Abdul Sani Abdul Murad

I have spent close to three decades driving enterprise growth, brand transformation, and digital commercialisation across global consumer goods and banking, while contributing to industry standards as a Council Member of the Malaysian Advertisers Association.Today, as Chief Marketing Officer of RHB Banking Group, I lead the Group’s brand, customer strategy, market intelligence, and integrated marketing capabilities. My role focuses on connecting strategy, culture, and execution to create measurable business outcomes.Key achievements include:• Strengthened RHB’s brand value to USD1 billion, achieving a CAGR of 11.4%.• Spearheaded digital commercialisation initiatives, increasing lead generation 29-fold, contributing nearly 20% of national sales.• Built integrated marketing and data-driven capabilities to support enterprise-wide growth and customer engagement.Previously, as Head of Marketing at HSBC Malaysia, I helped establish HSBC Amanah, launching 26 Islamic banking branches within three years, strengthening the bank’s footprint in Malaysia’s Islamic banking sector.I began my career at Unilever, where I managed several consumer categories, restoring detergent profitability by 60% in a year and driving market leadership across Sunsilk and other personal care categories.Beyond my corporate role, I contribute to shaping Malaysia’s marketing ecosystem as a Council Member of the Malaysian Advertisers Association, advancing marketing effectiveness, responsible advertising, and industry standards.I am passionate about aligning strategy, culture, and customer insight to build brands that are strategic assets, guide decision-making, and create long-term enterprise value. My leadership philosophy is to build teams that combine commercial discipline, creativity, and strategic clarity to deliver meaningful growth.