Legal & Company Secretary.
A graduate of the International Islamic University in Law, Firdaus started his career in 1995 as an Advocate & Solicitor specialising in Corporate, Banking and Property related transactions before joining a corporation involved in Equity Investment, Entrepreneur Development and Franchising.
He joined Prasarana Malaysia Berhad in 2007 where he was entrusted to various divisions within the group. In 2012, he pioneered the Transit Oriented Development (“TOD”) through PRIDE, a newly set up subsidiary of Prasarana aimed at unlocking the value of Prasarana’s underutilised assets and increasing its non-fare revenue.