Shumyl Akram

Select Growth & DTC Assignments • DTC Food Brand (Protein Snacks | UAE) End-to-end launch ownership covering manufacturer onboarding, pricing, registrations, packaging, DTC go-to-market, and last-mile delivery. Built CAC–LTV unit economics, subscription logic, and conversion-led website experience. • Fintech Growth Assignment Accelerated customer acquisition through performance marketing, experimentation frameworks, and cost-to-acquire discipline. • Beverage Market Entry (UAE & Saudi Arabia) Advised on market entry and launch feasibility including market sizing, competitive benchmarking, pricing architecture, portfolio strategy, and go-to-market models.

Foundation-building leadership assignment to establish marketing teams, systems, and performance frameworks across Retail, E-Commerce, and B2B divisions. • Built and scaled marketing capabilities by leading team hiring and development in Doha and establishing a cost-efficient India-based capability model. • Developed performance marketing, SEO/GEO, and analytics frameworks, aligning paid media with business outcomes and implementing CAC–LTV tracking through a customer database. • Led retail branding transformation and on-ground activations, improving consistency, customer engagement, and acquisition performance. • Established B2B marketing foundations for BPO and ICT businesses, including positioning, core messaging, sales collateral, and go-to-market readiness.

I led marketing for 26 countries in Asia with a dynamic team to drive brand growth through paid digital media, influencer marketing, trade marketing, student university programs, events and ambassador sponsorships within Gaming, Music and sports. Key achievements: - Launched Predator Energy brand in China, select regions, targeting blue-collar workers with a focused approach on digital promotion under the cap to recruit consumers and build CRM for re-marketing. Drove 38m+ transactions in 2024. - Transformed content and media strategy on Meta, increasing 3-second view rates to 28% (from 5%) and completion rates to 12% (from 1%). Enhanced product and lifestyle content strategies to boost click-through rates to 3%. - Strategic planning for market leadership markets, Japan & Korea, to bring them back to double digit growth by focusing on category expansion by tapping into new occasions.

Led a team of 23 to grow the Monster portfolio and launched Predator Energy in 8 countries. Key achievements: - Marketing Strategy realignment: Developed plans to drive recruitment by implementing tailored marketing strategies for each country. Improved regional marketing consistency by streamlining processes and KPIs, achieving +18% growth. - India Predator Launch: Localized communication through influencers and relevant content, resulting in 23m+ transactions. - Grew Vietnam: Created a growth plan for Vietnam by investing in pricing, execution, and marketing plans focusing on gaming. Partnered with GAM, the biggest gaming team in Vietnam, to drive consumer engagement, increasing transactions to 43.2m+.

Led a team of 13 people across the region with focusing on key markets Turkey, Nigeria & Kenya Key Achievements: - Agile planning: Developed and executed agile marketing plans for Monster Energy in 9 markets during the COVID period. All planning and implementation were conducted remotely via team and agencies due to travel restrictions, resulting in 2x growth. - Nigeria & Kenya launches: Launched the Predator Energy, developed its tone of voice, positioning, and strategy. Within the 18 months of launch, both countries became the largest volume contributors for the brand globally, achieving 76m+ transactions. - Trade Marketing: Designed localized promotions with commercial teams to increase sales and distribution; +23% growth.

Managed P&L for Pakistan & Afghanistan, ensuring effective cost management to achieve the budgeted bottom line. Key Achievements: - Established business operations for Predator Energy through local production in collaboration with Coca-Cola bottlers in Pakistan & Afghanistan. - Grew Monster Energy existing portfolio revenues by 23% by focusing on key SKUs and right trade promotions. - Established relationships with external stakeholders including suppliers and Government officials.

Led a team of 5 cross-functional members to commercialize innovations from concept to execution. Key Achievements: - Led 5 innovation projects within 18 months (Coca-Cola Zero, two Fanta flavors, and two Juice products). - Fastest commercialization for Coca-Cola Zero from alignment to execution in 8 months. - Designed sustainable value chains for all launches, ensuring break-even in first year.

Developed strategic plans for Coca-Cola, Sprite, and Fanta by leveraging consumer occasions and motivations. Key Achievements: - Led the development of channel-specific planograms and audit systems to ensure execution compliance. - Designed and executed 3 national under-the-cap promotions, achieving 21% growth. - Received 3 best-in-class marketing awards for integrated campaigns from Coca-Cola Atlanta.

Consolidated Modern trade key accounts under one role and led a team 5 people nationwide for customer management. Key Achievements: - Increased top key accounts' volume by 28% by executing effective trade and consumer promotions. - Led customer JBPs to prioritize value selling and converted contracts to pay-for-performance models. - Earned the best-in-class “Customer Service + Route to Market” award among MENA countries for Petro-marts.

Facilitated transformation from direct to indirect distribution model, with a key focus on pre-sell and routing.

Product Management: Forecasting, demand planning, cost analysis of product lines, and development of marketing materials.