Aimad Zakaria - Country Brand Marketing Manager, Shell

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Work Background

ShellMobility Fuels Brand Marketing Manager, MY

Aug. 2021Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia- Brand Leadership: Managed the top-performing fuel sub-brands in Malaysia, Shell FuelSave and Shell V-Power. - Exemplary Leadership in Fuel Launch: Spearheaded the integrated 360 launch of ‘New + Improved Shell FuelSave’ in Malaysia, outperforming traditional campaigns. Achieved 5% volume growth, 110% volume realization, and 128% margin realization. - Successful Media Launch: Orchestrated the media launch at the National Retailers’ Conference, securing coverage from 50+ media outlets and influencers. Generated a PR value of USD 2.1M (RM 8.5M), doubling previous campaign impacts. - Consumer Skepticism Overcome: Addressed consumer doubts with the ‘Shell FuelSave Drive Challenge,’ securing 53 news coverages worth USD 1.8M (RM 7.2M). The Grand Finale reached 14M people, with 27 coverages and a PR value of USD 1M (RM 4M), maintaining 100% positive sentiment. Demonstrated fuel efficiency with a 28.23KM/L result, 52% above the OEM average. - Global Asset Development: Led the creation of global marketing materials for Shell FuelSave in Malaysia, producing over 500 assets adapted by 10 markets, setting a new benchmark for global campaigns. - Motorsport Campaign Success: Directed the Shell Motorsport collectible campaign, earning coverage from 30 media outlets and a PR value of USD 1M (RM 4.3M). Sold 800k units, doubling MOGAS volume, increasing Shell Helix sales by 30%, and achieving the highest earned conversations of any Shell MY campaign in 2022. Awards: 2023 - Excellence in DOOH, Gold - Marketing Excellence Award 2023 - Integrated Marketing, Launch Marketing, Media Strategy Finalist - Marketing Excellence Award 2023 - Shell Mobility Asia Senior VP Award, Marketing & Digital 2023 - Putra Brand Awards, Platinum 2022 - Dragons of MY, Gold - Best Integrated Marketing Campaign 2022 - Dragons of MY, Gold - Best Brand Trial/Sales Gen Campaign 2022- Dragons of MY, Bronze - Best Product Launch/Re Campaign 2022 - Putra Brand Awards, Platinum

ShellAPAC Downstream Manager (Regional Business Director), Creative Solutions

Aug. 2018 - Jul. 2021Cyberjaya, Selangor, MalaysiaStrategic Business Growth: Drove growth through strategic partnerships and clear roadmaps. Expanded the APAC portfolio by 443% in 2019 and achieved 40% growth in 2020 despite cash preservation directives. Thought Leadership: Demonstrated thought leadership through strategic exercises, leveraging research and foresight. Identified trends and competitive activities, driving substantial business value for Downstream businesses. Cost Avoidance & Innovation: Contributed to > half mil in budget cost avoidance. Designed an innovative virtual experience (VX) 3D product offer, projected to save millions per annum for Shell Group without compromising quality. Global Brand Strategy Leadership: Led the long-term Shell Marine global brand strategy and the ‘Forward Together’ platform, aligning with new CVPs. Defined communication strategy, creative ideas, and cross-market activation for the brand campaign, ensuring consistency and building long-term sub-brand equity. Global Trade Reward Strategy: Designed the 2019 communications strategy for the inaugural Shell Helix Global Trade Reward, contributing to over $1.8M margin growth and over 50% penetration growth of synthetics in key markets. Experiential Strategy Development: Created a 3-year experiential strategy for Shell Helix Global Trade Reward, delivering a robust virtual experience (VX) in 2020, saving approximately $500K in budget and increasing participant numbers by over 2118% compared to KPI. VIP Hospitality Program: Developed a 3-year communications strategy for the Shell VIP Hospitality program at the 2019 Singapore F1 GP, aligning local Shell narratives with global messages and CVPs. The program saw a 200% increase in post-event survey responses, with 90% rating it ‘excellent’ across all metrics compared to 2018. Leadership and Coaching: Demonstrated coaching and culture building leadership. Successfully influenced and upskilled team members, one protégé was promoted after over 2 years of personal coaching.

J. Walter Thompson WorldwideAccount Director

Apr. 2017 - Mar. 2018Kuala Lumpur, Malaysia- Future Leadership Recognition: Acknowledged as a future leader within J. Walter Thompson APAC. Chosen as the business lead for Nestle Confectionery and Ice Cream, stabilizing the business within 100 days and securing a continued retainer worth over $4M across South-East Asia offices. - Client Relationship and Operational Excellence: Improved appraisal scores by rebuilding client and agency relationships, enhancing collaboration, driving operational excellence, and demonstrating thought leadership in strategy, brand, and creative. Led digital and mobile-first integrated marketing campaigns, supported by two Senior Account Executives. - Successful Digital Launch Campaign: Spearheaded the digital launch of La Cremeria Classically Mint, achieving a 6.9% market share growth for sticks and a 60% increase in sales. Multipacks saw a 9.6% market share growth and a 47% sales increase compared to the previous month. - Strategic and Creative Stewardship: Supervised and provided strategic and creative guidance for various Nestle Confectionery campaigns, including KitKat Bar Launch, KitKat Mini Launch, KitKat Core Raya (Eid), KitKat Core Rebalance, and KitKat Chocolatory Special Editions. These efforts resulted in significant market share increases throughout the year compared to competitors.

J. Walter Thompson WorldwideGlobal Senior Account Manager

Jun. 2016 - Mar. 2017Kuala Lumpur, Malaysia• Promoted from Account Manager to Senior Account Manager within 7 months and co-led the Shell Lubricants (Global) and Sunway REIT businesses with a Senior Account Director and Business Director respectively. Supported by an Account Manager and Account Executive on the Shell business. • Co-led the Shell Advance brand purpose development by working closely with ABN Impact through qualitative and quantitative research across SEA countries namely Indonesia, Malaysia, India, Thailand, Vietnam and Philippines to derive the Global Shell Advance 3-5 years customer value proposition. • Designed and led the Shell Lubricants 2017 Marketing and Brand Planning workshop for the Malaysian market across sub-brands, together with the Planning Department. • Strategised and developed the campaign strategy across consumer and trade for Shell Advance Malaysia MotoGP 2016 tactical campaign which factored in 100% sales increase on Shell Advance Limited Edition motorcycle oils compared to 2015. • Instrumental member of the Business Development Team at the Malaysian office, reporting directly to both Business Director and Managing Director. Co-led a winning pitch for Wipro-Unza Malaysia and expanded projects to retainers. • Strategised and developed the long-term Shell Advance global brand strategy and platform (Outride Anything); a blueprint for 10 key markets to activate the brand campaign platform, spanning both consumer and trade segments to drive brand awareness, preference, and usage across markets. • Experienced with designing scope of work, managing renewal of retainers and contract negotiation. • Completed a 6 months digital marketing and leadership training and certified by Google Squared. Brand Experience: Oil & Gas (Shell), Real Estate/Property (Sunway REIT), FMCG (Kimberly Clark, Kellogg's), Fragrance and Cosmetics (Avon)

J. Walter Thompson MalaysiaGlobal Account Manager

Oct. 2015 - May. 2016Kuala Lumpur, Malaysia• Promoted from Senior Account Executive to Account Manager within 6 months and led the Shell Lubricants (Global and MY), Avon (MY) and Kimberly Clark (MY) businesses. • Grew Shell Helix Malaysia’s Brand Preference from 30% in 2014 to 33% in 2015 via strategic approach with effective use of messages focusing on target segments across various existing/new channels and touch points. • Coordinated with local offices to launch the new Shell Rimula Real Destinations Global Brand Campaign in 7 markets in Q4 2015. Successfully adapted locally by channeling through existing media buys and increased Shell Rimula R6 LM requests by trade owners (B2B) compared to previous years. • Operated with ABN Impact and Milward Brown – managing the consumer/trade research/immersions across various markets such as (Malaysia, Thailand, Indonesia, India, Vietnam and Philippines) to derive strong consumer/trade insights and further sharpen the brand idea, essence and proposition to relaunch a global Shell sub-brand. • Managed the renewal of retainers by designing the 2016 Scope of Work for Shell Lubricants (Global and MY), Avon (MY) and Kimberly Clark (MY); working closely with the Business Director. • Experienced with contract negotiation between client and agency within the regional and local vertical structure on both parties. Ensured requests/demands from each side are aligned and agreed upon. • Managed the production for Kleenex Wet Toilet Tissue digital content (online videos and social media posts), working closely with PRS Productions, J. Walter Thompson Bangkok, Ogilvy MY and Mindshare MY. Brand Experience: Oil & Gas (Shell), Real Estate/Property (Sunway REIT), FMCG (Kimberly Clark), Fragrance and Cosmetics (Avon)

J. Walter Thompson MalaysiaGlobal Senior Account Executive

Mar. 2015 - Sep. 2015Kuala Lumpur, Malaysia• Developed the marketing communications strategy for Shell Love My Ride Festival 2015; championing the first integration of Shell Helix and Shell V-Power locally which broke the Malaysian Book of Records as the biggest oil change event in Malaysia (378 cars under 12 hours; 500 cars over 2 days). • Coordinated with local offices and implemented the revolutionary Shell Helix PurePlus Global Brand Campaign across 13 markets globally in a span of 2.5 months in Q4 2014. • Strategised and solidified the 2016 brand planning and marketing efforts respectively for Shell Lubricants at both local and global level with B2C and B2B understanding; leading clients and agency partners such as Mediacom and PR Kraft. • Proposed and negotiated the 2015 retainer / project Scope of Work and agency fees for Shell Lubricants Global, Avon and Kimberly Clark with 10% increase from the previous year (for Shell Lubricants). • Managed the execution of thematic and tactical campaigns for Shell Lubricants, Avon and Kimberly Clark by liaising with Media agency (Mediacom), PR agency (PR Kraft, Edelman), Activation Agency (Skinny Fat Kids, Crunch Communications UK, Geometry Global) and Media Owners (such as iCarAsia, Proto Malaysia, Astro). Brand Experience: Oil & Gas (Shell), Automotive (Ford), FMCG (Kimberly Clark), Fragrance and Cosmetics (Avon)

JWT Kuala LumpurGlobal Account Executive

Jul. 2013 - Mar. 2015Kuala Lumpur, Malaysia• Identified local business opportunities and supported markets in developing local Shell Lubricants tactical campaigns that resonates with local target audience, such as “Double The Victory” campaign developed in Pakistan for Shell Rimula which received second place for the Shell Visual Identity Excellence Award 2014. • Worked closely with Blue Hive Bangkok and Shanghai to develop sustainment campaigns for Ford EcoSport, Fiesta and Focus, together with the new Ford Mondeo Launch Campaign, thereafter implemented in Malaysia. • Managed the localisation/adaptation of thematic and tactical campaigns for Shell Lubricants MY, LINE App and Schick. • Researched and analysed the competitive landscape and target audiences to derive consumer insights for 100PLUS and Carlsberg thematic campaign pitch proposals respectively. Played an instrumental role in winning both accounts in 2014. • Managed the development of ATL communications for Tourism Malaysia Global campaign roll-out for various markets. Brand Experience: Oil & Gas (Shell), Automotive (Ford), FMCG (Kellogg's, Carlsberg, 100PLUS, Schick), Messaging App (LINE), Tourism/Hospitality (Tourism Malaysia)