Winning Secrets: How BHPetrol's CEO led his team to overcome leadership silos

Azizul Azily Ahmad, Chief Executive Officer, Boustead Petroleum Marketing (BHPetrol), reflects on overcoming challenges when he took on this role, the importance of aligning leadership with employee needs, a guiding principle he embraces each day, and more.

At Boustead Petroleum Marketing (BHPetrol) employees are regarded as the driving force behind the organisation’s productivity and success — a belief that underpins the people strategy, which focuses on innovation, collaboration, and engagement. 

At the steering wheel sits Azizul Azily Ahmad, Chief Executive Officer, Boustead Petroleum Marketing (BHPetrol), who takes pride in a culture of open communication, leadership alignment, wellbeing. From overcoming leadership silos to fostering purpose-driven careers, Azizul and his team have been focused on creating an environment where employees thrive.

The leader took home the silver award for Most People-Focused CEO at the HR Excellence Awards 2024, Malaysia, a testament to his commitment to a workplace where employees thrive.

In this interview, he reflects on overcoming challenges when he took on this role, the importance of aligning leadership with employee needs, a guiding principle he embraces each day, and more.

Q What was the motivation that sparked your passion & business case for pursuing your outstanding people strategy?

At BHPetrol, we are motivated by a core belief: our employees are our greatest asset, essential to driving productivity and business success. By prioritising employee wellbeing and addressing their needs, we foster an environment where staff feel valued and are motivated to contribute their best to our shared goals. This commitment to a robust people strategy is evident in our steady performance trends and enriched workplace culture.

We view a well-defined people strategy as key to encouraging innovation, collaboration, and engagement, creating a supportive environment where employees can thrive.

Investing in our people goes beyond immediate outcomes; it is about building a resilient, high-performing workplace that ensures sustainable success for the future.

Q Looking back, can you share a challenge that you overcame in your journey of HR excellence? How did you triumph?

Upon stepping into my role as CEO of BHPetrol, a major challenge was overcoming the lack of alignment among heads of departments (HODs) and middle management, which led to siloed working styles. This disconnect hindered our ability to develop cohesive strategies and motivate teams toward the company’s vision.

To address this, we prioritised fostering collaboration and coherence across leadership. We implemented staff mobilisation to better align roles with individual strengths and provided targeted training for HODs to equip them in effectively managing their teams and addressing staff needs. Alongside open communication, these initiatives helped build trust and ensure that employees felt valued and supported. Over time, we also identified and elevated team members with a positive 'Can Do' attitude, supporting a culture focused on unity and mutual respect.

Today, we see significant improvement in alignment, with HODs and middle management leading happier, more cohesive teams. This shift has enabled a unified approach toward our goals, enhancing both accountability and teamwork, and empowering our entire team to contribute to BHPetrol’s success.

Q Beyond the recognition, what impact do you hope your feature in the HR Excellence Awards would have on the HR community and manpower landscape?

As a subsidiary of Lembaga Tabung Angkatan Tentera (LTAT), BHPetrol’s corporate social responsibility (CSR) initiatives align with the Ministry of Defence (MINDEF) objectives, fostering collaboration that benefits both our organisation and the broader community. By embedding social responsibility into our operations, including employee participation in events with the Army and veterans, we reinforce our commitment to a people-focused approach that resonates throughout the HR landscape.

Through this recognition, we aim to inspire a culture of purpose-driven employment, attracting emerging talent and creating an environment that supports career growth and meaningful contributions. Our approach strengthens our HR processes, facilitating the identification of candidates whose values align with our organisational goals. Ultimately, we hope to contribute to a manpower landscape characterised by a stronger, more committed workforce equipped to drive sustainable success. 

Q Could you share some advice you would give to others aspiring to follow in your footsteps?

A guiding principle I embrace is cultivating the willpower and motivation to excel, focusing not just on achieving results but on valuing the journey. This philosophy shapes our strategic discussions with HODs and line managers, who oversee teams of 50 to 80 employees, as we continually seek ways to enhance the employee experience at BHPetrol.

Considering that many spend up to 70% of their day engaged in work and commuting, creating a workplace that values and supports people is essential. By prioritising employee wellness, we foster a culture where individuals feel valued, motivated, and inspired to contribute, creating a workplace that is both productive and fulfilling.

Q Let's talk inspiration! Who has been a driving force behind your success?

First and foremost, I am deeply grateful to everyone at BHPetrol for their invaluable contributions to our success, especially those who have been with us since the beginning — I consider them family. I am inspired by the unwavering support from our team, particularly our Heads of Department (HODs), whose leadership and dedication have been pivotal in driving our shared vision forward. This spirit of collaboration is at the heart of what makes BHPetrol exceptional and fuels my commitment to enhancing our company’s wellbeing.

Reflecting on the early days of my own journey, I see a powerful reminder in each group of new recruits. They reignite my passion for fostering growth and opportunity, just as I once aspired to rise within the organisation. I have encouraged BHPetrol to provide equal opportunities, especially for the younger generation, who will carry forward our company’s strategies and legacy, inspiring future success within the organisation.

Read more interviews on why organisations have won trophies for their HR practices - head over to our Winning Secrets section!