Dr. Yeo Sook Fern is an Assistant Professor at the Faculty of Business, Multimedia University, Melaka, where she currently holds the Deputy Dean for Research & Industrial Collaborations role. She also serves as a Visiting Professor with the Department of Business Administration at Daffodil International University. Additionally, Dr. Yeo is an International Academic Advisory Board Member at Qingdao City University, China, and an Academic Council Member at Gutenberg Honors College, Qingdao City University, China. She also contributes as a Scientific Board Member of research organization, an Editor-in-Chief of an international journal, and an editor for several other reputable journals.

With 21 years of teaching experience, Dr. Yeo Sook Fern is experienced in teaching marketing, management, microeconomics, macroeconomics, and other business-related subjects. She also supervises students at various levels, including BBA, MBA, MPhil, and PhD programmes. In addition to her teaching responsibilities, she is actively involved in research. She has secured 25 grants from international, national, and university sources, serving as the principal researcher and project member across various research initiatives. Her research contributions include 144 journal articles, 84 internationally refereed conference papers, and 12 book chapters. Dr. Yeo Sook Fern has received recognition for her academic and professional achievements, winning numerous awards throughout her career.