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 Expert  727824

Expert in Lubricants, New Market Entries, Business Turn-around Strategies, RTM

Available for your Consulting and Expert Witness Needs

Western Cape
South Africa
Education Work HistoryPublicationsConsulting Services Expert Witness Market Research

Summary of Expertise:

Listed with other top experts in: 

Expert has developed strategies for business growth in countries across Africa, the Middle East, the sub continent and the Far East. These encompassed a range of market types and levels of business maturity (From start-up strategies in countries like Algeria to well developed operations in South Korea and a turn-around operation in Egypt). Expert also has sound experience in the generation of clear business cases for large capex projects; such as Greenfield Lube Oil Blending plants, transport fleets for Route to Market optimization etc.

Expert has extensive international business management experience, co-running a public company in South Korea (Hankook Shell) as joint executive director; as General Manager for Shell's lubricants JV in Saudi Arabia; as Lubricants Manager for Shell Pakistan and as Marketing Manager for some 42 countries across Africa and Middle East. During these assignments he also took on extra curricular roles in Shell's global marketing operations and for example ran Shell's new business development program for the Steel sector globally.

Expert has twenty years experience with Shell in the lubricants business, ten years of which were spent abroad. During this time he was extensively involved in the marketing of branded speciality lubricants as well as managing commodity type products in the petroleum industry.

A significant portion of the Lubricants business across Africa and Asia is handled by third party agents and distributors. Solid Route to market (RTM) strategies and sound channel distribution are crucial to business success in these often difficult developing markets. Expert was involved in many distribution optimization studies and RTM implementation projects across these geographies

Added to the general management experience, Expert spent a stint as Consumer Lubricants Manager for Africa and the Middle East covering some 42 countries. He was deeply involved in understanding the marketing mix in these geographies to ensure the development (and delivery) of compelling customer value propositions for Shell's somewhat complex range of automotive and industrial lubricants. As global team leader for Shell's Steel Sector he led the development of complex services propositions to some of the largest steel mills in the world.

Expert's experience in lubricants production is significant having been responsible for a number of blending operations around the world (6 in Pakistan, 1 in Saudi Arabia and 1 in Busan South Korea. He was also a director of Blendcor in Durban - a JV production facility owned by BP and Shell for supply across Southern Africa.


business case


strategic market planning


business plan


strategic planning




business strategy




business development


business management


business startup


oil marketing


petroleum industry


petroleum marketing


distribution channel




marketing mix


consumer product marketing


technical marketing


value proposition


lubricant blending


lubrication process


lubricant marketing

Show Secondary and Basic Areas of Expertise

Year   Degree   Subject   Institution  
1984   MSc   Materials Engineering   University of Cape Town  
1980   BSc   Chemistry   University of Cape Town  

Work History:
Years   Employer   Department   Title   Responsibilities

2005 to 2008




Global Lubricants


Marketing Manager- Africa and Middle East


Marketing responsibilities for Shell Lubricants operations across Africa and Middle East

2003 to 2005


Saudi Arabian Shell Lubricating Oil Company


Saudi Arabia


General Manager


Responsible for profitably growing the lubricants business in Saudi Arabia for a Shell/Saudi joint venture lubricants manufacturing and marketing company with a turn-over of $100m

1999 to 2003


Hankook Shell Oil Company


South Korea


Executive Vice President and Director


Vice president and joint director overseeing manufacturing, marketing, sales and back-office support for this publically listed South Korean lubricants company. Turnover $90mn

Publications and Patents Summary

Paper written and presented in Gortenborg on the deformation chatacteristics of a 12% chromium containg stainless steel as a direct result of the reaseach thesis completed for expert's master's degree

Consulting Services:
Click the green button above to contact Expert for a free initial screening call regarding your expert consulting needs.  Expert is available for consulting to corporate, legal and government clients.  Remember, your initial screening call to speak with Expert is free.

Expert Witness:
Expert Witness Experience Summary:
limited to one instance - Technical expert witness for vehicle accident case where there was a brake failure and he was called upon to explain the technical operation of break fluid
Click the green button above to contact Expert for a free initial screening call regarding expert testimony, litigation consulting and support, forensic services, or any related expert witness services.  A few litigation needs include product liability, personal injury, economic loss, intellectual property (patent, trademark, trade secret, copyright), and insurance matters.  Remember, your initial screening call to speak with Expert is free.

International Experience:
Years   Country / Region   Summary
1996 to 1999   Pakistan   Expat for Shell in Pakistan. Lubricants Manager responsible for Production and Marketing. Directorships on six production companies.
2000 to 2004   South Korea   Expat for Shell seconded to Hankook Shell Oil Company (public company) as Executive Vice President
2004 to 2005   Saudi Arabia   General Manager for a Shell/local joint venture company manufacturing and marketing Shell lubricants
2005 to 2009   Africa and Middle East   Marketing Manager for Shell's lubricants business across Africa and Middle East

Language Skills:
Foreign Language   Description
English   English is Expert's home language. Proficient in speaking, reading and writing

Market Research:
Twent years experience in the lubricants business spread over more than forty countries (Latin america, Africa, Middle and Far East)

Click the green button above to contact Expert for a free initial screening call regarding your marketing research, industry research, and company research needs.  For research needs involving multiple experts or secondary research, a Research Director can be assigned to coordinate the work into a custom report for you as a potentially quicker and more cost effective alternative to doing this work yourself or hiring a boutique consultancy.  Remember, your initial screening call to speak with Expert is free.

Additional Skills and Services:

Delivered many training seminars ranging from technical lubrication processes to change management during a twenty year carreer with Shell

Supplier and Vendor Location and Selection

Vendor selection ranging from Lube Oil Blending Plant greenfield construction, raw materials procurement (additives for lubricants blending), computer management systems, production equipment to management and HR consultants


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