Mahmud (Mǎhā Màodé) Elashaal ,MABR, MBA, MSc, Six Sigma, ATD

As the Global Marketing Strategy Leader, I develop and execute upstream marketing strategies for the data center segment across North America, Asia-Pacific, EMEA, and Latin America. My role focuses on influencing customer decisions and driving preference for Cummins products globally. Key Highlights: 1- Strategic Marketing Leadership: Achieved a 20% increase in product demand and a 15% boost in market preference within one year through a unified global strategy. 2- Cross-Regional Collaboration: Enhanced consultant engagement by 30% and improved cross-regional integration by 40% through factory fly-ins and partnerships with regional teams. 3- Event and Brand Leadership: Led 10+ high-impact international events, driving a 25% improvement in brand recognition and stakeholder engagement. 4- Efficiency and Insights: Improved project efficiency by 35% with revamped tracking processes and secured a 10% market share increase through competitive analysis and market insights. 5- Technical Expertise: Ensured regulatory compliance and maintained Cummins’ competitive positioning in the evolving global data center market. This role highlights my ability to align technical and commercial strategies, foster global collaboration, and drive measurable business growth.

In this leadership role, I was instrumental in bridging technical expertise and commercial strategy to drive business growth across the UAE, Saudi Arabia, and Kuwait. My responsibilities encompassed managing engineering, sourcing, and supplier negotiations, as well as collaborating closely with sales teams to align customer specifications and pricing expectations for mega-scale projects. Key Achievements and Responsibilities: 1- Sales and Strategy Alignment: Partnered with sales teams to align technical specifications and pricing for multi-million-dollar projects, contributing to $200M in annual business volume. 2- Supplier Negotiation: Led sourcing initiatives, ensuring cost competitiveness and profitability without compromising quality or delivery timelines. 3- Engineering Leadership: Managed end-to-end project lifecycles, including design, estimation, installation, and commissioning. 4- Customer-Centric Solutions: Delivered optimized project designs, exceeding client expectations while maintaining profitability. 5- Value Engineering: Reduced project costs and delivery times through value engineering and quality assurance initiatives, driving customer satisfaction and repeat business. 6- Manufacturing Integration: Established a manufacturing facility in Kuwait to support sales and project needs efficiently. 7- Renewable Energy Innovations: Introduced renewable power solutions in Cummins Arabia, aligning with sustainability goals and evolving customer needs.

Regional Application & Design Engineering Manager Cummins Arabia (UAE, Saudi, Kuwait) Developed and implemented strategies for the Power Generation business from Design and project execution perspective to increase Cummins's market share and increase customer satisfaction within the region. •Led engineering and estimation teams across UAE, Saudi Arabia, and Kuwait, delivering turnkey solutions and driving market share growth. •Developed strategies to optimize project design and execution, enhancing customer satisfaction and increasing revenue. •Delivered innovative 1MW containerized solutions for rental markets, meeting customer needs and boosting profitability. •Provided technical leadership, resolving complex challenges and ensuring seamless project execution for oil and gas clients. •Acted as a key coordinator and technical advisor, aligning design and execution to achieve project success. This role combined technical expertise with strategic leadership to drive business outcomes and customer success.

In this role, I drove business growth and strengthened customer relationships by aligning technical expertise with strategic commercial initiatives across the region. Key Achievements and Responsibilities: •Customer Relationship Management: Strengthened partnerships by providing tailored solutions and resolving technical and engineering issues, directly enhancing sales performance and customer loyalty. •Commercial Strategy and Product Optimization: Proposed product and service enhancements that improved cost efficiency, increased sales, and elevated MTU’s market competitiveness. •Distributor Sales Enablement: Delivered sales coaching and technical training to distributors, resulting in improved sales outcomes and stronger distributor performance. •Market Representation and Business Growth: Represented the company at major industry events such as Middle East Electricity, showcasing products and identifying growth opportunities in the regional market. •Solution Evaluation and Customization: Collaborated with customers to evaluate and customize products and solutions based on their specific requirements, ensuring optimal fit and utilization. •Business Analytics and Strategy Development: Conducted financial analyses, including gross margin, NPV, and breakeven calculations, to inform strategic decision-making and maximize revenue opportunities. •Customer Conflict Resolution: Successfully managed customer disputes, ensuring timely and professional resolution while maintaining long-term relationships. •Operational Support and Documentation: Prepared operating manuals and reference materials, enabling customers to maximize product utility and satisfaction. This role demonstrated my ability to integrate technical and commercial strategies to drive business development and foster strong customer relationships in a competitive market.

- Increase quotation hit rate. - Communicate effectively and work closely with the dealers/ Distributors’ to ensure increase in Cummins business, taking the lead in customer dealer support. - Represent CME & Cummins Inc. with professionalism & Integrity providing “one face” to the customer. - Assist the area PGBU Dealers/Branches by training, the provision of advice, specifications and pricing where applicable and to assist where required in large or complex sales / project opportunities - Support the implementation of standard IT tools for sales, opportunity tracking and quotation development. - Conduct site surveys, where the complexity of the enquiry demands a visit. - Negotiate vendor sub orders, and monitor projects to ensure control over delivery, cost and quality. - Responsible for preparation of generator & power distribution systems quotations based on project specification, especially non-standard quotations for oil & gas sector & hazardous area applications, off-shore applications. - Provide technical guidance to Sales Engineers, Customers on gensets, automatic transfer switches, synchronizing panel, distribution panel & installations etc. - Project management/administration/reporting duties. - Cost control and reporting when administering engineering and/or procurement activities. - Supervision and control of suppliers and subcontractors. - Various calculations such as ventilation exhaust back pressure, battery sizing, short circuit, voltage dip, generator sizing etc. as per project requirements. - Site activities as required for commissioning and administration duties.

-Tender & quotation (Techno-commercial) preparation and submission. -Organizing equipment assembly, installation & testing. -Provide technical and design support to Project Managers, Sales and Field personnel and customers. -Plan and carry out design/engineering activities as assigned, taking responsibility for the technical and commercial performance of the work on time and within the allocated budget. -Maintenance of document/drawing control and storage systems. -Cost control and reporting when administering engineering and/or procurement activities. -Site activities as required for technical support, commissioning and administration duties. -Monitoring of contractors performance for conformance to technical and commercial terms. -Handling of project management issues such as such as coordination between contractors, progress review, evaluation of subcontracts including all project procurement procedures, processing of contractors’ invoices, opening letters of credit, etc. -Follow-up actions with the contractors and in-house functional groups to ensure performance in accordance to Project terms and conditions. -Preparation of periodic status reports

In my position as a RA, I have worked on various topics related to image processing, computer vision and internet security, SQL (Structured query language).

The Chifley MBA (Technology Management) program is developed specifically for professionals in the engineering, science, technology and related sectors. It is designed to be relevant across all aspects of work, ranging from broad business units to more specialist subjects that provide technical professionals with the knowledge and skills they need to be successful in management roles. The MBA Technology Management students graduate having integrated new knowledge with existing experience, and being able to apply it to new situations. It provides the students with the skills required to solve the operational , financial and managerial problems efficiently.