Rahayu Zulkifli is a CEO of PULIHARA who gave up a corporate career to protect the turtles, she was an in-house legal council and then in 2003 she decided to change career. She was trained to become a lawyer before she joined WWF- Malaysia.

PULIHARA a community-based conservation organisation active in Kerteh and Dungun, where it has built strong relationships with local communities since 2016. The organisation manages turtle hatcheries alongside research, education, and outreach programmes focused on Green Turtles and Painted Terrapins. It regularly collaborates with schools and communities to raise awareness on marine conservation. In 2024, PULIHARA became the first organisation in Malaysia to introduce the mobile Turtle Trunk learning kits, enhancing hands-on environmental education through interactive and engaging experiences.