As the Chief Executive Officer of Group Consumer & Digital Banking, Effendy leads CIMB Group's consumer banking operations and digital initiatives across the region. Since assuming the role on January 1, 2023, he has been overseeing retail segments, products, and channels throughout ASEAN, including digital banks in two markets. Additionally, Effendy is responsible for CIMB Group's investments, partnerships, and value creation endeavors in the digital sphere, previously managed under CIMB Digital Assets, where he served as Chief Executive Officer.
