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

Hiip Singapore

Business Development & Operations

Client Partnership

Providing copywriting service for third party clients and companies i.e website copywriting, blogs, articles

Copywriter

Web Imp Pte Ltd

Execute digital marketing campaigns including Social Media and Google AdWords, strategize and set up long-term social media marketing plans and marketing automation funnels, manage company web presence such as social media profiles and Google My Business, design and create marketing collaterals, create original content and copyrighting for company online properties, and prepare email newsletters and reports with day-to-day marketing tasks.

Marketing Executive Intern

Land Transport Authority (LTA) Singapore

- Paralegal: Perform substantive and procedural legal work such as in the vetting of contractual documents submitted by internal and external parties in relation to minor and major road and train contracts, and providing legal advices accordingly.
- Prosecution Officer: Duly authorized by the Attorney-General’s Chambers (AGC) to act on behalf of the State and prosecute for the organisation in relation to Road Traffic related offences in the State Courts; i.e. conduct proceedings in any Magistrate’s Court for the purpose of mentioning cases, pre-trial conferences and warrant of arrest (WA) matters.

Paralegal and Prosecution Officer

GREAT EASTERN

- Promote Great Eastern through cold-calling and deliver sales talks on the products and services available in order to gain potential clients for financial advisors of the company and assist in working around the welfare of the clients.

Telemarketer

Subordinate Courts

Assist the judicial officers in major projects of the courts such as in the publication of the “LexisNexis” for the year 2016 and in their reports to the Chief Justice of Singapore, as well as other research and ad-hoc duties as assigned.

Legal Intern

Hello! I am Priya here! As part of the Business Development Team in Hiip Singapore, I have the privilege to share my expertise with brands on how our platform can help increase your brand awareness and effectively reach your target audience. 

I was also part of the Legal Industry prior to this for 5 years, and thus carry an exceptional understanding of the legal sector at large, with a wide experience and background in that field as well. I am dedicated to offer strong decision making skills to interpret an organisation’s and clients’ vision(s) and turn them into a reality.

Creative, Motivated and Outgoing are the 3 key words that i would associate myself with. I also strongly live by this quote, "The cave you fear to enter holds the treasure you seek" - Joseph Campbell. 

I love learning from people from all walks of life, so please don’t hesitate to connect and send me a message!

taplio

The Battle

Shubham S.

Priyanka Thillaivendhan

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taplio

The Battle

Shubham S.

Priyanka Thillaivendhan

Followers

Posts

Engagements

Likes

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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Performance ScoreShubham S.'s LinkedIn Performance