Alda Waddell
January 28, 2026 2026-01-28 14:48Alda Waddell
Ms. Alda Waddell
Director of Executive Education, Branding, and Strategic Development.
Strategic Brand Leader with 29+ years of experience transforming premium brands across luxury automotive, property, hospitality, and higher education. I develop and execute strategies that elevate global presence and drive sustainable, measurable growth.
My academic foundation includes an MBA from Rhodes University and a PhD in Technology Management (in progress). This builds upon my NDip and BTech in Management, both earned at Tshwane University of Technology, complemented by international studies in sustainability and business at Aarhus University, Denmark, and Stuttgart, Germany.
Professionally, I have led award-winning initiatives for iconic automotive brands Ferrari, Bentley, Maserati, and Jaguar Land Rover across the UK, South Africa, and the GCC. I later directed sales and marketing for luxury property portfolios, optimizing revenue and brand visibility.
Currently, as Director of Strategic Growth & Branding at CamTech University, I apply this expertise to shape the institution’s global future by defining its brand position, expanding international recruitment, and forging strategic partnerships through data-driven strategy.
Publications
1. Park, S. M., Yu, X., Chum, P., Lee, W. Y., & Sim, K. B. (2017). Symmetrical feature for interpreting motor imagery EEG signals in the brain-computer interface. Optik, 129, 163–171. https://doi.org/10.1016/j.ijleo.2016.10.047
2. Yu, X., Chum, P., & Sim, K. B. (2014). Analysis the effect of PCA for feature reduction in non-stationary EEG based motor imagery of BCI system. Optik, 125(3), 1498–1502. https://doi.org/10.1016/j.ijleo.2013.09.013
3. Pharino, C. (2015). A Comparison Study for an Optimal Common Spatial Pattern Algorithm for EEG Signal Classification applicable to BCI Systems. 8TH AUN/SEED-NET INT’L CONFERENCE ON EEE 2014, 1–14.
4. Yu, X., Park, S. M., Ko, K.-E., Chum, P., & Sim, K. (2013). A study on STFT Feature Extraction of Motor Imagery Brain-Computer Interface. Proceedings of KIIS Spring Conference, 23(1), 8726.
5. Pharino Chum, Park, S.-M., & Kwang-Eun Ko and Kwee-Bo Sim. (2013). VCSP Method for EEG Feature Extraction of Motor Imagery Brain-Computer Interface. Proceedings of KIIS Spring Conference, 23(1), 115–116.
6. Yu, X., Park, S., Ko, K., Pharino, C., & Sim, K. (2012). Discriminative Power Band Feature Selection using PCA for Motor Imagery Classification in EEG-based BCI System. Proceedings of KIIS Fall Conference, 37–38.
7. Chum, P., Park, S.-M., Ko, K.-E., & Sim, K.-B. (2012). Particle swarm optimization based optimal spatial-spectral-temporal component search in motor imagery brain-computer interface. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 7425 LNCS. https://doi.org/10.1007/978-3-642-32645-5_59
8. Chum, P., Park, S. M., Ko, K. E., & Sim, K. B. (2012). Particle swarm optimization based optimal spatial-spectral-temporal component search in motor imagery brain-computer interface. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 7425 LNCS, 469–476. https://doi.org/10.1007/978-3-642-32645-5_59
9. Chum, P., Park, S., Ko, K., & Sim, K. (2012). Improved Method for Extracting Optimal Time-Frequency EEG Signal Feature. Proceedings of KIIS Spring Conference 2012, 22(1), 143–144.
10. Chum, P., Park, S., Ko, K., & Sim, K. (2012). Orthonormal Polynomial based Optimal EEG Feature Extraction for Motor Imagery Brain-Computer Interface. Journal of Korean Institute of Intelligent Systems, 22(6), 793–798.
11. Chum, P., Park, S., Ko, K., & Sim, K. (2012). Orthonormal Polynomial based Optimal EEG Feature Extraction for Motor Imagery Brain-Computer Interface. Proceedings of KIIS Fall Conference 2012, 22(2), 19–20.
12. Chum, P., Park, S. M., Ko, K. E., & Sim, K. B. (2012). Optimal EEG feature selection by genetic algorithm for classification of imagination of hand movement. IECON Proceedings (Industrial Electronics Conference), 1561–1566. https://doi.org/10.110/IECON.2012.6388508
13. Chum, P., Kim, J., Park, S., Ko, K., & Sim, K. (2012). Particle Swarm Optimization based Automatic Feature Selection for Spatio-Spectral- Temporal Filtering in Brain Computer Interface. International Conference on Smart Convergence Technologies and Applications 2012, 2(3), 2012.
14. Chum, P., Park, S.-M. M., & Sim, K. B. (2013). Parallel model feature extraction to improve performance of a BCI system. Journal of Institute of Control, Robotics and Systems, 19(2012), 1022–1028. https://doi.org/10.5302/J.ICROS.2013.13.1930.
Service and Leadership:
• Cambodia Robocon Committee
Contact Details:
• Email: pharino.chum@gmail.com
• Tel: (855) 89-910-904
• Linkedin: www.linkedin.com/in/pharino-chum-446b5a85
