Cher is Co-owner & Managing Director of Batu Batu - Pulau Tengah, a sustainably-minded off-grid island resort in Malaysia that provides job opportunity and supply chain demand in the nearby coastal town of Mersing. She is also founder of Tengah Island Conservation, a non-profit biodiversity management initiative that has released over 17,000 endangered sea turtle hatchlings since 2014, where her team engaged over 500 primary and secondary school students in Mersing on environmental awareness programme.