Hello! I am an executive marketing and business leader with 20+ years of experience across energy, retail, and consumer sectors. I excel in brand leadership, non-fuel retail, digital marketing, and business transformation, including software and process implementation. I am known for building high-performing teams, driving revenue growth, and aligning strategy with execution in complex, multi-stakeholder environments. I thrive on turning insights into action, fostering cross-functional collaboration, and delivering measurable results.…

SYED MUSHARAF

Hello! I am an executive marketing and business leader with 20+ years of experience across energy, retail, and consumer sectors. I excel in brand leadership, non-fuel retail, digital marketing, and business transformation, including software and process implementation. I am known for building high-performing teams, driving revenue growth, and aligning strategy with execution in complex, multi-stakeholder environments. I thrive on turning insights into action, fostering cross-functional collaboration, and delivering measurable results.…

Available to hire

Hello! I am an executive marketing and business leader with 20+ years of experience across energy, retail, and consumer sectors. I excel in brand leadership, non-fuel retail, digital marketing, and business transformation, including software and process implementation.

I am known for building high-performing teams, driving revenue growth, and aligning strategy with execution in complex, multi-stakeholder environments. I thrive on turning insights into action, fostering cross-functional collaboration, and delivering measurable results.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Marketing Lead & Business Analyst (Strategic Marketing & Software Integration) at Design International (formerly S.A.H Enterprises Inc)
September 1, 2021 - Present
Managed multi-channel marketing initiatives, including social media, Google Ads, and website development; led digital and conversational marketing for the Karachi Knights in the Cricket Mega Star League; coordinated cross-functional teams to implement software integrations and improve business processes.
Manager Marketing – Non-Fuel Retail Business at Hascol Petroleum Limited
October 1, 2016 - December 1, 2019
Led marketing, branding, and allied initiatives for Non-Fuel Retail; developed campaigns, partnerships, and sales enablement; oversaw NFR strategy and profitability improvements.
Manager brand Marketing, Non-Fuel Retail & Training at Byco Petroleum Pakistan Limited
June 1, 2015 - March 1, 2016
Developed marketing strategies for high street, industrial and retail channels; led product launches and advertising; delivered training and brand identity.
Manager Allied Business & Media Communication at Hascol Petroleum Limited
February 1, 2007 - May 1, 2015
Architected NFR & Allied Business roadmap; served as chief media liaison; oversaw Hascol IPO campaign; negotiated partnerships; expanded allied retail; initiated Fuel Card program concept.
Food Management System Coordinator at Marks and Spencer Ltd
April 1, 2002 - November 1, 2006
Managed food systems, led in-store marketing, supported credit card and loan sales, and maintained customer service and visual merchandising standards.
Company Coordinator at Pearl Confectionery (Pvt) Ltd
July 1, 1995 - January 1, 2002
Led new product development by coordinating with QC and Marketing; reported weekly progress to the Chairman; streamlined cross-functional collaboration across key departments.
Economic Affair Coordinator at SGS Pakistan Ltd
May 1, 1992 - June 1, 1995
Coordinated economic affairs; supported market research and reporting.
Assistant General Manager – Marketing at Reliance Insurance
June 1, 2020 - March 1, 2021
Directed marketing strategy and campaigns, enhancing brand presence and customer engagement. Coordinated cross-functional teams, managed budgets, and built relationships with partners to drive revenue growth.

Education

MBA - Marketing Management at Dublin Metropolitan University
January 11, 2030 - March 13, 2026
BSc – Mathematics, Statistics, Physics at National Science College
January 11, 2030 - March 13, 2026
HSc - Science at Saint Patrick High School
January 11, 2030 - March 13, 2026

Qualifications

Scrum Fundamental Certified (SFC)
January 11, 2030 - March 13, 2026
Six Sigma Yellow Belt Certified
January 11, 2030 - March 13, 2026
Project Management Course Certification
January 11, 2030 - March 13, 2026
PSM1 Course Certification (Udemy)
January 11, 2030 - March 13, 2026
Digital Marketing Fundamental Certified
January 11, 2030 - March 13, 2026
Marketing Strategy Fundamental Certified
January 11, 2030 - March 13, 2026
Marketing Research Fundamental Certified
January 11, 2030 - March 13, 2026
KAIZEN Practitioner Master Class for Continuous Improvement
January 11, 2030 - March 13, 2026

Industry Experience

Energy & Utilities, Retail, Media & Entertainment, Professional Services, Software & Internet, Consumer Goods
    paper Non-Fuel Retail Expansion (NFR)

    Hascol Petroleum Limited (2016 – 2019)
    Spearheaded the nationwide launch and development of Non-Fuel Retail initiatives, including C-stores, tyre care services, car wash facilities, coffee kiosks, juice bars, lubricant shops, and pharmacy outlets.
    Conducted comprehensive market research to understand customer needs and positioned NFR offerings as value-added services at petrol stations.
    Negotiated and secured strategic alliances with FMCG brands, QSRs, and financial institutions (ATMs, POS machines, branchless banking).
    Developed profitability models and implemented corrective actions for underperforming outlets.
    Enhanced Hascol’s value proposition by offering convenience-based solutions, leading to new sustainable revenue streams and stronger customer loyalty.

    paper Enterprise Software Implementation

    S.A.H Enterprises Inc (2021 – Present)
    Directed the end-to-end implementation of enterprise software aimed at enhancing operational workflows and business processes.
    Conducted enterprise-wide assessments to identify inefficiencies, user pain points, and bottlenecks in existing systems.
    Designed and executed a change management strategy, ensuring minimal disruption and rapid adoption.
    Utilized Agile Scrum methodologies and collaborative project management tools to align IT teams, stakeholders, and end-users.
    Trained staff on new systems and built a framework for continuous learning, resulting in higher employee productivity and system utilization.
    Delivered measurable improvements in efficiency, reduction of process waste, and improved reporting