18 Years of Dedication: A Look into Mohamed Shahaadh’s Journey at STO

MV+ News Desk | January 29, 2025

For over 18 years, Mohamed Shahaadh has been a driving force at the State Trading Organisation (STO), embodying a commitment to excellence and a passion for innovation. Currently serving as the Marketing Manager for General Trading, his career is a testament to adaptability, perseverance, and a vision for progress.

From Sales to Strategy: An Evolving Role

Shahaadh’s journey at STO began in 2007 when he joined as a sales representative for STO Electronics, which was at the forefront of introducing cutting-edge technology like LED TVs to the Maldives. His career trajectory significantly turned in 2013 when he was tasked with marketing the Hitachi brand. By meeting ambitious sales targets and revitalising the brand’s market presence, he laid the foundation for his rise within the organisation.

In 2016, Shahaadh’s career reached a pivotal moment when he transitioned to project management under the guidance of Mr. Murad, now FSM’s Chief Operating Officer. Over the next four years, his work significantly bolstered Hitachi’s sales and market presence. His next challenge came in 2021 when he spearheaded the establishment of the STO Agri Centre, a groundbreaking initiative to collaborate with local farmers. By registering over 700 farmers and sourcing produce from more than 100, Shahaadh successfully brought the segment to life.

Shahaadh’s ability to embrace change was further demonstrated when he managed the STO Service Centre in 2022. Transforming it from a cost centre to a profit centre highlighted his strategic mindset. By 2024, he was entrusted with leading the marketing function of the department, a role that aligns perfectly with his expertise and vision.

Leadership in Marketing: Day-to-Day Challenges

As Marketing Manager, Shahaadh’s day-to-day revolves around orchestrating cohesive strategies across departments. His role ensures that marketing efforts align seamlessly with business objectives while fostering collaboration with sales and customer service teams.

Marketing STO People’s Choice has not been without challenges. Competing in a saturated market requires innovation, and Shahaadh has tackled this by focusing on a unique value proposition, targeted campaigns, consistent customer engagement and content marketing. His approach is rooted in understanding the diverse demographics of STO’s customers, achieved through thorough market research and the use of varied platforms such as social media, television, radio, and regional outlets.

Fostering Creativity and Collaboration

Under Shahaadh’s leadership, the marketing team thrives in an environment that values creativity and collaboration. He believes in providing a space where ideas can be shared without fear of criticism, holding regular brainstorming sessions, and recognising the contributions of his team.

“Equip the team with the necessary tools and resources they need to express their creativity and collaborate effectively,” he shares.

His contributions extend beyond marketing into STO Recreation Club (STORC), where he has played a pivotal role. He believes this has been one of the platforms where he has demonstrated his capabilities and a can-do attitude, proving his leadership and ability to drive engagement within the organisation.

The Future of Marketing at STO

Shahaadh sees AI and personalisation as transformative forces that will shape the future of marketing at STO People’s Choice. He believes these tools will significantly enhance customer engagement and make marketing efforts more effective. “The integration of AI and personalisation is set to profoundly enhance our marketing strategies, creating a more engaging and effective customer experience,” he explains. With these advancements, STO is poised to stay ahead in the competitive retail landscape by delivering tailored solutions that resonate with its diverse customer base.

A Personal Reflection on STO

When asked about his journey with STO, Shahaadh speaks with heartfelt pride. “Being involved with STO not only allows me to collaborate with a talented and dedicated team but also provides me with the chance to grow professionally in a dynamic environment. The diverse experiences and insights gained here are invaluable as I navigate my career,” he reflects. Representing one of the largest state-owned enterprises, he feels a deep responsibility to uphold the values and heritage that define the country.

For Shahaadh, his career reflects the broader mission of STO: shaping the economy, supporting the welfare of Maldivians, and driving innovation. With nearly two decades of dedication and countless achievements, he exemplifies what it means to be a true leader and innovator at one of the Maldives’ most significant state-owned companies. “I look forward to continuing this journey as we make progress and shape the future together,” he expressed.

He also takes a moment to acknowledge the support he has received throughout his career. “Thanks to everyone who has helped me throughout this journey,” he says, expressing gratitude for the colleagues, mentors, and teams that have contributed to his growth and success.

ރިއެކްޝަންސް
1
4
0
0
0
0
0