Ashraf Amin
Shah Alam,10
Summary
Graduated with a degree in Electronics and Control Engineering (B.Eng) from University of Birmingham, UK and has worked as Deputy General Manager and various sales and project management roles for more than 20 years. Has worked in Emerson as Business Unit leaders for more than 17 years; understand the Corporate Planning Process; that include Business review – growth and profit planning as well as Organization review which includes…..
Overview
22
22
years of professional experience
Work History
Deputy General Manager
Emerson Automation Solutions
09.2018 - Current
- Responsible for USD50M Measurement Solutions Business, organization of 65 people covers all Rosemount, Micro Motion and Emerson System Solution business.
- The scope cover Sales and Marketing, Project Management, Life cycle service and customer care.
- Provided thoughtful guidance to personnel in navigating and resolving snags in productivity.
- Managed multiple projects simultaneously while maintaining focus on meeting key milestones.
- Projected favorable image of company to promote objectives and enhance public recognition.
- Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
- Interacted well with customers to build connections and nurture relationships.
- Developed and implemented strategies to increase sales and profitability.
- Collaborated with department heads to establish goals and work plans.
- Enacted contingency plans, escalated and directed system problems and issues and participated in post-mortem analysis to provide input for process improvements.
Director of Business Development
Emerson Automation Solutions
09.2015 - 09.2018
- Responsible for USD30M Rosemount Measurement and Analytical Business, organization of 32 people covers all Rosemount products including Pressure, Temperature, Flow, Process Level, Corrosion and Analytical; Identify Prospect, Formulate Plans and Implement Business Strategies for Rosemount Business Unit
- Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
- Created cross-functional teams to promote consistent brand messaging, demand-generation programs and sales tools.
- Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.
- Translated customer needs into solution requirements using powerful value propositions and negotiation skills.
- Coached and promoted high-achieving sales and account management employees to fill leadership positions with qualified staff and boost company growth.
- Optimized lead generation efforts by implementing CRM tools and refining prospecting techniques.
- Utilized market trends, mission priorities and customer goals to envision, shape and close new opportunities.
Senior Business Development Manager (Rosemount)
Emerson Process Management (M) Sdn Bhd
10.2011 - 09.2015
- Responsible for USD22M Rosemount Measurement Business, organization of 25 people covers all Rosemount products including Pressure, Temperature, Flow and Process Level; Identify Prospect, Formulate Plans and Implement Business Strategies for Rosemount Business Unit
- Management – Managing POR which involves working closely with internal sales support staff for pre-sales activity, guiding and coaching field sales engineers, monitoring and analysing project engineers' performance during project execution
- Involve in hiring, developing staff and coaching for success
- Business Development – Responsible for Emerson Flow Division Key Initiative Implementation; focusing on Organization development, territory planning and management, high level industry intervention and ensuring market acceptance towards Rosemount new product development
- Sales and Marketing – Ensuring Division meets monthly committed booking and sales figures
- Meet yearly budget
- Has grown Rosemount business from USD15 million businesses in FY11 to USD22 million in FY12
- Drive Rosemount product, application and technical presentations
- Travel extensively to oil and gas region/area, meeting with oil operators, engineering consultants and oilfield service provider
- Organize Rosemount events/seminars/workshop/product training with highly prospective customers
- Implement Emerson AP Marketing Initiative in Malaysia Proposal – Coordinate resources to prepare bid documents and ensure accuracy of technical section and solution prepared
- Project Management - Attend all critical progress and clarification meeting with clients and support project/contract execution
- After Sales Support – Responsible on Rosemount service revenue and after sales service support.
Business Development Manager (Flow Division)
Emerson Process Management (M) Sdn Bhd
04.2007 - 09.2011
- Responsible for Flow Division Business; Identify Prospect, Formulate Plans and Implement Business Strategies for Micro Motion Coriolis and Rosemount Vortex and Magnetic Flowmeter Management – Managing POR which involves working closely with internal sales support staff for pre-sales activity, guiding and coaching field sales engineers, monitoring and analyzing project engineers' performance during project execution.
- Business Development – Responsible for Emerson Flow Division Key Initiative Implementation; focusing on Organization development, territory planning and management, high level industry intervention.
- Working with Technology Authority on setting up standard for Coriolis in Malaysia, ensuring market acceptance towards Emerson Flow new product development
- Sales and Marketing – Ensuring Division meets monthly committed booking and sales figures
- Meet yearly budget
- Has grown Emerson Flow business from USD1 million businesses to USD6 million within 4 years.
- Conduct flow product, application and technical presentations
- Travel extensively to oil and gas region/area, meeting with oil operators, engineering consultants and general industries clients
- Organise Flow events/seminars/workshop/product training with highly prospective customers
- Implement Emerson AP Marketing Initiative in Malaysia Proposal – Coordinate resources to prepare bid documents and ensure accuracy of technical section and solution prepared.
- Project Management - Attend all critical progress and clarification meeting with clients and support project/contract execution.
- Increased client base by identifying new business opportunities and cultivating strong relationships with key decisionmakers.
- Aligned company goals with customer outcomes and increased satisfaction by automating contact management systems.
Sales/Project Manager (E&I Section)
Hexamas Sdn Bhd
02.2006 - 04.2007
- Responsible for Electrical and Instrumentation Based product account
- Management – Manage internal sales support staff for tender preparation and project engineer and expeditor during project execution
- Business Development – Responsible for Hexamas Petronas License; ensure all new applied category is approved on time and license remain valid infinitely
- Responsible for all new products i.e
- Korean-based products which did not have track record in this region
- Performed extensive market analysis and customer survey to identify right Sales and Marketing strategy, and within one year; achieved customer acceptance
- Total order value for this Korean-based product i.e
- Valve and flow instrument product for 2006 is RM 450K
- Sales and Marketing –Conduct technical presentations
- Travel extensively to all major fabrication yards i.e
- Pasir Gudang, Ramunia and Lumut, oil companies, engineering consultants and petrochemical plants in east coast and west Malaysia as well as several general industries client
- Schedule marketing on other established instrumentation product i.e
- From UK, Italy and Canada
- Proposal – Coordinate resources to prepare bid document in and ensure accuracy of technical section and solution prepared.
- Project Management - Attend all progress and clarification meeting with clients for all E and I based project/contract.
- Developed detailed plans based on broad guidance and direction.
- Conducted competitive analysis to identify market trends and capitalize on emerging opportunities for growth.
Senior Engineer (E&I and System Integrations Section)
Sime Darby Offshore Sdn Bhd (Formerly known as Mecomb Engineering Sdn Bhd)
02.2002 - 02.2006
- Responsible to E and I section which consists of 3 engineers; Products group covers, Solatron ISA wet gas meter, Solatron Mobrey Metering system – Flow computer and Density Analyser, Schneider Electric – Transformers, LV and MV Switchgears, Vector Hub Connector and others
- Management – Translate plan and strategies into actions-implementation
- Measure achievement and provide status report
- Consolidate reports and highlight critical issues to sales and marketing effort Business Development – Gather and verify information on market/competitors and analyze potential impact or opportunities
- Review and compare product/services offered by unit with similar product offered by competitors and revisit actions-plan
- Sales and Marketing – Implement action-plans prepared by immediate superior and provide status report on its progress and results
- Liaise with relevant parties
- Consultants, licensing authority, main contractor, operators
- To secure sales and contracts
- Conduct technical presentations
- Operations – Responsible for overall planning of unit in terms of daily operations and allocation of resources
- Contracts – Review contracts, work scope and identify risks and implement measures to manage risks
- Liaise with other department to ensure legal issues or liabilities of bids submitted are properly handled
- Proposal – Coordinate resources to prepare bid document in liaison with Proposal Department and ensure accuracy of technical section and solution prepared
- Financial – Monitor performance of individual subordinates against target set
- Human Resources – Evaluate performances of staff and conduct/recommend suitable training
- Quality and HSE – Ensure all staff complied with policies and procedures stipulated in QHSMS
- Information Technology – Identify dates that are critical to company operations and liaise with relevant department to create suitable structure.
- Monitored and evaluated engineering performance to recommend improvements.
Education
Bachelor of Engineering - Electronic And Control Engineering
Birmingham University
Birmingham, UK09.2001
Skills
- Training and coaching
- Cost analysis and savings
- Interpersonal Skills
- Management Team Building
- Sales expertise
- Cost Control
- Contract Negotiations
- Marketing Strategies
- Delegating Work
- Decision-Making
- Teamwork and Collaboration
- Business Development
- Staff Development
- Business Forecasting
- Business Leadership
- Sales management
Accomplishments
Responsible on successful business integration in 2020- combining 3 business into a single group of businesses. Rationalize the organization structure and streamline a common support team into one support centre. Has grown the business with 20% cagr from 2020-2023.
Education And Qualification
- EPM – 1st AP Leadership Academy, Singapore Campus, 11/2009, 12/2010
- SPI – Solution Selling Intensive Course, Singapore, 2009
- CMROD – Attend Training on CRM Implementation in AP, Kuala Lumpur, 2009
- South East Asia Oil and Gas Hydrocarbon Measurement Workshop, KL, 2008
- PHD Consultant Flow Level – For Micro Motion and Rosemount Flow, Emerson Singapore, 2008
- EMR Leadership Training; Hiring and Motivating Staff, Nilai, HR, 2008
- EMR Leadership Training, Nilai, HR, 2007
- Petronas e-Procurement Portal Training Course, Permata, Organised by i-Perintis, 2007
- Go See People – Comprehensive Sales and Marketing Course, TTDI, Organised by Zubedy, 2006
- Managing People, Performances and Productivity Course, Sheraton Subang, Organised by MIA, 2005
- Internal Quality Audit (ISO 9001:2000 Standard) Course, Organised by Quality Dynamics Consultancy, 2004
- Offshore and Safety Training Course, MAS Training Centre, Organised by OSHA, 2003
- Wet Gas and Multiphase Metering Training Course by Solartron ISA UK, Solartron ISA Factory, Hackworth Industrial Park, UK., 2003
- Bachelor Engineering in Electronic and Control Engineering from University of Birmingham UK, UK, 09/1998, 07/2001
- Accelerated A-Levels in Science from Mara Science College, Cheras, Cheras, 01/1997, 09/1998
Project References
- Bien Dong (Petrovietnam) – Supply Coriolis for Wellhead and CPP Development Project, 2011
- Petronas Methanol – Supply 10inch Coriolis for Jetty Metering Project, 2010
- Sabah Shell Ltd – Well Intervention Flow Meter Project using coriolis, 2010
- Sabah Shell Ltd – Supply 8inch Coriolis for Gumusut Topside production separator, 2009
- Petronas Methanol – Supply 10inch Coriolis for Jetty Metering Project, 2009
- Brunei Shell Ltd – Supply Specific Gravity Meter Project, 2009
- MOC Thailand – Supply of 10 metering skid for MOC Hydrocraker Project, 2008
- EPMI (Kencana) – Exxon Net Oil Computer with Coriolis Project, 2007
- PCSB (SDE) – Sumandak CPP Development Project, 2007
- SSB (MMHE) – E11PB and E11V Flare System, 2006
- PCSB (MMHE) – OGT Mercury Skid Development, 2006
- RMAF (Ranhill) – Butterworth Air Force Fuel Tank Development, 2006
- SSB – E11PB Platform Development, 2006
- SSB – E11PB Platform Development, 2005
- Talisman – BRE CO2 Removal Integrated Platform Development, 2004-05
- Paremba – Melut Basin Marine Terminal Development, 2004-05
- Talisman – South Angsi Wellhead Development, 2004
- Brunei Shell – Champion West Wellhead Development, 2003-04
- PCSB – West Natuna Compression Module Development, 2003
- Sime Engineering – KLGCC Convention Centre Development, 2003
- PCSB – Kinarut Wellhead Development, 2002-03
- TML - Bunga Kekwa Wellhead Development, 2002
- SSB – B11 Wellhead Development, 2002
Home Address
No 14, Jalan Hang Nadim 35/34, Alam Impian, Shah Alam, 40470
Office Address
No. 1, Block A, Jalan SS 13/5, Subang Jaya, Malaysia, 47500
Telephone
+6019-2261235
Attributes
- Possess strong leadership characteristic, trustworthy, self-motivated, and accountable.
- Possess high adaptability and determination, able to work under minimum supervision and a fast-learner.
- Perform well in group and individual work situations using own initiative and being a team player.
- Has excellent information gathering skill and has high analytical thinking
- Own good communication and presentation skills, able to interact with personnel at all level
- Willing to travel extensively.
Personal Information
- Date of Birth: 02/16/79
- Gender: Male
- Nationality: Malaysian
- Marital Status: Married
References
- Razali Ibrahim
- Khairil Affandy
- Petronas Group Technical Solution
- GM Emerson Process Management
Languages
Malay
Native language
English
Proficient
C2
Timeline
Deputy General Manager
Emerson Automation Solutions
09.2018 - Current
Director of Business Development
Emerson Automation Solutions
09.2015 - 09.2018
Senior Business Development Manager (Rosemount)
Emerson Process Management (M) Sdn Bhd
10.2011 - 09.2015
Business Development Manager (Flow Division)
Emerson Process Management (M) Sdn Bhd
04.2007 - 09.2011
Sales/Project Manager (E&I Section)
Hexamas Sdn Bhd
02.2006 - 04.2007
Senior Engineer (E&I and System Integrations Section)
Sime Darby Offshore Sdn Bhd (Formerly known as Mecomb Engineering Sdn Bhd)
02.2002 - 02.2006
Bachelor of Engineering - Electronic And Control Engineering
Birmingham University
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