Somira Soomro

Digital Transformation & Product Lead @ Shopworks

About

I have over 10 years of experience across the technology, energy, and convenience retail sectors, with a focus on delivering digital transformation, product and program management, and operational excellence. I'm passionate about technology and driven by its possibilities, especially when it empowers people, improves operations, and delivers measurable, data-driven outcomes. My Computer Science degree and MBA enable me to effectively connect business needs with technology solutions, turning strategic visions into practical results. At Shell, I held commercial and digital roles, from sales, marketing, and operations to leading a global product portfolio of seven products used by 50,000+ frontline staff across 25+ markets. Partnering with globally dispersed IT teams, including product owners, vendors, and customer success, I drove aligned delivery, adoption, and measurable outcomes across Shell’s technology ecosystem, spanning Salesforce, SAP, Power BI, Oracle, Azure, and WorkJam. Currently at Shopworks, I’m driving the transition from consultancy to SaaS by building an AI-powered retail solutions portfolio, forging strategic technology partnerships, and transforming expertise into scalable products. Earlier in my career, I launched and grew a $1M+ GIS business in Saudi Arabia, interned at ESRI in the U.S., and delivered applied software solutions; experiences that shaped my entrepreneurial mindset and a strong bias for action. I'm particularly excited about how agentic AI, intelligent automation, and data analytics are transforming the way organizations work. I recently completed Salesforce’s Agentblazer Champion training and continue to explore how emerging technologies can deliver scalable, human-centered solutions. Let’s connect if you're building the next generation of digital platforms, driving transformation at scale, or enabling technology-led growth. Skills Summary • Digital Transformation & Technology Delivery • Product & Program Management • Change Management & Stakeholder Engagement • Operational Excellence & Continuous Improvement • Budget & Contract Management • Global & Multicultural Team Collaboration

Country

City

United Kingdom

Industry

Information Technology & Services

Skill

Data Engineering, Environmental Sustainability, Technical Leadership, Technical Architecture, Field Sales Management, Diversity & Inclusion, Data Analytics, Digital Transformation, AI Agents, Generative AI, Artificial Intelligence (AI), Product Management, User Adoption, Product Operations, Data-driven Decision Making, Data Management, Data Governance, P&L Accountability, P&L Management, Strategic Planning

Experience

Digital Transformation & Product Lead

Shopworks

2025-1 - Present · 1 yr 9 mos

London Area, United Kingdom

Leading the company’s transition from consultancy to a SaaS-driven business by launching AI-powered solutions. Building strategic technology partnerships and shaping go-to-market strategy to convert consulting expertise into scalable, market-ready products. Defined a multi-product portfolio covering network, site, store, shelf, and staff optimization to enhance retail performance and customer experience.

Global Digital Product Portfolio Delivery Lead

Shell

2021-8 - 2024-12 · 3 yrs 5 mos

London Area, United Kingdom

Led global delivery and adoption of a multi-product digital portfolio across 25+ markets, enabling 50,000+ users and driving measurable business impact. Partnered with business, IT, and vendor teams to align strategy with execution and streamline rollouts through standardized playbooks and hybrid delivery models. Built product communities that accelerated adoption and drove continuous improvement. Supported planning and execution of a $5M+ annual budget, across a tech stack including Salesforce, Power BI, Oracle, Azure, and WorkJam.

Country Operational Excellence Manager

Shell

2020-1 - 2021-7 · 1 yr 7 mos

Drove operational excellence and continuous improvement across a high-revenue retail business, delivering enhanced performance and measurable outcomes. Led key digital transformation initiatives, implemented strategic tools for real-time insights, and optimized processes to improve operational efficiency. Managed budgets, streamlined vendor contracts, and launched reward programs that boosted team engagement and key performance metrics

Category Manager

Shell

2017-9 - 2019-12 · 2 yrs 4 mos

Managed a $9M lubricant portfolio across 250 sites, exceeding targets by 110% while coaching 7 Territory Managers and 250 Retailers. Defined the strategy for a $5M Car Care category and led a feasibility study projecting 16% market share and $10M growth over 10 years.

Territory Manager

Shell

2015-12 - 2017-8 · 1 yr 9 mos

Managed 30 retail sites, driving an annual throughput of 131M liters and $130M turnover. Achieved a 10% increase in profitability through site turnarounds, launch of V-Power fuel, and induction of the first Consignment Stock Site. Opened three new retail sites, strengthening market presence.

Indirect Channel Account Manager

Shell

2013-7 - 2015-11 · 2 yrs 5 mos

Established a robust distribution network, achieving $8M annual turnover and a 66% growth rate over two years. Improved operational excellence via infrastructure planning, route optimization, and leading a team of 40+ distribution members to execute sales strategies, marketing promotions, and HSSE compliance.

Founder & Manager, GIS Unit

e-Solutions

2007-3 - 2011-6 · 4 yrs 4 mos

Saudi Arabia

Founded and scaled a GIS unit in Saudi Arabia as an ESRI Channel Partner, generating $1M in revenue and serving 50+ enterprise clients with GIS products, services, and technical support.

International Summer Intern

Esri

2010-6 - 2010-8 · 3 mos

United States

Analyzed trends for Enterprise and Partner Advantage programs, creating reports that supported automation of industry insights. Attended the Annual ESRI User Conference in San Diego, California.

Software Engineer

Techlogix

2006-7 - 2007-2 · 8 mos

Managed database queries and report visualisation for Motorola USA, improving data accuracy and supporting decision-making. Led the end-to-end Ministry of Foreign Affairs (MOFA) project, from requirements gathering and workflow design to onsite deployment, delivering streamlined processes and improved operational efficiency.