top of page

Jern Ern Chuah’s retirement as CEO, and Debbie David’s appointment as the new CEO

Updated: Oct 7, 2022

Advanz Fidelis IP Sdn. Bhd. (AFIP) is pleased to announce the appointment of Debbie David as the new CEO of AFIP following the impending retirement of Jern Ern Chuah in July 2021.

Jern as founder & CEO, has led Advanz Fidelis to be a well-known, award-winning practice and well-trusted brand in the IP community over the last 21 years with numerous contributions to AFIP, the QANTM Group and in his roles in the industry through the years.

Jern’s retirement as CEO is effectively a role transition as he moves towards a wider mentorship role to the AFIP team and a greater focus towards the Group’s international and in particular, Asia-Pacific plans. He is planning a short sabbatical before assuming his new duties in AFIP and the Group.

In response to Debbie’s appointment as the new CEO of AFIP, Jern had this to say: “Debbie has been one of the finest colleagues I have had the privilege of working with all these years. She has been in the thick of strategic development and management in her years in AFIP. This experience and continuity, coupled with her innovative mind, can-do attitude and canny understanding of the interconnectedness of the incoming business generation, make her well placed to lead AFIP forward into the next generation of business, while staying true to the roots and core values of AFIP.”

Debbie is the present Deputy CEO and Head of Patents in AFIP, but her range of experience and knowledge expands across all the major IP sectors. With over 17 years in AFIP, Debbie has long been groomed to be Jern’s successor as CEO. She is well-known within the Malaysian and international IP community and serves in various capacities in both local and international IP associations, including being recently appointed as chair of the inaugural Young AIPPI Committee, which aims to engage with and build connections among younger AIPPI members around the world.

AFIP is my home, and I am deeply grateful and delighted to have this opportunity to lead our outstanding team onwards and upwards. We fully intend to continue providing innovative and exceptional service excellence imbued with the special AFIP touch, and together with the team, we are all looking forward to continuing the extraordinary story of Advanz Fidelis”, confirms Debbie.

As AFIP moves into the next phase of its exciting future, we wish to thank Jern heartily for all that he has done for AFIP and the Group as founder and CEO, and at the same time, welcome Debbie into her new role.

If you have any questions, please feel free to contact Jern ( or Debbie (

Yours sincerely



bottom of page