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Creative's CEO Sim Li Ern takes on executive chairman role; cousin Chew Kian Giap joins board too

The Edge Singapore
The Edge Singapore  • 2 min read
Creative's CEO Sim Li Ern takes on executive chairman role; cousin Chew Kian Giap joins board too
Image teasing the introduction of a new Creative Technology product / Image: Creative Technology
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The board of Creative Technology has been refreshed, with CEO Sim Li Ern taking on the additional role as executive chairman of the company.

In addition, his cousin, Chew Kian Giap, has been named a non-executive, non-independent director.

Both Sim Li Ern and Chew are nephews of the late Sim Wong Hoo, co-founder and longtime chairman and CEO of the company.

Tan Kee Ann, who was appointed to the board last Jan, has been named lead independent director.

All three new appointments take effect from Feb 6.

In contrast, Sim Guan Huat, a brother of Sim Wong Hoo, has resigned from the board, having joined last April.

See also: SID appoints Emily Poon as CEO

The company, best known for its range of sound cards developed under Sim Wong Hoo, has been trying to turn its fortunes. Since Sim Wong Hoo's death, there has been a revolving door of board and executive appointments.

47-year-old Sim Li Ern was made the new CEO on Jan 5. He joined Creative Technology in 2014 and has risen through the ranks to become the vice president of sales and marketing in 2025.

Sim Li Ern holds a direct stake of 22,750 shares and has also deemed interests in another 22.41 million shares, equivalent to 31.38% of the company. This is because of his role as an administrator of Sim Wong Hoo's estate.

See also: TrickleStar appoints former Green Build Technology independent director to board

52-year-old Chew, who is now a vice president at Cloudflare, has a direct stake of 2,000 Creative Technology shares.

Creative Technology shares gained 1.42% on Feb 6 to close at 72 cents.

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