Mashkoor Murshed

• Established a fresh and dynamic marketing company offering marketing services, brand activation, digital media and event management under one roof with clients from the banking as well as the FMCG sector.
• As CEO am responsible for providing marketing strategy, strategy implementation, creative services and event management for clients. Also overall running of the company including the brand activation unit.

• Responsible for the growth in the retail banking liability balance sheet and profitability as well as the FX and remittance business for UAE, Egypt and Qatar across the Personal Banking, Mashreq Gold and Private Banking segments
• Managing a balance sheet of over AED 12 bln and revenues of AED 200 mln

• Full business P&L and governance responsibility for the retail franchise in Egypt consisting of a full product menu, 10 branches, an external sales force and a total staff of 240
• Primary objective to bring business to break-even after the turbulent political situation in 2011. Achieved a 100% YOY revenue growth in 2012 and 60% in 2013 with a only a 10% increase in cost
• Responsible for restructuring the retail organization, formulating and implementing a long term marketing and business strategy and identifying and acting upon growth opportunities and expansion
• Establish a marketing plan to build brand equity for Mashreq Bank in the Egyptian market
• Acting Country Manager from Dec 2012 to April 2013

• Full business P&L responsibility for all of Mashreq's current (Egypt, Qatar, Bahrain and Kuwait) and future retail operations outside the UAE
• Achieved a 35% year on year revenue growth in 2009 and 30% in 2010 across all geographies with a 10% improvement in the IBG retail efficiency ratio.
• Responsible for developing and implementing the retail strategy for the international retail business to kick-start and grow revenue streams at all locations
• Achieved a self funded business to maximize revenue potential of the retail balance sheet
• Responsible for managing approx 400 retail banking employees in 4 countries
• Launched an outsourced credit cards solution in Egypt (first for Mashreq) in a record four months from signing of contract
• Completed the product and channel menus in all countries in line with the IBG retail strategy
• Implemented successful outsourced acquisition channels in Qatar, Egypt and Bahrain
• Member of the IBG Executive Committee
• Member of the Mashreq Bank Senior Management Forum, an extension of the Bank's Executive Committee, which is responsible for the Bank's overall strategic direction and special projects

• Face of the bank to the regulator and responsible for relationship with government and semi government departments
• P&L responsibility for the retail business in Qatar offering a complete range of products including Mashreq Millionaire, liabilities, personal loans and credit cards (revenue growth of 30% in 2008) and dotted line responsibility for corporate business
• Developed and implemented a marketing and distribution strategy for wider reach and better accessibility
• Responsible for over 300 employees with four branches and over a 100 strong sales force
• Complete overhaul of the retail business including turnaround times, process re-engineering, product rationalization and building sales momentum
• Rebranded Mashreq Qatar with the new corporate brand identity
• Restructured and aligned the retail business in line with new organization in the UAE
• Responsible for supporting the Bahrain business in marketing, HR and operations

• Officiated for the entire 2007 as Acting Chief Marketing Officer with complete marketing and P&L responsibility for all Retail products and segments
• Responsible for the marketing, product management and P&L of the retail bank's liability portfolio in the UAE and product and marketing support for Qatar (including Mashreq Millionaire) . Total portfolio of over AED 10 bln.
• Turned around the Mashreq Millionaire product from a 3 year decline to record balances including highest ever sales in a single day and month through an effective marketing plan
• Country financials and product development for the Mashreq retail launch in Bahrain and Egypt
• Developed and executed the Mass Market segment retail strategy
• Responsible for all retail banking marketing including advertising, media planning, PR and vendor management and management of the retail bank marketing budget (all products and segments)
• Managed the debit card portfolio. Development including the launch of the region's first debit chip card with loyalty and rewards
• Headed the Bank's Retail Environment unit responsible for the distribution strategy development and implementation, including branch design and locations, customer service units and ATM sites and marketing of a 150 strong ATM network

• P&L responsibility for all Consumer Bank products including all liabilities, assets and cards.
• Responsible for product and proposition development and management of entire retail banking offer.
• Launched the ABN AMRO "future perfect" credit card as well as the first debit card in Pakistan.
• Overall responsibility for establishing, building and maintaining the ABN AMRO brand in Pakistan.
• Media relations (spokesperson for the Bank) and agency and vendor management.
• Responsible for all corporate marketing and communication activities.
• Part of global team for the development of ABN AMRO's new brand identity and the launch of the global premium banking service, Van Gogh Preferred Banking

• Marketing and Product Development team leader for the launch of consumer banking in Romania

• Managed Call Center of 30 seats with a focus of shifting branch traffic onto Alternative channels
• Launched Pakistan's first (and now the largest) ATM and Debit Card switch (1 Link)

• Responsible for all marketing services, PR activities and management of the marketing budget
• Assisted in all Consumer Banking product development
• Part of the international brain-storming team for the Bank's global web-site (www.abnamro.com)
• Developed the ABN AMRO Consumer Banking Positioning Document, which was the main marketing document for the organization till being bought out by RBS.
• Led the Asia Pacific team for the branding and implementation of the Preferred Banking proposition in the region

• Member of regional team for the development of the Singapore retail banking launch business case

• Assisted the Marketing Director in establishing the marketing department at ABN AMRO Bank in Pakistan and instilling 'brand management' culture in the Bank
• Was responsible for all brand and product campaigns and the development of the model branch for ABN AMRO (concept rolled out across the APAC region)

• Volunteered as Marketing Advisor to the World Cup Cultural Festival organizing committee. The Festival had a combined attendance of close to 60, 000 people. Developed and implemented all marketing collateral and advertising for the Festival and management of events.

• Launched and managed Safeguard, P&G's second premium toilet soap, including all marketing and sales support activities.
• Sole responsibility for the launch of Camay.
• Worked on five different copy projects for a total of eight television ads.