Datuk Efendi currently leads a sales team that specialises in offering business solutions to a wide range of clients and growing businesses, especially in SME, Government, Regional and new businesses via Media Prima’s multi platforms.

He began his career as an Administrative Officer with a Government agency. He then joined Kamal Nasir Holdings as a General Manager focusing on sales and developing new marketing strategies across the company.

In 2014, Datuk Efendi formed a media and PR agency named 99 Media. His vast experience in dealing with clients from a variety of sectors gives him a cutting edge in dealing with client relationships, and resulted in 99 Media acquiring 60% of the government media spending.

Datuk Efendi joined Media Prima OMNiA in 2020 as a General Manager of Sales, overseeing and managing all government accounts and its agencies. One of his most notable achievements constitutes a remarkable contribution to society by introducing the DIDIKTV KPM programme on ntv7, a free educational channel on television for school students across the nation. This is a collaboration between Media Prima and the Ministry of Education to address educational needs during the Covid-19 pandemic.

Following his impressive performance, Datuk Efendi was given additional responsibilities to grow Regional, SME, 1Klassifieds, and Activation under his leadership.

Datuk Efendi graduated with a Degree in Urban and Regional Planning from University of Malaya. He holds a Professional Diploma in Corporate Anti-Corruption and is a Certified Trainer. He is also a member of the Board of Trustees of Amanah Ikhtiar Malaysia. In recognition of his contributions, he was conferred the honorary rank of Honorary Major (Mejar Kehormat) by the Malaysian Army (Tentera Darat Malaysia). He was appointed as Ahli Majlis Penasihat Pengguna Negara by the Ministry of Domestic Trade and Cost of Living.