Effendy was appointed Group CEO of Touch ‘n Go Group on 2 October 2020 and is responsible for managing the day-to-day functions of the Group’s businesses. Effendy also serves as Executive Director of Touch ‘n Go and Chairman of TNG Digital, the operator of the Touch ‘n Go eWallet.

Effendy has spent the last 18 years at CIMB Group, where he still serves as Chief Executive Officer of CIMB Digital Assets. In this role he oversees all of CIMB Group’s investments, partnerships and value creation activities in the digital space including CIMB’s digital banking franchises in Philippines and Vietnam.

Prior to that, Effendy was CEO of Group Ventures & Partnerships at CIMB Group, where 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 businesses, and managing its digital banking franchises. At the same time, he was also responsible for CIMB Group’s asset management and investments business across both public and private markets, including its regional asset management business, its private equity fund management business and proprietary equity investments portfolio.

Prior to that, Effendy was CEO, Group Commercial Banking at CIMB Group, managing CIMB 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, he was Group Chief Marketing and Communications Officer, managing the CIMB Group’s entire marketing and communications initiatives and lead franchise-wide efforts to ensure a consistent and differentiated CIMB brand for all of the CIMB Group’s businesses across the region. Before that, he served as a Director in the CIMB Group’s Investment Banking Division, primarily focusing on corporate advisory and origination.

Prior to joining CIMB Group, Effendy spent the early years of his career in several international companies in a corporate development capacity, mostly involved in private equity, merger and acquisition activities across Asia Pacific and general business expansion initiatives.

Effendy’s additional Board responsibilities include serving as Chairman of CIMB Vietnam. He also serves on the Board of Principal Asset Management.

On full scholarship, Effendy graduated with Honours in Electronic Engineering with Optoelectronics from University College London, and has completed executive leadership and advanced management programmes at INSEAD and Columbia Business School.