Hamna Moin

Graphite Energy is an Australian cleantech startup focused on electrifying industrial process steam and supporting manufacturers to reduce Scope 1 and 2 emissions through thermal energy storage and renewable energy integration. Operating within the clean manufacturing and energy transition sector, the company is backed by ARENA funding and works with major industrial customers including Mars and Unilever. • Built and refined long-range techno-economic and commercial models (10–20 years) for industrial decarbonisation infrastructure projects valued at $3M–$10M+ • Developed investment and scenario analysis frameworks including NPV, IRR, payback period, CAPEX/OPEX, tariff sensitivity and lease vs buy modelling • Conducted techno-economic analysis for industrial food manufacturing facilities transitioning from traditional gas boilers to electric thermal energy storage systems • Worked cross-functionally with engineering, commercial and executive teams to align technical system configurations with commercial and operational outcomes • Supported customer proposals, pricing analysis, business cases and commercial negotiations for large-scale industrial deployments • Engaged directly with customers on-site to understand operational requirements, steam demand profiles, load management opportunities and deployment constraints • Supported sales operations and CRM management, contributing to pipeline visibility, commercial reporting and deal structuring • Contributed analytical and commercial insights to investor reporting, market forecasting and ARENA knowledge-sharing initiatives • Translated complex technical and commercial modelling outputs into clear, executive-level insights and presentations

I collaborate closely with teams across APAC, the EU and North America to drive the green hydrogen revolution. I support the Sales, Marketing & Shipping functions by leading strategic initiatives, providing high-level industry insights, and optimizing processes to advance the development of hydrogen and its derivatives. I play a crucial role in shaping policy and strategic decisions that align with the dynamic energy ecosystem and race to NetZero. Global Market Segmentation: Led a comprehensive segmentation study for low-carbon ammonia, identifying top segments globally, informing targeted policy and business strategies. Led Phase 2 of actioning the insights to develop segment leads across the world, identify top customers to target by 2030 and rolled out 5 metrics to assess customer's off take readiness and willingness to pay for Fortescue Energy. Policy and Regulatory Analysis: Conducted in-depth analysis of global hydrogen market policies and regulations, contributing to the development of strategic responses and alignment with Region, Country and Industry specific Decarbonization Strategy. This has equipped me with a high-level understanding of the hydrogen value chain and ability to deep dive into specific areas as per need. Cost Curve & Pricing Sensitivity: Developed cost curves and conducted pricing sensitivity analysis for blue and green ammonia, providing critical insights for policy formulation and economic forecasting. This included technical analysis and liaison with engineering specialists to conduct a technoeconomic analysis of production and storage methodologies. Strategic Communication: Prepared and delivered strategy packs, briefings, and presentations to senior leadership, informing investment decisions from a cost, demand and infrastructure lens. CRM Product Lead: Spearheaded the integration and design of a CRM solution across global teams, enhancing stakeholder engagement and delivering a custom solution for evolving green energy market.

Secondment: Sales and Marketing SME Data Scientist for the Metals Industry and Analysis Team to optimize AI and ML initiatives for discount setting and revenue optimization for iron ore. The tool focused on Iron Ore price discount setting optimization and recommendation engine with external consultancy to build an automated AI tool for price setting to China.

Supported the strategic finance econometricians and the MMM (Marketing Mix Modeling) process, optimizing marketing spend for Australia, conducting exploratory data analysis to understand, monitor, and manage marketing trends and KPIs for Ladbrokes and Neds. Developed information packs and PowerBI dashboards for non-technical audiences, presenting insights and recommendations for marketing budget optimization. This process enabled the Director to optimize budgets by looking at the dashboard trends, channel performance insights and allocate budgets to business segments which were underperforming at a glance.

Supported sustainability initiatives and student engagement programs, contributing to the university's environmental goals.

Served as an ambassador for Queensland higher education outreach program, conducting career aspiration building activities in remote Queensland schools and first nation communities, including Thursday Island.

Programmed and optimized statistical modelling techniques to optimize supermarket fresh produce section, 'Promo' or 'Specials' decision making using multiple linear regression modeling in R to predict pricing and volatility for a national supermarket. Designed Tableau dashboards to visually highlight insights on pricing, product, and category levels by demographic analysis, aiming to reduce waste and maximize revenue in the time-sensitive fresh produce section. This delivered a tool for the manager to decide which items should go on special to make the most revenue and reduce waste of perishables.

Strategic Leadership in National Public Wi-Fi Network Development Led the strategic initiative to establish and expand a nationwide public Wi-Fi network across Pakistan, effectively collaborating with key stakeholders including restaurants, malls, educational institutions, government offices, and other public and private locations. This initiative required not only building partnerships but also creating a compelling brand story to drive national engagement. Comprehensive Oversight and Cross-Functional Team Management Managed the entire project lifecycle, from device inventory and software licensing to nationwide deployment. Directed a multidisciplinary team comprising engineers, customer service representatives, technical support, network operations, sales, and deployment personnel. Reported directly to the CEO and COO, ensuring alignment with executive vision and company objectives. Brand Development and Communication Strategy Spearheaded the creation of a robust brand identity and communication strategy that effectively bridged the gap between design, engineering, marketing, and customer support teams, ensuring a seamless user experience for end users. Product Development and Technological Innovation Oversaw the development of the StormWifi mobile application, focusing on delivering exceptional functionality, user experience (UX), and user interface (UI). Collaborated closely with the technical team to enhance the business unit’s capabilities, leveraging network data for business analytics, customer insights, and real-time data analysis.

Digital Strategy and Brand Lead: StormFiber Cybernet NayaPay National Broadband Pakistan

Led a regional remote team of 6 Paid Marketing Specialists (Pakistan, Bangladesh, Nepal, Sri Lanka, Cambodia, Myanmar) Defined monthly budget allocation, targets and strategy for online advertisement in the Asian region to optimize ROI by 300% (including by country, by channel and by user behavior) Controlled online marketing performance across the different channels with my team of 6 in each country (including SEM, Display, Paid Social) with clear strategic direction and budget reporting tools Created reports on key KPIs for ad spend for Country Managers and Category Managers to make decisions on demand and supply, pricing and fashion trends

Control and daily analysis of online marketing performance across the different channels (including SEM, Display, Paid Social) for 6 Countries ( Pakistan, Bangladesh, Nepal, Sri Lanka, Cambodia, Myanmar) Create reports on key KPIs and aggregated information (including by country, by channel and by user behavior) Provide recommendations and strategies for improvement in performance to Channel Owners and Local Marketing teams Define monthly budget allocation, targets and strategy for online advertisement in the Asian region Coordinate global campaigns across the different channels Support in the development of best practice through AB tests Coordinate the online marketing team process and communication with local teams Collaborate with design team to create high-quality content for advertisement

Develop and put in place the Facebook Paid marketing strategy in Asia Create interactive advertising plans for Performance Marketing Devise Consumer Segmentation strategy and execute consumer segment specific campaigns Manage the marketing budgets to drive sales and acquire new customers with demonstrated ROI Automate and simplify the campaigns creation and optimization processes Evaluate the market landscape and monitor changes in market dynamics Perform A/B testing and performance analyses per country and region Lead, coach, and manage an international team including Country Managers

Marketing Department with focus on Business Intelligence Devising Business Analytics strategy and extracting valuable insights Analyzing market potential and conducting feasibility studies on disruptive technological models backed by primary and secondary research including Over-The-Top Video Content and e-payment systems Devising Annual Brand Calendars for existing consumer and corporate brands under Cybernet unmberella; RapidCompute, StormFiber and ION Liaising with ATL and BTL agencies for project deliverables

UBL Prepaid Consumer Segment Primary and Secondary Research to introduce new financial products in Pakistan Focused largely on Alternative Delivery Channels and Mobile Banking Develop market strategy for education and market development for innovative products

Data Analysis Languages and Tools: Python, R, SQL, Tableau, SAS, SAS Viya, AWS Sagemaker, VS Code, Jupyter Notebooks Core Focus: Statistical Methods for Data Scientists Data Visualization Database Systems Programming and Data Analytics Using Python Data Mining and Machine Learning Management, Security, Privacy and Ethics of Data Information Data Science and Strategic Decision Making for Business

Outstanding Diplomacy award in the Independent Committee of Journalists (ICJ) at ROTMUN 2011 Leadership- Event Head and Program Director at IBA ENIGMA (2011-2012) Head of the Creative and Marketing Team for ‘Omore Ad-War’ at IBA (2012) Dramatics- Creative Director for IBA Annual Play (2012) Campus Ambassador- Unilever Talent Hunt (2014) P&G CEO Challenge National Runner up (2014) Unilever Talent Hunt Semi Finalist Team Blue Band IBA (2014) Model United Nations- Paris International MUN in France, represented IBA at the French UNESCO Headquarters (2014)