Golden Screen Cinemas (GSC)

Sharmine Ishak

Check out what Sharmine has to say about his job and get a feel of what he does day-to-day!
Sharmine Ishak
Manager, PR & Branding


Golden Screen Cinemas Sdn. Bhd.


Manager, PR & Branding


Diploma in Broadcasting, Malaysian Institute of Integrative Media

Has been with this company for

4 years

Can you tell us what you generally do in your job?

As the PR & Branding Manager for GSC, I generally oversee the business’ brand-building efforts and reputation, as well as our communications, CSR, and sustainability initiatives. 

My team and I are tasked as custodians of GSC, so we are responsible for how the company sounds, looks, and feels like and how this translates into what customers perceive and buy into when they come to our cinemas. 

We deal with various stakeholders across the chain including management, employees and staff, as well as the media and influencers, customers, and fans of the GSC brand. Our job is key to making GSC the cinema most loved in Malaysia.

What would you say is the coolest daily task?

Being at the heart of GSC’s branding and PR initiatives means that I get to not only see but also shape the future of what the GSC brand will look and feel like to customers.

We are continuously changing the face of Malaysian cinema, and we have so many new and exciting experiences, products, and services that we are developing that I can’t wait to share with the world when it’s ready. 

Being able to work with #GSCAdmin every day is also a bonus, and the occasional opportunity to interview Hollywood movie stars is unforgettable.

What is the greatest lesson you’ve learnt from your probation period at work?

A big lesson I learned during my probation is that everyone has a role to play in the success of the company, no matter if you are a manager or even a steward. It is important to go down to the ground and work with the operational team to understand their day-to-day challenges, so you can help them improve those processes. 

Everyone is bringing 100% of their effort to the table and being able to step in their shoes for even a day can help you understand how to improve and take the company to greater heights.

How do you motivate yourself when the going gets tough?

When everything seems bleak and you’re not sure where you’re going, always remember to breathe and steady yourself. Tough times where you struggle never last forever and as long as you seek support, you can overcome it. 

I always try to remember that it’s not about controlling what I can’t, but about recovering, adapting, pacing myself, and taking one step forward at a time. Small wins make big victories.

If you could go back to your university days, what would you do differently?

I would have continued studying before deciding to start my working life almost immediately after I left college! Once I started, I just spent the last decade working, which now makes up for most of my experience in the field – spanning industries from filmmaking to journalism, public relations to branding. 

I’m thankful that I have had many great peers and teachers, who have helped build my experiences along the way, but a strong foundation in my education would have been a great headstart, too.

What is your advice to fresh grads who are having a tough time finding jobs?

If you are looking for a first job, it’s important to put yourself out there and make sure you are seen. Apply for jobs on different platforms and more importantly, put your best foot forward. 

Be humble and kind; manners get you a long way, as well as a can-do attitude with an eagerness to learn the ropes. 

Most importantly, be ready to start from the bottom. No fresh grad has ever landed the title “senior” of anything without any real prior experience.