Asia-Pacific Power List 2024: Abdul Sani Abdul Murad, RHB Banking Group

Abdul Sani Abdul Murad 

Group chief marketing officer
RHB Banking Group
Malaysia
Returning member

Abdul Sani Abdul Murad secures his place on Campaign Asia-Pacific's Power List for the third time, reinstating his position as a force in the region’s marketing landscape. His visionary approach has cemented RHB Banking Group’s reputation for innovative marketing at the forefront of Malaysia’s financial sector.

Over the past year, Sani’s strategic initiatives have improved RHB's market influence. Under his leadership, RHB launched the #JomSapot campaign, leveraging AI to provide SMEs with crucial exposure during challenging economic times. This initiative reflects Sani’s focus on harnessing cutting-edge technology to enhance brand interaction and accessibility, contributing to an impressive 89% activation rate for RHB's mobile banking app, which now ranks as one of Malaysia's most sought-after.

Sani’s influence extends beyond technological innovation. His campaigns, especially those around festive periods, have effectively woven social themes into RHB’s brand narrative, championing inclusivity and community support. His efforts in leading the bank’s sustainability initiatives have positioned RHB as a pioneer in the banking industry for environmental advocacy, showcasing his commitment to responsible corporate leadership.

2023 has been a landmark year for Sani, who played a pivotal role in boosting RHB’s net promoter score from 16th to second in the industry. The brand also achieved a historic brand value of US$1 billion, maintaining its position as Malaysia's 11th most valuable brand according to Brand Finance’s annual rankings. 

Sani’s commitment to marketing excellence is evidenced by his active role in nurturing talent within and beyond RHB. He has been a frequent speaker at industry forums and a mentor to up-and-coming marketers, reflecting his dedication to elevating the marketing profession across the Asia-Pacific region. In 2023, Sani’s leadership and the RHB marketing team’s prowess were recognised at industry awards, including the Effies APAC.