Bio

As CEO of Group Consumer & Digital Banking, Effendy manages CIMB Group’s consumer banking franchise across the region, including its digital banking initiatives. Appointed to the role on 1 January 2023, he oversees all aspects of the Group’s retail segments, products and channels across ASEAN, including digital banks in two markets. In his present role, he is also responsible for all of CIMB Group’s investments, partnerships and value creation activities in the digital space, previously within the ambit of CIMB Digital Assets (including Touch ‘n Go and TNG Digital), of which he was CEO. Previously CEO of Group Ventures and Partnerships, he was responsible for the development of the Group’s new and disruptive revenue and value creation streams, with a focus on cultivating new-age partnerships at scale, venturing through selective strategic investments in platform-based business, and managing the Group’s digital banking franchises. Prior to that, Effendy was CEO of Group Asset Management & Investments, responsible for the Group’s investments businesses across both public and private markets, including the regional asset management business, its private equity fund management business and the proprietary equity investments portfolio. Prior to that, as CEO of Group Commercial Banking, he manages the Group’s regional banking businesses for the small and medium enterprise and mid-sized corporate segment, with a key focus on creating differentiated propositions and executing long term growth strategies. Preceding that, Effendy was Group Chief Marketing and Communications Officer, managing the Group’s entire marketing and communications initiatives and lead franchise-wide efforts to ensure a consistent and differentiated CIMB brand for all of the Group’s businesses across the region. Before that, he served as a Director in the Group’s Investment Banking Division, primarily focusing on corporate advisory and origination. Prior to joining the Group in 2004, Effendy spent the early years of his career in several companies in a corporate development capacity, mostly involved in private equity, merger and acquisition and general business expansion initiatives across Asia Pacific. Regional business experience having worked and lived in Malaysia, Hong Kong and Singapore.