Expert Details

Expert in Lubricants, New Market Entries, Business Turn-around Strategies, RTM

Expert ID: 727824 South Africa

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Expert has developed strategies for business growth in countries across Africa, the Middle East, the sub continent and the Far East. These encompassed a range of market types and levels of business maturity (From start-up strategies in countries like Algeria to well developed operations in South Korea and a turn-around operation in Egypt). Expert also has sound experience in the generation of clear business cases for large capex projects; such as Greenfield Lube Oil Blending plants, transport fleets for Route to Market optimization etc.

Expert has extensive international business management experience, co-running a public company in South Korea (Hankook Shell) as joint executive director; as General Manager for Shell’s lubricants JV in Saudi Arabia; as Lubricants Manager for Shell Pakistan and as Marketing Manager for some 42 countries across Africa and Middle East. During these assignments he also took on extra curricular roles in Shell’s global marketing operations and for example ran Shell’s new business development program for the Steel sector globally.

Expert has twenty years experience with Shell in the lubricants business, ten years of which were spent abroad. During this time he was extensively involved in the marketing of branded speciality lubricants as well as managing commodity type products in the petroleum industry.

A significant portion of the Lubricants business across Africa and Asia is handled by third party agents and distributors. Solid Route to market (RTM) strategies and sound channel distribution are crucial to business success in these often difficult developing markets. Expert was involved in many distribution optimization studies and RTM implementation projects across these geographies

Added to the general management experience, Expert spent a stint as Consumer Lubricants Manager for Africa and the Middle East covering some 42 countries. He was deeply involved in understanding the marketing mix in these geographies to ensure the development (and delivery) of compelling customer value propositions for Shell’s somewhat complex range of automotive and industrial lubricants. As global team leader for Shell’s Steel Sector he led the development of complex services propositions to some of the largest steel mills in the world.

Expert’s experience in lubricants production is significant having been responsible for a number of blending operations around the world (6 in Pakistan, 1 in Saudi Arabia and 1 in Busan South Korea. He was also a director of Blendcor in Durban - a JV production facility owned by BP and Shell for supply across Southern Africa.


Year Degree Subject Institution
Year: 1984 Degree: MSc Subject: Materials Engineering Institution: University of Cape Town
Year: 1980 Degree: BSc Subject: Chemistry Institution: University of Cape Town

Work History

Years Employer Title Department Responsibilities
Years: 2005 to 2008 Employer: Shell Title: Undisclosed Department: Global Lubricants Responsibilities: Marketing responsibilities for Shell Lubricants operations across Africa and Middle East
Years: 2003 to 2005 Employer: Saudi Arabian Shell Lubricating Oil Company Title: Undisclosed Department: Saudi Arabia Responsibilities: Responsible for profitably growing the lubricants business in Saudi Arabia for a Shell/Saudi joint venture lubricants manufacturing and marketing company with a turn-over of $100m
Years: 1999 to 2003 Employer: Undisclosed Title: Executive Vice President and Director Department: South Korea Responsibilities: Vice president and joint director overseeing manufacturing, marketing, sales and back-office support for this publically listed South Korean lubricants company. Turnover $90mn

International Experience

Years Country / Region Summary
Years: 1996 to 1999 Country / Region: Pakistan Summary: Expat for Shell in Pakistan. Lubricants Manager responsible for Production and Marketing. Directorships on six production companies.
Years: 2000 to 2004 Country / Region: South Korea Summary: Expat for Shell seconded to Hankook Shell Oil Company (public company) as Executive Vice President
Years: 2004 to 2005 Country / Region: Saudi Arabia Summary: General Manager for a Shell/local joint venture company manufacturing and marketing Shell lubricants
Years: 2005 to 2009 Country / Region: Africa and Middle East Summary: Marketing Manager for Shell's lubricants business across Africa and Middle East

Career Accomplishments

Professional Appointments
Expert has served on the board of eight companies in countries such as South Africa, South Korea and Pakistan
Publications and Patents Summary
Paper written and presented in Gortenborg on the deformation chatacteristics of a 12% chromium containg stainless steel as a direct result of the reaseach thesis completed f's master's degree

Additional Experience

Expert Witness Experience
limited to one instance - Technical expert witness for vehicle accident case where there was a brake failure and he was called upon to explain the technical operation of break fluid
Training / Seminars
Delivered many training seminars ranging from technical lubrication processes to change management during a twenty year carreer with Shell
Vendor Selection
Vendor selection ranging from Lube Oil Blending Plant greenfield construction, raw materials procurement (additives for lubricants blending), computer management systems, production equipment to management and HR consultants
Marketing Experience
Twent years experience in the lubricants business spread over more than forty countries (Latin america, Africa, Middle and Far East)

Language Skills

Language Proficiency
English English is Expert's home language. Proficient in speaking, reading and writing

Fields of Expertise

business case, strategic market planning, business plan, strategic planning, strategy, business strategy, turnaround, business development, business management, business startup, oil marketing, petroleum industry, petroleum marketing, distribution channel, marketing, marketing mix, consumer product marketing, technical marketing, value proposition, lubricant blending, lubrication process, lubricant marketing, corporate turnaround, portfolio analysis, market segmentation, organization strategy, business failure, business continuity planning, exit planning, strategic marketing, petrochemical marketing, multicultural marketing, industrial marketing, consumer marketing, B2B market research, business analysis, change management, branding, customer segmentation, gap analysis, business valuation, Pacific Rim petroleum product market, Asia-Pacific market, commodity market development, energy market analysis, commercialization, market development, market positioning, business ethics, business operations, marketing brand management, Chinese marketing, market assessment, marketing communications, advertising, market trend, market potential, team building, lubricant manufacturing, chemical marketing, distribution management, proposal writing, international marketing, technical training, market forecasting, corporate strategic planning, competitive analysis, business re-engineering, analysis, transformation, proposal, market research, growth, mineral oil, metallurgy, management decision-making, lubricant selection, industrial benchmarking, business process re-engineering, blending

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