Shubham S.

Brand Manager at Dole Singapore-Malaysia | Consumer Goods Marketing | Helping new marketers grow in their careers

A believer in the power of brands to influence sustainable lifestyle choices, I love scaling brands from 1 to 10 rapidly. 

-------- Current Role:----------

At Grab, to grow key QSR brands’ reach and revenue in SEA. I am handling end to end enterprise services on Grab for them. 

-------- Past Roles:----------


I was building Kind Kones, a plant based ice cream brand with no palm oil or negative additives. 

Whether it's door to door selling to presenting in board rooms, I donned every hat with humility. 

I helped a team of 40+ people to expand the business in SG/MY/Middle East. 

Before that,  I expanded Dole's business through in India, Singapore, Malaysia, Mongolia and Brunei. 

I also led Dole juices launch in Jollibee, Fairprice and 2600 7-Eleven stores, apart from regular retail listings and marketing.

Previously, I was leading marketing and BD for India business where I helped Dole reach $1M + revenue in Year 1, including co-branded partnership with McDonald’s in 150 stores.
 
I also love to distill interesting marketing and startup concepts to help young folks grow.  

Hence, I write on LinkedIn. 

-------- Japan experience:----------

Previously, I was the youngest Project Lead in Japan in Energy sector but soon realised my heart was in marketing. 

To confirm that my heart's voice isn't a quarter life crisis, I conducted food tours in Tokyo, dabbled in own sandwich business and consulted in food industry. 

The love for marketing was confirmed!  

The issue of sustainability is also close to my heart. 

-------- Student life:----------

So, prior to FMCG life, I published research papers in the field of Sustainable resources and technologies like Bio-fuels, Bio-Lubricants, Gas Emission control and also filed a patent related to Fuel Oil Storage. 

I have also developed a sub-$100 Solar Dryer for rural community which can work beyond sunset.

My outdoor interests range from Copy Writing, Geo-politics, Snowboarding, Mountain Trekking.  Food-trotting in groups and other times I can be found writing and creating food recipes.

Chief Operating Officer

I buy the same eggs, bread, and red pineapples 🍍 every week. 

Yet, the price I see can change based on data I don't control. 

The person standing behind me in the grocery line might have bought the same bread for 20% less...or more, who knows?

Thanks to flex-pricing, we will now have personalized grocery prices. 

🍍 In the UK, Sainsbury's uses "Your Nectar Prices" for personalized app deals. 

🍍 In the US, Walmart uses digital shelf tags to change prices in seconds, 

🍍 Instacart shows upto 23% different prices to different people. 

🍍 Target also uses sophisticated algorithms for offers in their Circle program.

Ultimately it is about maximizing the profit pool and taking price transparency away from consumers. 

Nothing wrong with that...

But grocery staples evoke very raw reactions. 

There is something primal about not being able to get the same price as my neighbor. 

Stores can charge you more based on your distance from the store, desperation, frequency, and buying behavior on other apps.

Not sure how I feel about this yet. 

What's your view? 

#shubhamspeaks

Shubham Sharma 🍍

Grab | ex-COO Kind Kones | Bain Advisory | P&L Management | QSR

Limited authority, high accountability

When I started franchising, I hit a wall: 

I couldn’t just "roll out" marketing ideas like I did in my own stores.

In my own shops, I had total control. If I wanted a "Tuesday Special," it happened. 

But it was rather hard to implement something with franchisees. 

The same dilemma is faced by regional managers in QSRs or corporate; 

🍍 most have limited agency but high accountability. 

They "feel the heat" from corporate to hit aggressive growth targets, yet they have zero power over a franchisee’s final decision to participate. 

🍍Whether it’s a project manager without direct reports or a Public Health Official without legislative power, the result is the same - Inefficient work. 

In these situations, I have 2 solutions that helped me: 

1) Do a pilot with brand money first. 
2) For long-cycle innovation, co-create with the franchisees or local teams. Once they are cooking with you, they will eat as well. 

If you don't have innovation budgets or ideas, you are screwed. 

PS: If you were in this situation, how would you mitigate it?

I always felt Pizza Hut had better ingredients among the QSR Pizza Brands. 

But over the years that message was missing. 

Until Pizza Hut decided to change it, 

🍍 the brand invited acclaimed chef Yanis Yahoui to hand-pick from their every-day ingredients, 

to craft and serve a fine-dining tasting menu to 8 culinary experts. 

The guests arrived expecting a curated gastronomic experience from the chef. 

Needless to say, the chef turned the Pizza Hut's ingredients into beautiful dishes. 

Then the reveal came.

🍍I just wish Pizza Hut showed a behind the scenes footage too where the chef picks the 'true' ingredients. 

The intent is great but the outcome leaves something to be desired. 

Watch the video, what do you think?

#shubhamspeaks

RCBC Bankard Services Corporation

• Performs customer segmentation and data mining to identify a Top 6 Philippine bank's credit card business growth areas, focusing on retail, dining, travel and e-commerce billings of ~750,000 customers

• Used SQL to scope targeted SMS leads from SAS databases for 22 national and regional marketing campaigns, each generating up to HKD 10 million equivalent in revenue with 88% yielded by converted leads

• Developing a Power BI dashboard to automate KPI reporting of ~100k monthly processed card applications across 8 channels

• Provides C-suite and VPs with 5 monthly MIS reports on app user acquisition and loan and card product performance

Data Analyst - Business Intelligence | Marketing Analytics | Power BI

KPMG

• Served as both as Power BI Developer and Business Analyst to automate monthly accounting reconciliation of 15 balance sheet accounts for a leading Philippine consumer and industrial appliance manufacturer

• Liaised daily with internal and external project managers and stakeholders during requirements gathering and dashboard development

• Provided technical support and documentation to client business users and developers to facilitate user acceptance testing (UAT) and deployment of 2 dashboards and various Excel VBA data entry forms

Data Analyst - Power BI | Technology Consulting

Capvision

• Persuaded 70+ global C-level and senior executives monthly to join one of the world’s fastest-growing expert network platforms, ranking 9th among all NYC and HK Research Associates for lead conversion in Q1 2023

• Spearheaded expert recruitment and client communications with Tier 1 and Tier 2 management consulting firms and APAC private equity firms with >5 billion USD AUM

• Collaborated with NYC and Shanghai colleagues to support 30+ monthly investment research projects on various sectors, including banking and financial services, technology, media, telecommunications, retail, consumer goods, healthcare, automotive, and agriculture

Client Research Associate

Research Associate

DFI Retail Group

• Used Python and SQL to analyze a ~3.7-million customer database for HK’s largest retail loyalty rewards program to extract product assortment and customer demographic insights from transaction and smartphone GPS user data

• Achieved 82% accuracy in extracting 17 product attributes from 2,279 SKU images by automating text extraction & translation via Microsoft Power Apps to support customer segmentation initiatives

• Presented proof of concept to data science, analytics, and loyalty leadership team as part of HKU MSc Business Analytics capstone project

Data Analyst (Student Researcher), Yuu Rewards | Marketing Analytics

Analytiks Inc.

• Developed a classifier for influencer-generated TikTok videos based on audiovisual information and engagement data

• Utilized Python for data scraping, analysis, visualization, and modeling of 6,882 trending videos in the Philippines

• Identified influencers with over 96% accuracy using an extreme gradient boosting (XGBoost) algorithm

• Completed training modules on Python, SQL, Power BI, machine learning, exploratory data analysis, data visualization, feature engineering, data extraction, data mining, and data structures

Data Scientist Trainee

Unilever

• Selected as 1 of 39 interns among 2,000+ applicants for the 2020 internship intake

• Developed a market opportunity sizing framework for Unilever Food Solutions (UFS) that validated Q3 and Q4 2020 internal sales forecasts with 92.9% similarity

• Advised the UFS marketing leads on 2 key consumption drivers during the COVID-19 pandemic using market research data

• Created a data repository to enable return on investment analysis across 5 profitability metrics

Finance Business Partner

Nestlé

• Spearheaded the creation of Microsoft Power BI analytics reports for 11 sales roles

• Performed data cleaning and visualisation on 16-year training records of 285 employees

• Proposed a system for data collection and real-time reporting expected to reduce the department’s training needs assessment timeline by 18.5%

Data Visualization Intern - Sales Capability | Power BI

Data Analyst | HKU MSc | Marketing Analytics | Power BI

Data Analyst with 2 years of full-time experience in marketing analytics, Power BI development, and client services at the leading multinational retail, FMCG, consulting, and financial services firms in HK (via IANG visa scheme) and the Philippines. Skilled in Python, SQL, Power BI, Tableau, Microsoft Azure (Databricks, Machine Learning Studio, Data Studio), and Power Apps.

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Shubham S.

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The Battle

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Joseph Laurel

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Shubham S.'s LinkedIn Performance

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