About Setel:

The Future of Mobility

Introduced in July 2018, Setel is a mobile platform that aims to delight customers by innovating for better, inclusive mobility. Setel serves customers across Malaysia by powering one app as the constant companion to ease motorists journey across fueling, parking, EV charging, motor insurance, road tax, auto assistance, general purchases, and more across an ecosystem of PETRONAS petrol stations, retail partners, and online merchants.

Role Purpose:

The Lead, Commercial Strategy (Non-Fuel) leads the commercial strategy, financial modelling, and business case development across Setel's non-fuel portfolio (mobility, fintech, and advertising) by evaluating emerging growth opportunities, structuring commercially sound partnerships, and ensuring all initiatives are supported by robust, decision-ready analysis to drive long-term revenue diversification. The role provides structured commercial insight to support investment decisions, assesses the viability of new business and partnership opportunities, and ensures that growth initiatives are aligned with the platform's broader commercial objectives and performance expectations.

In this role you will:

Own the commercial strategy, modelling, and business case function across Setel's non-fuel portfolio spanning mobility, fintech, and advertising, the growth frontier of the platform and the primary source of Setel's future revenue diversification beyond its fuel core.
Develop commercial models and investment frameworks for business lines that are still establishing their revenue trajectories, where market data is more limited, assumptions carry greater uncertainty, and the quality of the analytical construct matters more, not less.
Identify, size, and appraise revenue uplift opportunities across mobility, fintech, and advertising including new product lines, platform partnerships, merchant network expansion, and audience monetisation strategies, building the business case for each.
Lead new business and venture assessment for non-fuel opportunities, applying rigorous commercial criteria to stress-test viability, market size, competitive positioning, and return profile before recommending pursuit or deprioritisation.
Own commercial terms and deal structuring for non-fuel partnerships across fintech, mobility, and advertising, ensuring Setel enters new arrangements with terms that protect its commercial position and create room to scale.
Drive pivot and scenario planning across non-fuel & PETRONAS related business lines where growth trajectories are less established and the need for course correction may arise at shorter intervals than in a mature segment.
Produce investment appraisals and business cases for management and Board approval on all material non-fuel initiatives, translating emerging commercial opportunity into structured, defensible cases

You're a great fit if you have:

Bachelor's degree in Business, Finance, Economics, or related discipline.
MBA or equivalent is an advantage.
Minimum 6–10 years of experience in commercial strategy, investment analysis, corporate strategy, or consulting.
Experience in business case development and financial modelling in high-growth or ambiguous environments.
Exposure to multi-business-line or platform-based environments preferred.
Experience supporting senior leadership and/or Board-level decision-making.

Technical/Functional Skills

Commercial and financial modelling in high-growth or early-stage business contexts where assumption construction, scenario sensitivity, and range of outcomes are as important as the base case.
Business case development for new and adjacent business lines where benchmarks are limited and commercial frameworks must be built from first principles.
Market sizing, competitive analysis, and commercial opportunity assessment across multiple verticals simultaneously.
Partnership and deal structuring across fintech, mobility, and digital advertising commercial contexts.
Scenario modelling across business lines with materially different maturity profiles, risk characteristics, and growth drivers.
Understanding of platform monetisation models, fintech regulatory context in Malaysia, and digital advertising economics.

Leadership/ Behavioral Skills

Confidentiality: Ability to handle sensitive information with confidentiality.
Analytical Thinking
Business Development
Decision Making and Judgement
Effective Communication

What Makes Working With Us Awesome

Our people and culture: You will get to work with awesome and friendly colleagues to whom you can expect to collaborate well to deliver your work. Empowerment is given and you will get a lot of opportunities for peer-learning.
Availability of tools and applications: You will be provided with different tools to facilitate your work. Automate your work whenever possible so that you can focus on delivering impact for your role.
Development focused: Your learning and growth matters most for us. We are people centric and always ready to help our people to define what they want to make an impact on and craft their learning plan accordingly.

Cool Perks/Benefits

Hybrid working arrangement; Flexible working hours.
Relax and unwind at the leisure area with video games, board games, books, and more.
Wear your favourite jeans, or any cool OOTD so that you can work comfortably (in style).
Coffee, tea, or snacks are available for consumption at the pantry. Because you'll be happier with a full tummy.
A healthy body leads to a brilliant mind. Let's get moving with the inter-company sports team.
There will be workshops, talent shows, sport activities, and other events for sharing and bonding.

Personal Data Protection

Setel Ventures Sdn Bhd (Setel, we, our us) is committed to protecting and respecting your privacy. This Setel privacy statement (Privacy Statement) explains what personal data we collect about you, when and why we collect it, how we use it, the conditions under which we may disclose it to others, your rights to your personal data and how we keep it secure. This Privacy Statement covers both our online and offline collection activities, including personal data that we collect through online platforms such as websites, applications, third party social networks or our online and physical events, or through other third parties that we work with. Please read this carefully to understand our views and practices regarding your personal data.