Aseem Pratap Singh

19/801, NRI Complex, Navi Mumbai, India

Tel +919769009295 aseemonline@rediffmail.com

Professional Snapshot: Accomplished Downstream Oil industry professional with 26+yrs of domestic &
international experience in Marketing, Sales & Operations.

Broad Career Timeline:

Conoil PLC

Summary on current role:

Head hunted by the promoters to manage and improve operations for the North for a Major Oil
Marketer based out of Abuja, Nigeria. Conoil has 2 Terminals, 08 aviation facilities, 1 Lube Plant,
300 Retail Stations and 500+ employees, $ 500 Mn in Sales revenue annually. In my role, I have
rapidly earned the trust and respect of team members and gently improved team morale by
establishing a value driven culture and improving communication and encouraging training and
professional development and working hard to leverage the unique talents of each individual. Made
customer service the organizations top priority.

Professional Skill Sets:

• P&L responsibility as per Annual budgets & Business Plan. Interaction with Key stake holders.
• Finance - Working Capital & Cash Flow Management, cost control for the company.
• Core Team management to achieve Annual Business plan and planned financial results.
• Product Planning - Value Chain profit maximization- Sales, Evacuation, margin maximization.
• Sales of Petrol -Diesel, Jet A1, Lubricants, Non Fuel Retail Sales through Retail networks and
wholesale channels. Experience of Direct Sales to Industries.
• Involved in Final approval in Appointment of Staff , Distributors, Wholesalers and Direct customers
Hands on Experience -
• Experience of working in India extensively and abroad - free pricing markets – East and West Africa.
• Loyalty and Payments – Customer retention, same store growth -Partner and vendor integration.
• Compliance and Audit – HO task force leader and member at Nayara Energy (2016-2018), helped in
improving retail policy and marketing procedure guidelines.
• Infrastructure Management at Stations - DU/Tanks/Genset/Totem/ driveway and Canopy.
• BTL activities - Schemes at Retail outlets for MS, HSD & Lubricants– Off season, customer retention.
• Lube Sales –Wholesale, Workshops, Retail and through Stations. Exports to Africa markets.
 Work Experience

Regional Head (North) - CONOIL PLC Nigeria. April 22 – Date

P&L responsibility for North Nigeria (PMS, AGO, ATK, Lubricants etc.), Sales & Marketing, Operations,
Finance, Safety and HR Heads reporting to the MD. Products procured from Two own terminals (Apapa
Lagos and Port Harcourt) and various PPMC locations. Lube Plant at Apapa, 100 + network of Retail
stations and 4 Aviation depots in North Nigeria. Team of 100+ people in the North. Responsible for Bottom-
line with Capex and Opex decisions, Key role in Product Pricing, Vendor selection and project
management, transporter selection and freight negotiation. Based out of Abuja.

Business Head CONEX Liberia W.A. (Formerly TOTAL Liberia) June 21 – April 22
P&L responsibility with Sales & Marketing, Operations, Finance, Safety and HR Heads reporting to the BH.
Own Terminal, network of Retail stations and Aviation depots in Liberia. Sales of HFO to direct customers
from the depot. Team of 72 people in the company. Heading committees for Product Pricing, Vendor
selection and contract management, transporter selection and freight negotiation. Based out of Monrovia.

NAYARA ENERGY LTD (2014-2021)

Lead HSD (All India) Nov 20- June 21
Institutional sales of Diesel to Industries including Railways, BEST, APSRTC, Ambuja Cement and
corporates. Sales through BDA (Business Development Associates) and large transporters and
consumers through a team of 16 Area Managers.
Head Fleet and Loyalty Programme (All India) June 18- Nov 20
EFP (Essar Fleet Plus) is a India’s first petroleum retail digital loyalty Programme that is secure, instant
and rewarding for transporters and drivers that helps Nayara Energy retain and grow secondary customer
base to sustain and increase the retail thruput at fuel stations and thereby improve dealer and company
profitability. The Programme is developed in-house and has currently got 17,000+ transporters and over
2, 10,000 drivers as members and is growing at a rapid pace.
DGM Retail Operations –Head Office Nov 15 – June 18
Preparation of presentations pertaining to the business for reviews Evaluation of business proposals and
NFA’s at all India level. Preparation of NFA/Policy documents pertaining to Retail Operations. Co-
ordination with CEO Retail /CFO/CMO office approvals (NFA approvals /Reconstitution etc.). Assist the
Head Retail Operations for various other activities for smooth running of the business. Infra scheme from
HO -co- ordination with Zone and Engineering HO & Finance. Lubricant Sales – HO coordination with
Zone/Div. and with marketing Services at HO. Retail Automation- Phase 1 & 2: Operations and Eng./IT
co-ordination. IT – retail operations – project co-ordination: Apps and portal development. Compliance –
support to retail compliance head and part of HO audit team, Co-ordination with all Zonal Heads /Zones
for MIS. Co- ordination with HO BD, Marketing Services, Audit, Finance, Eng., Compliance, Tech Serv.
Awards - Shining Star-Business Enabler All India at Hyderabad sales Conf 2017- conferred by CMO and
CPO, GEM awards twice and Utkarsh award last year at HO in the current role.
Divisional Manager (DGM Retail) Dec 14- Nov 15
Retail operations of 110 Fuel stations in Varanasi Division (UP State) India through a team of retail
territory managers. Role included volume delivery, Q & Q with audits, ensuring product availability and
delivery to retail outlets from 5 terminals with near zero dryouts. Franchisee management in a dealer
owned dealer operated model. Arranging secondary transportation and ensuring support from retail
engineering. Volume delivery of 120,000KL per anum of fuels and 200 KL of Lubricants. A middle
management function in the organization. Key contribution in same store growth and new store delivery
with franchisee and company profitability objectives. Managing Operations in a hectic environment in UP
East. Responsibility of Statutory Licensing and infrastructure improvement at retail outlets .Also
contributed in NFR growth through increasing Lubricant sales, tyre sales (JK), Amul. Successfully
conducted franchisee meets, customer meets and campaigns.
 Previous Experience
APAR Industries Ltd July 14 – Dec 14
DGM Exports – Specialty Oils Division
Heading Industrial and automotive oils exports division. Responsible for volume & Margin delivery
Assessment of new markets, entry strategy, grade comparison, pricing, positioning etc. New business
development for expanding countries and geographies for the range of oils. Appointed distributors in
Uganda, Kenya and Tanzania and started exports within first two months. Breakthroughs in Nigeria,
Cameroon, Ghana, Mozambique & Ethiopia. Also exporting to Middle east and South American markets
Development of small packs in the automotive Exports division from the scratch travelling to these
countries regularly for business is an essential part of the job, Headquartered at Mumbai.
Africa Work Experience (2009-2014)
Lakeoil Tanzania Sep 13 – July 14
Head Bulk Sales & Specialties
Responsible for sales of Bulk Petroleum products Petrol, Diesel & Kerosene. Also handled specialties
(Bitumen and Lubricants) in Tanzania. Role involved – Bulk Sales of white fuels and bidding for long term
contracts & tenders. Volume handled - 10 million liters per month. New business with entry into Energy,
Mining, Chinese contractors and construction sectors and initiating fuel supplies to neighboring countries
Rwanda, Congo and Malawi. Successfully developed Lake Lubricants – retail & bazaar – team leader for
the project: mould development, product formulation, blending tie ups, design & pack development &
logistics up to finished product launch. Team of three BDM’s as direct reports for Bulk sales and 1
executive for business development. Co-operation with all country managers for transit white fuel bulk
sales.
GAPCO Uganda (EAC) Sep 10 – Sept 12
Head Sales & Marketing
Head retail sales and operations and wholesale. Responsible for volume and profit delivery in Retail &
wholesale business (Resellers and Independents) Bazaar trade for fuels and Lubricants (Relstar brand).
Retail operations included 34 Petrol stations and wholesale business had over 200 customers for fuels
and two lube distributors. Volume target >116,000m3 PA, Delivery 120%, Annual profit target $3Mn,
delivery $4.2Mn in 2011 and 4.8Mn in 2012. Teams reporting: Sales & Retail Engineering. Ag Country
Manager Nov 11 - March 12.
Regional Retail Head- Conoil Plc. (Nigeria, West Africa) Oct 09- Sept 10
Responsible for volume & margin delivery in central region for retail petroleum. Job role included retail
sales & operations management & development, channel expansion, product planning team & dealer
management, systems and processes, logistics, lessoning with Govt authorities, remodeling, lubricant
sales, and non-fuel revenues. Volume 277 Mn Ltr, value US$ 150 Million annually with a retail network of
60+ in the region. Awarded best Regional manager by the Managing Director in annual sales meet at
Lagos in 2011.
Reliance Industries (Retail Petroleum) – General Manager Jan 05 –Oct 09
State Business Development Manager – UP West Dec 2008 -Oct
2009 Responsible for Lubricants - Building the bazaar trade for “Relstar” Brand of Lubricants. Distributor
appointment, primary and secondary sales, tertiary movement of product in the marketplace by demand
generation (BTL Activities), Depot management, mentoring of Area managers to achieve objectives as a
team. Addressing day-to-day issues (SOA, Credit notes, scheme explanation and implementation,
ensuring and explaining distributor ROI etc.). Had a key role in mechanic education and implementation
of India’s first SMS based loyalty program. Volume achievement during tenure was 110% on volume and
revenue targets with highest credit discipline. SBDM Scorecard also included supporting the State head
in ALPG Volumes, Retail issues, NFR.
Country Manager: International Business Division April 07 – Dec 08
Responsible for lead generation in retail, wholesale & storage for acquisition and partnerships with key
focus on Belgium, Luxembourg and Austria. Evaluation of retail chains for possible buyouts / supply
partnership Worked closely with senior management of European companies and trade contacts /
Government & Port Authorities. Key Achievements: Brought to negotiation and offer level: Storage at
Antwerp (NaftaB) and acquisition of Catteaux (Belgium). Final stages of supply arrangement with 3
wholesale companies in Belgium and one at Austria. Also assisted COO in coordination of entire Europe
ARA team.
Territory Manager Retail – Delhi Jan 2005 – March 2007
Responsible for project of Reliance petroleum outlets in Delhi. In-depth knowledge of Delhi land rules and
approval processes. Role included Site identification, dealer selection and pursuing change of land use
and licenses in Delhi. Successful in obtaining 4 Change of land use in Delhi (Najafgarh, Bawana, NH1
LHS & NH1 RHS). Completed construction of Najafgarh site. Additional charge of handling steady state
operations for Karnal territory for sales of diesel and petrol. Implementing SOP’s for sales (customer
facing) for world- class operations. Sales of vendor brand lubricants (Castrol & Shell). Developing,
motivating & training territory team & dealers. Lead a team of about 30 Reliance & about 400 contractor
personnel across sales, operations, commercial, logistics & training activities. High mystery customer
scores & awarded Q&Q were also highlights of the tenure. Also handled Karnal territory additionally.

Bharat Shell (Retail / Consumer Business) 99 Dec – 05 Jan

(Joint Venture of BPCL and Shell Netherlands BV)
Area Sales Manager West – Consumer Business May 2003- Jan 2005
Managing Western region for the consumer line of business. Job role included lubricant sales and margin
delivery: B2C sales in workshops and BPCL retail outlets. Exhibition of expert level skills in New customer
acquisition (Capex driven as well as Opex driven), improved Profitability, Cost control, reduction in credit
days from 60 to 25. People development and building competence was an integral part of the Job. Part
of the global pricing team L4A for Shell Lubricants. Growth of over 120% in Volumes and 45% in net
margins were the highlights of the tenure. Achievements: Addition of 56 new customers in western region,
volume increase of 200% with high margin SKU sales focus, profitability improvement of 325%.
Sales Executive Delhi – ROW / Consumer Business Dec 1999- Apr 2003
Responsible for the Retail and Workshop sales in Delhi. Exceeded sales and margin targets of the territory
year after year through implementation and execution of customer focused activities. Spearheaded
“Project Forward” in Bharat Shell – SPANCO sales process. Key Achievements: Debt recovery from retail
outlets after accounts reconciliation and recovering INR 4 Million from Delhi accounts. Product placement
merchandising/promotions and customer contact programs from over 100 retail outlets of BPCL in Delhi.
Highest margin and volume growth in Delhi in workshop business. Cleared next level job interview/ sales
panel for ASM west position.
Kodak India (Retail / Consumer Imaging) 96 April– Dec 99
Technical Sales Executive Delhi / East & Central UP
Distributor led Chanel sales (Volume delivery) of Paper; Chemicals & Equipment in the Consumer
Channel to photo finishing labs and franchisee network Kodak Express. Exponential growth by swift
appointment of 2 distributors at Kanpur and Varanasi & 12 Kodak Express franchisees in New Delhi and
record sales of paper and chemicals in East & Central UP. Promoted from Sales Officer to Sales
Executive. Awarded Best Regional Presentation at Thailand in 1997.

NCM India Ltd 95 April–March 96

Area Sales Executive – Retail Telecom Business
Responsible for Telecom sales - SIM cards and handsets for the Essar Cell phone franchisee division.
Direct selling, cold calling and sales through retail counters at RO’s and shopping malls. Have
successfully run campaigns / promotions onsite. Lead follow up for sales conversion. Appointed 1-sub
distributors in South Delhi. Best Sales Achiever for 1995-96 and single highest sales in a month (150
connections) in Sept 95.

Education

PGDBM (Marketing) JIMS New Delhi Div 1st Major Mktng / Minor Fin – 2000/03 Div 1st
M.Sc. (Life Science) HINDU College, Delhi University, Delhi 1995. Div 1st
B.Sc. (Hons Zoology) HINDU College, University of Delhi, 1993. Div 1st

* Graduate of the Landmark forum June 2008

 Professional Trainings:

Nayara Energy (Formerly Essar Oil):

Fleet Operations and Winning with Relationship Selling – Dale Carnegie (3 days Dec 2018)
Retail Marketing & Operations - Vadinar Gujarat (15 days in Dec’14)
Kodak India:
BMFO (Building Market Focused Organizations) I & II, Technical Trainings on Photo finishing Products,
Merchandising Franchisee Outlets (Kodak Express)

Bharat Shell:
Sales Mastery I & II, Safety Trainings (Tripod Beta), Workshop on Workshops, Building Team
Competence – Manager’s Module. Finance for Non- Finance, Effective Communication Workshop;
Selling & Negotiating- the Essentials Part I & II, Advanced Module for Building Team Competence,
Working and Leading in Teams.

Reliance Industries:
Detailed Retail Operations training for territory managers– Building RIL Petro: by Retail Marketing team
Focus study- International Business, Mumbai. Etiquettes in International business (2 day workshop) at
Delhi.

Date of Birth: July 31, 1972

Marital Status: Married
Valid Indian passport No Z 5454860

Countries travelled:
Africa: Nigeria, Uganda, Kenya, Tanzania, Rwanda, Burundi, Ethiopia, Mozambique, South Africa,
Liberia. SE Asia: Thailand, Nepal Europe: France, Italy, Austria, Netherlands, Belgium, & Luxembourg.
Others - Australia & Dubai

Professional References - available on request.

Aseem Pratap Singh Date Monday, February 27, 2023

Family Details:

Blessed with a wonderful spouse

and two beautiful daughters, Wife
is an Education professional and
Elder daughter is pursuing MBBS &
the younger one is in Class X.