MUHAMAD ARIF HARIFFIN
Banting,Malaysia
Summary
Accomplished professional with expertise in enterprise sales strategy and P&L ownership, driving multi-channel distribution architecture and advanced sales analytics for enhanced performance management. Proven leader in digital and sales transformation, adept at customer and segment monetisation strategy, with a focus on governance, risk, and compliance in sales. Skilled in talent management and strategic stakeholder engagement, committed to fostering growth through effective succession planning.
Overview
21
21
years of professional experience
9
9
years of post-secondary education
1
1
Certification
Work history
Board of Governor
Financial Planning Association of Malaysia (FPAM)
Kuala Lumpur, Malaysia
08.2025 - Current
Provide governance oversight and strategic guidance to support the development, professionalism, and ethical standards of the financial planning industry in Malaysia.
Head, Sales & Distribution
PNB (ASNB Division)
Kuala Lumpur, Malaysia
01.2023 - 01.2026
Lead ASNB’s nationwide sales and distribution strategy across branch, agent, and partner channels. Own enterprise-level sales outcomes, productivity metrics, and execution discipline
- Drive customer segmentation, RM capability uplift, and branch transformation initiatives
- Partner closely with Digital, Marketing, Product, Performance, and Risk functions to ensure aligned execution
- Champion ethical sales culture, governance, and conduct risk management
Key scope:
- Full accountability for regional revenue, CASA, lending, and wealth KPIs, Large-scale workforce leadership across branches, sales, and service teams
- Sales productivity uplift, turnaround management, and market expansion
Consistent delivery of top-tier regional and national performance rankings
Regional director
CIMB Bank Berhad
06.2020 - 01.2025
Lead multiple Regional Director appointments across high-impact geographies, with responsibility for retail banking, wealth management, deposits, lending, and banca assurance:
- Pahang & Negeri Sembilan | Co-Manage Kelantan & Terengganu (2024 – Jan 2025)
- Kelantan, Terengganu & Pahang (2022 – 2023)
- Negeri Sembilan & Melaka (Co-Manage) (Jul 2023 – Dec 2023)
- Sabah & W.P. Labuan (2020 – 2021)
Assist Vice President (Branch Manager)
CIMB Bank Bhd, Kulai, Johor DT
Kulai, Johor
01.2017 - 05.2020
End-to-end management of branch P&L, fee income, deposits, unsecured lending, staffing, and recruitment
- Delivered consistent financial performance while building strong sales and service culture
- Recognized nationally as Best Retail Branch Manager
Branch Manager, Jalan Skudai Tampoi, Johor DT
August 2015 – January 2017
Assist Customer Service Manager
CIMB Bank Bhd, Bandar Baru Permas Jaya, Johor DT
10.2013 - 07.2015
- Assist Customer Service Manager Bndr Baru Seri Alam Johor DT January 2011 - September 2013
Executive Officer
CIMB Bank Berhad, Bandar Baru Masai, Johor DT
01.2011 - 12.2012
- Officer Bandar Seri Alam Masai Johor DT April 2006 - December 2010
Personal Banker
RHB Bank Berhad, Tmn Ungku Tun Aminah, Johor DT
06.2005 - 03.2006
Education
Chartered Banker - Financial Instituion
ASIAN Institute of Chartered Banker
01.2023 - 03.2024
Certified Financial Planner - Financial Instituion
Financial Planning Association of Malaysia (FPAM)
06.2024 - 12.2024
Master of Business Administration - Business Admnistration
University Tun Razak
Kuala LumpurBachelor's Degree in Management - Major in Marketing
University Technology Malaysia
Skudai, Johor Darul Takzim 01.2001 - 12.2004
Sijil Pelajaran Malaysia (SPM) - Sains, Accounting
MARA Junior Science College
Kuala Terengganu, Terengganu 01.1998 - 12.2000
Doctor of Philosophy - Knowledge Management, Organizational Performance & Customer Satisfaction in Banking
University Tun Razak
Kuala Lumpur 11.2023 -
Skills
- Enterprise Sales Strategy & P&L Ownership
- Multi-Channel Distribution Architecture
- Advanced Sales Analytics & Performance Management
- Customer & Segment Monetization Strategy
- Digital & Sales Transformation Leadership
- Talent, Capability & Succession Management
- Strategic Stakeholder & Board Engagement
- Governance, Risk & Compliance in Sales
Languages
English
Bahasa Malayu
Hobbies
Art and Antique Collection, Working
Accomplishments
- 2024 Champion, Nationwide Outstanding Performance Deposit Elite Award, Super Builder Regional Director Banca Outstanding SuperStar for Region 13 + Region 10, 2nd Runner Up Regional Director CSD Dragon Legendary Challenge 2024
- 2023 Top Regional Director (Islamic Banking), Top Regional Director (MOCA), Super Builder Regional Director Banca Outstanding SuperStar for
Region 13 + Region 10 - 2022 Top Regional Director Banca Outstanding SuperStar, Top Regional Director Banca Convention Winner London, Best Regional Director (Accomplished Highest ASB Financing Growth + Disbursement RM528Mil), Top Regional Director Lead Generator Penetration
- 2021 Regional Director Champion (CEO) Challenge Winner, Top Regional Director Super Builder (25 MDRT + 5 Branch Manager Super Builder), Top Banca Producer Regional Director, No 1 Regional Director HAT Along with No 1 Regional Director Banca Sales Convention Winner Vienna, Top Region Retail CASA + FD of RM325.3 Mil, ASB Financing of RM479 Mil, Banca Assurance of RM31 Mil, Preferred BUMI Acquisition.
- 2020 Top Regional Director Banca Sales Convention Winner, Top Regional Director Banca Sales Producer
- 2019 Best Retail Branch Manager - Nationwide, Top Branch Manager CEO Challenger Winner, Top Branch Manager Banca Sales Convention Winner
Certification
Professional Certifications & Licences
Certified Chartered Banker (CB – AICB) | Certified Financial Planner (CFP® – FPAM) | Licensed Investment Practitioner (FIMM) | Certified in Investment-Linked Life Insurance (MII)
Academic Qualifications
MBA | Bachelor of Management (Marketing)
References
References available upon request.
Timeline
Board of Governor
Financial Planning Association of Malaysia (FPAM)
08.2025 - Current
Certified Financial Planner - Financial Instituion
Financial Planning Association of Malaysia (FPAM)
06.2024 - 12.2024
Doctor of Philosophy - Knowledge Management, Organizational Performance & Customer Satisfaction in Banking
University Tun Razak
11.2023 -
Head, Sales & Distribution
PNB (ASNB Division)
01.2023 - 01.2026
Chartered Banker - Financial Instituion
ASIAN Institute of Chartered Banker
01.2023 - 03.2024
Regional director
CIMB Bank Berhad
06.2020 - 01.2025
Assist Vice President (Branch Manager)
CIMB Bank Bhd, Kulai, Johor DT
01.2017 - 05.2020
Assist Customer Service Manager
CIMB Bank Bhd, Bandar Baru Permas Jaya, Johor DT
10.2013 - 07.2015
Executive Officer
CIMB Bank Berhad, Bandar Baru Masai, Johor DT
01.2011 - 12.2012
Personal Banker
RHB Bank Berhad, Tmn Ungku Tun Aminah, Johor DT
06.2005 - 03.2006
Bachelor's Degree in Management - Major in Marketing
University Technology Malaysia
01.2001 - 12.2004
Sijil Pelajaran Malaysia (SPM) - Sains, Accounting
MARA Junior Science College
01.1998 - 12.2000
Master of Business Administration - Business Admnistration
University Tun Razak