To be passionate about progress – from the lens of Ben Mahmud

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Ben Mahmud, the Head of the Strategy and Development for PETRONAS Downstream Marketing, is the winner of the prestigious Gold award for Best Marketer in Retail & Promotions Marketing at the Malaysian CMO Awards 2021. His portfolio covers three business units operating globally across 90 markets, namely PETRONAS Dagangan Berhad, PETRONAS Lubricants International and Engen Petroleum Limited.

Ben is pivotal in shaping growth strategies for the business, which includes evangelising customer-centric marketing plans and developing winning customer value propositions.

On this celebratory occasion of his achievement, Ben shares his thoughts on being passionate about progress with MARKETING Magazine:

Truth be told, many of us can claim to be passionate about progress; for me, ‘passion’ and ‘progress’ speaks to an obsession to do better today, every day, a philosophy that I’ve embraced since my journey with PETRONAS began in 2018. The term ‘progress’ is in the makeup of our DNA, which has moulded PETRONAS into Malaysia’s Most Valuable Brand for 11 years running[1].

Over the years, it has become increasingly clear that being brand-driven is not enough. We must become a brand driven by customers. And that is how we achieve true progress.

Partnering with an amazing group of customer obsessed marketers, we have launched innovative products into the Malaysian market. This includes PETRONAS’s new reformulated high-quality fuels PETRONAS Primax 95 with Pro-Drive™ and PETRONAS Primax 97 with Pro-Race™, in addition to Setel™, Malaysia’s first e-payment solution for fuel purchases directly from mobile devices.

Today, these efforts are getting a positive nod from our customers, partners and stakeholders; a reflection of what it means to deliver unparalleled customer experiences and be ‘Passionate About Progress’. Our customers have rated PETRONAS fuel quality higher than other Malaysian brands on the Net Promoter Score (NPS). Customers are also voting with their wallets as PETRONAS has taken the lead in market share for retail petrol product, particularly RON95 petrol grade, all of which is testament to the product quality and performance.

‘Passionate About Progress’ captures the spirit of who we are and what we do every day. I am honoured to receive the Gold award for Best Marketer in Retail & Promotions Marketing and share this win with the team of marketers in PETRONAS. I look forward in continuing to lead the marketing strategies and developments of PETRONAS Downstream fuels and lubricants, in pursuit of delivering progress to the nation.


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