Eddy Dorairajah

Vice President, Consumer Marketing

CIMB Bank

Eddy is a seasoned marketing communications practitioner with over 25 years of experience. Most of his work life was building top Malaysia brands such as Malaysia Airlines, Petronas, DiGi, Celcom, Maxis, at top-notch creative agencies like Ogilvy & Mather and Leo Burnett. In 2010, he decided to take a leap to a brand new world. He joined Citi Bank in 2010 and was leading a global strategy focus called Perceptual Scale, “painting” selected high-traffic areas in the heart of KL and the airport with Citi’s blue-print presence to build a perception of scale and strength of Citi’s presence here in Malaysia, ultimately solidifying top of mind recall and affinity towards the brand. He and his team won a Silver award for the Best Integrated Campaign in A&M Awards 2012 for the re-launched AirAsia-Citi Gold and Platinum credit cards.

Eddy thereafter moved to CIMB in 2014, overseeing marketing communications for credit card, personal finance, mortgage, banca, to name a few, as well as being in-charge of creative agency management. In 2016, he and his team bagged in their first-ever department marketing awards for the relaunch of CIMB PETRONAS Mastercard – The 2016 Dragons of Malaysia Awards: (SILVER) Best Innovative Idea or Concept, (BRONZE) Best Social Media or Word Of Mouth Campaign.

Living up of his motto in life, ‘When you reach for the stars, you may not quite get them, but you won’t come up with a handful of mud either.’ by Leo Burnett, Eddy ensures he keep this as a focus in all that he does and strives hard continuously, innovating fresh new ideas and strategies for brands he works on.