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Mashkoor Murshed, Founder & Chief Executive Officer

Mashkoor Murshed

Founder & Chief Executive Officer·Purple Tree L.L.C

United Arab Emirates

Master's degree, Masters in Business Administration

Work experience

Total years of experience: 20 years, 0 months

Founder & Chief Executive Officer

February 2014 - July 2014

Purple Tree L.L.C

Dubai, United Arab Emirates

February 2014 - July 2014

• 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.

Company industry:
Marketing
Job role:
Management

Business Manager Deposits, FX and Remittances - Senior Vice President

November 2013 - January 2014

Mashreq Bank

Dubai, United Arab Emirates

November 2013 - January 2014

• 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

Company industry:
Banking
Job role:
Management

Head of Retail Banking - Senior Vice President

June 2012 - October 2013

Mashreq Bank

Cairo, Egypt

June 2012 - October 2013

• 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

Company industry:
Banking
Job role:
Management

Head of International Retail Banking

March 2009 - June 2012

Mashreq Bank

Dubai, United Arab Emirates

March 2009 - June 2012

• 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

Company industry:
Banking
Job role:
Management

Country Manager and Head of Retail Banking - Senior Vice President

January 2008 - March 2009

Mashreq Bank

Doha, Qatar

January 2008 - March 2009

• 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

Company industry:
Banking
Job role:
Marketing and PR

Segment Head Mass Market and Liabilities - Vice President

August 2005 - December 2007

Mashreq Bank

Dubai, United Arab Emirates

August 2005 - December 2007

• 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

Company industry:
Banking
Job role:
Management

Country Business Development and Marketing Head - Vice President

January 2000 - June 2005

ABN AMRO Pakistan

Karachi, Pakistan

January 2000 - June 2005

• 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

Company industry:
Banking
Job role:
Marketing and PR

Marketing and Product Development team leader

December 2003 - March 2004

ABN AMRO Romania

Romania

December 2003 - March 2004

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

Company industry:
Banking
Job role:
Marketing and PR

Country Alternative Distribution Head

March 1999 - December 1999

ABN AMRO Pakistan

Karachi, Pakistan

March 1999 - December 1999

• 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)

Company industry:
Banking
Job role:
Accounting and Auditing

Marketing Manager

January 1997 - March 1999

ABN AMRO Pakistan

Karachi, Pakistan

January 1997 - March 1999

• 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

Company industry:
Banking
Job role:
Marketing and PR

Secondment to ABN AMRO Regional Office

October 1996 - January 1997

ABN AMRO Regional Office

Singapore

October 1996 - January 1997

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

Company industry:
Banking
Job role:
Marketing and PR

Brand Manager

March 1996 - December 1996

ABN AMRO Pakistan

Karachi, Pakistan

March 1996 - December 1996

• 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)

Company industry:
Banking
Job role:
Marketing and PR

National Co-ordinator

September 1995 - March 1996

Cricket World Cup Cultural Committee

Karachi, Pakistan

September 1995 - March 1996

• 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.

Company industry:
Marketing
Job role:
Marketing and PR

Senior Assistant Brand Manager

July 1994 - February 1996

Procter and Gamble Pakistan

Karachi, Pakistan

July 1994 - February 1996

• 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.

Company industry:
FMCG
Job role:
Marketing and PR

Education

Institute of Business Administration

June 1994

June 1994

Master's degree, Masters in Business Administration

Pakistan

MBA in with a specialization in Marketing

Skills

Management
Expert
Management
Expert
Advertising
Expert
Advertising
Expert
Product Management
Expert
Product Management
Expert
Retail Banking
Expert
Retail Banking
Expert
Marketing
Expert
Marketing
Expert
AND MARKETING
AND MARKETING
ASCP
Expert
ASCP
Expert
BANKING
Expert
BANKING
Expert
BUSINESS DEVELOPMENT
BUSINESS DEVELOPMENT
CREDIT
Expert
CREDIT
Expert
CREDIT CARD
CREDIT CARD
MARKETING
Expert
MARKETING
Expert
RETAIL
Expert
RETAIL
Expert
RETAIL BANKING
Expert
RETAIL BANKING
Expert
VENDOR MANAGEMENT
VENDOR MANAGEMENT
Management
Expert
Management
Expert
Advertising
Expert
Advertising
Expert
Product Management
Expert
Product Management
Expert
Retail Banking
Expert
Retail Banking
Expert
Marketing
Expert
Marketing
Expert

Languages

English
Expert
Urdu
Expert

Memberships

Marketing Association of Pakistan

Member