1. 1
Muhamed Asjad Abdul Hameed
Contact through +971 52 490 0329
Bur Dubai, United Arab Emirates
Email: asjadhameed@hotmail.com
Nationality: Sri Lankan Marital Status: Married
Date of Birth: 20 June 1988
AREAS of EXPERTISE
WORK EXPERIENCE and ACCOMPLISHMENTS
Marketing and Business Development Senior Executive
Grand Midwest Group of Hotels, Dubai September 2015 – Present
Grand Midwest Hotels belongs to the GMW Group of companies in Dubai which also consists of GMW
Sports and GMW Media production. The group has four star deluxe Hotel and Hotel apartments across
prime locations in Dubai. The GMW group is popular among the celebrity crowd with famous names being
regular guests of the hotel. The group is also the main organizing company for the Masters Champions
Cricket League and hospitality partners for major events that take place in Dubai.
 Responsible in developing the overall marketing strategies for the group of hotel apartments.
 Responsible to create new business ideas and revenue generation within the operations.
 Develop and implement yearly marketing plan for the rooms, F&B and banqueting.
 Design and execute events. Submit reports on the performance of the events with analysis.
 Control OTAs and GDS, monitor room sales performances, room rate competitor analysis, parity
rate management, managing online reputation, review analysis and incidental finding.
 Generate social media marketing campaigns, regularly update events, monitor the SEO, SMO,
keywords and Meta tags etc.
 Operate the back-end of hotel website, maximize direct room sales, increase web clicks and
increase web ratings on Google listing.
 Identify strategic advertising platforms to increase brand awareness with minimal marketing cost.
 Create and coordinate with non-financial barter agreements to maximize brand exposure.
 Interact with guests on a regular basis to review on customer experience.
 Interact with inter departments and rectify operational challenges.
 Planning banquet events and F&B promotions.
 Develop training programs to staff to improve on end customer service.
 Report to Group Director.
Key achievements
 Introduced new revenue centers such as car rental, health club membership programs, BBQ picnic
lawn, the Lounge bar, LED Advertising portal (hotel exterior and interior) etc. worth AED 800,000.
 New investment for spa worth AED 500,000 with better and improved service and ambiance.
 Ramadan Iftar promotion sales 150% increase in revenue compared to previous year.
 50% increase in direct room booking thus saving on commission payments.
 New improved and user friendly website layout increasing viewership and Google listing ranking.
 Successfully signed three barter agreements with major events in Dubai getting brand recognition value
of more than AED 100,000.
Sales Management | Business Development | Client Relations | Presentations | Promotional
Events and Exhibitions| Strategic Planning | Research| International Business | Contract
Negotiations| Direct Marketing | Project Management | Product Costing

2. 2
Executive – Marketing and Business Development
Mabroc Teas (Pvt) Ltd, Hayleys PLC January 2014 – July 2015
Mabroc Teas (Pvt) Ltd is a leading tea exporting company in Sri Lanka that exports its products to over 50
countries in the world (www.mabrocteas.com). Mabroc Teas is a fully owned subsidiary of one of Sri Lanka’s
largest conglomerates HAYLEYS PLC (www.hayleys.com). Hayleys PLC has operations in as many sectors
such as power and energy, agriculture, hand protection, textiles, leisure and aviation etc. Mabroc Teas has
an annual turnover of US $1.8m to US $2.3m. Mabroc’s products vary from bulk teas to value added loose
tea packets, tea bag cartons and gift connoisseurs.
 Handling six main client accounts from the Russian Federation, Ukraine, Belorussia and European
Union. These clients contribute 60% Sales value to the Company’s Annual Turnover.
 Researching for new international markets to gain business potential and carrying out advertising
through radio, newspaper and magazine media.
 Working closely with international clients to develop the brand in the new markets, contributing to
marketing promotions and strategies to sustain the brand.
 Participating in International Exhibitions to acquire new clients (Gulf Food, Food Taipei, SIAL).
 Follow up and manage international client orders from order receiving to factory production up
until shipment and receipt of payments.
 Develop marketing plans and sales programs for international markets to promote current
products and new products increasing market share (ATL and BTL).
 Carrying out international Distributor and Sub Distributor incentive schemes to increase sales
overseas.
 Involved in preparing Marketing Budgets.
 Promotion to Tea Buyer and Grader in addition to Marketing Executive.
 Reporting to Managing Director.
Key Achievements
 Carried out sales promotions in the Russian market, after identifying buying patterns, which in turn
increased sales volumes by 20%. Used ATL and BTL advertising to increase sales volume from 8
containers per annum to 15 containers per annum.
 Introduced the Brand to new markets like Canada (New), Denmark (New) and Taiwan adding 10%
contribution to sales and create Brand awareness in these markets with the new clients.
 Developed Crisis marketing to the Russian market during the Dollar crisis to survive in the market
and hold the market share.
 Proposed to fulfil Manager position for the upcoming Tea Lounge Project by the Management.
 Successfully developed HORECA product range to the Hospitality industry which increased local
market sales by 10% monthly. This creative product concept captured additional three Hotel group
companies to the company’s current list of clients.
 Acquired clients in Saudi Arabia who contribute to purchasing 4 containers a month of bulk tea
contributing to US$ 150,000.00 average per annum.
 Successful in developing a company/product video for our product launch ceremony in the
Japanese market in collaboration with one of Japan’s prestigious companies, Mitsubishi.
 Successful in developing a comprehensive and feedback oriented Training Booklet to our Sub
Distributors.
 Job extension to Tea Buyer and Tea Grader in addition to marketing executive. Buying weekly at
the Tea Auctions held at the Sri Lanka Ceylon Chamber of Commerce
 Creating new tea blends and send samples to existing and new clients to develop new business.

3. 3
Executive – Finance
Mabroc Teas (Pvt) Ltd, Hayleys PLC July 2012 – December 2013
 Carried the role and responsibilities of a Management Accountant.
 Preparing Monthly Financial Statement Summary report to Group Finance, Head Office.
 Preparing and evaluating Month End Post Costing of shipments. Investigating deviances with pre
costing and report to Top Management at the monthly management meeting.
 Presentation of Financial Statement monthly and quarterly comparison in monthly Management
Meetings.
 Delegated work to six subordinates working under me and allocated suitable work to them.
 Managing Supplier payments and all direct payments of the company (cheque payments).
 Approving cheque vouchers and petty cash vouchers prior to approval from GM – Finance.
 Approving all bank transfers, RTG transfers and loan deductions.
 Managing, monitoring and evaluating production labour variances and material variances.
 Participating in Reviewing Financial Year Budgeting for upcoming year.
 Reporting to the General Manager – Finance and Managing Director.
Key Achievements
 Finding key deviances in post costing of shipments and proposed permanent solutions.
 Identified the deviances in labour costing and developed more accurate costing.
 Implemented strict payment procedures, reducing risk of fraud and mis-use of funds.
Accountant
X Ten Productions (Pvt) Ltd January 2012 – July 2012
XTEN Productions (Pvt) Ltd is a Production House that produces television commercials, radio commercials
and documentaries for companies. The company employs full time ad film directors, production managers
and Audio and Video Managers.
 Managing the overall finance and cash of the company and its subsidiary company, and responsible for
all payments (Suppliers/Salaries/petty cash).
 Maintaining the overall accounts of the company and its subsidiary company.
 Preparing financial statements.
 Fully Authorized Signatory for company current A/c cheques and all legal company documents.
 Matching and monitoring actual cost of commercial production with estimates given by commercial
production department. Implement full control to eliminate waste management and fraud.
 Managing working capital by controlling payments and receivables.
Administrative Executive
Meezan & Co. (Pvt) Ltd 2008 - 2009
Meezan & Co. (Pvt) Ltd, a family run business of more than 60 years old, is a well established exporter
of Ceylon tea and spices to the Middle Eastern continent. They specialize in custom tea blending to their
clients’ requirements and export in bulk quantities.
 Handling all shipping documents including customs clearance certificates, pro forma invoice and Bill of
Lading.
 Team leader of the ISO 22000 HACCP and in charge of the food safety control team.
 Head Supervisor for tea blending and allocating suitable labor output per day and settling day wages.
 Assistant tea buyer at tea auctions held in the Sri Lanka Ceylon Chamber of Commerce.
 Responsible for wage payments, fuel cost accounts, vehicle maintenance etc.

4. 4
EDUCATION AND QUALIFICATIONS
 Bachelors in Business Administration (B.B.A) (2011)
Northwood University - (United States of America)
Dual Major in International Business and Management
 Completed 2 subjects - Strategic Level (2013)
Chartered Institute of Management Accountants (United Kingdom)
 Advanced Diploma in CIMA (2011)
Chartered Institute of Management Accountants (United Kingdom)
 Diploma in Computer Hardware Engineering with Networking (2008)
Turnkey IT Training, Sri Lanka
 Association of Accounting Technicians of Sri Lanka (AAT) (2005)
MERIT AWARDS
 Awarded Academic Excellence for Computing Studies (2004)
 Awarded Academic Excellence for Accounting (2004)
 Awarded Silver Medal for British Federation of Festivals of Music,
Speech, Drama and Dance. (2002)
 Awarded Merit in Speech and Drama from Trinity College London (2002)
 Awarded Distinction in Speech and Effective Speaking (1999-2003)
EXTRA CURRICULAR ACTIVITIES
 Member of Hayleys Group PLC District Toast Master Club
 Member of the University Business Club
 Member of the University Speech Club and Charity Club
 Member of the University Basketball Team
 Member of the School Basketball Team
 Member of the School Soccer Team
 Member of the School Athletic Team
 Member of the School Model United Nations Program
REFERENCE
UAE reference upon request