Sharon Lee

sharon.lee@aya.yale.edu / (tel) +44 07809846118

Career Summary
15 years of extensive international experience up to board level. Blends a classic strategy consulting background with
experience in a range of operational roles ranging from strategy and change management to proposition, product and business
development. Possess expertise in the smart grid/smart metering, electricity, gas and water measurement and management
space, as well as in travel and logistics. Comfortable in both large multinationals as well as in start up environments.
Work Experience
Purelogic Consulting Ltd.
Founder and Managing Director, UK-based (April 13 present)
UK commercial lead for a large global e-mobility trial in the electric vehicle/smart grid/demand response space in the UK;
responsible for partner negotiations, proposition development, trial design and set up (May 2013 March 2014)
Supported due diligence activities (focusing on technology evaluation, competitor landscape, future trends, opportunities
and challenges) for a private equity investment in the gas meter space (April 2013)

Elster Group SE
VP Strategy and Development, UK-based (June 10 Jan 13)
Headed the strategy function for a NYSE-listed Smart Grid energy measurement and management company with $2b in
revenues. A global role incorporating the Gas, Electricity and Water business units, reporting to both the CEO as well as the EVP
of Corporate Development. Achievements and responsibilities:
Created, and continually evolved Elsters strategic roadmap, particularly with respect to its positioning within the evolving
Smart Grid and Smart Energy universe
Qualified and quantified new market entry, acquisition and partnership opportunities as well as potential new product
introductions. Created view of adjacent opportunities, incorporating key global trends and challenges
Worked closely with EnergyICT, a high-growth, energy management start-up entity within Elster Electricity to review
current performance and to develop an aggressive 3/5/10 year growth plan
Supported the annual MTP process in close cooperation with Controlling, particularly in the areas of market sizing, growth
rates and trends as well as competitor and technology evaluation
Spearheaded the increased visibility of Elster Group within the 3
rd
party research and analyst community, responsible for all
3
rd
party research relationships including the creation of analyst briefings

BUPA UK
Interim Proposition Designer/Consultant, Commercial Team, UK (October 09 June 10)
Responsible for supporting the change management objectives of the newly appointed Commercial Director, primarily by
designing and implementing new customer propositions across the B2B and B2C segments.

AVIS EUROPE PLC.
Head of Product Development, UK (June 07 August 09)
Responsible for all new product development as well as for the evolution of existing products. Commercial ownership of ancillary
products such as GPS and online hotels. Owned the Avis Preferred loyalty programme. Promoted to the European Marketing &
Sales Board and the Group Leadership team.
Championed and implemented an online partnership with Expedia/hotels.com; Avis became the first car rental company
globally to offer a hotel product within the online customer purchase process. Responsible for concept design, securing
European buy-in, partner assessment and negotiation, to subsequent launch in 12 countries
Exceeded European satellite navigation system (GPS) target turnover by 36% by leading a revamped approach to
marketing and sales across all customer segments and all online and offline channels
Launched the industrys first ever speed of service programme - the 3 Minute Promise - to reduce operational cost and to
improve customer retention. Rolled out service to 10 countries and over 500 stations
Delivered 2m in annual incremental profit and improved utilization rates by rolling out a new fee structure for the prepaid
product across Europe. This was a large scale coordination effort involving the redefinition of processes across multiple
functions (legal, tax, IT, finance, customer service, ops, marketing, comms.) and channels (web, call, stations)

DHL EXPRESS EUROPE 2005-2007
Head of Strategy, Belgium
Promoted to lead small team plus internal and external consulting teams on key projects across Europe; provide strategic
direction for key high growth and turnaround European markets
Led the development of a 3-year European business plan for DHL Express Europe
Active involvement in the annual country strategic review meetings, via the creation of briefings for the CEO and input into
the annual MTP (Mid Term Plan) process
Assessed a range of joint ventures/mergers/acquisitions/divestitures that were in the pipeline
Senior Strategy & Business Development Manager, Sales & Marketing Team, Belgium
Responsible for assessing new market opportunities and for supporting country strategy and marketing planning
Led the design and implementation of a new strategic planning process across Europe, including DHLs first ever cross-
functional strategic scorecard; to support the build-out of country strategy and product marketing plans
Led a key road-mapping exercise in selected high growth and turnaround European countries; this involved devising mid
and long term growth strategies by product line as well as short term troubleshooting in critical markets
Assessed the commercial and operational feasibility of entering the business to consumer market via a deep dive exercise
with a pilot country. Evaluated potential partnerships. Managed a small internal consulting team
DHL EXPRESS GLOBAL MANAGEMENT GmbH 2003-2005
Chief of Staff to the Global Head of Marketing & Sales, Belgium/Germany
Advised and supported the Global Head of Marketing and Sales, including a global remit for leading internal and external
consulting teams on key strategic topics
Worked on a global Marketing & Sales strategy for the new DHL, measuring actual country performance against aspiration,
competitors and customer perception. Supported successful deployment in South Africa, Korea, India and Hong Kong
Supported the evaluation of a market entry opportunity in the local Brazilian logistics market; assessed the feasibility of
acquiring a local player
Other projects included: creating a highly influential report identifying global trends in the transportation space, supporting
change management objectives and organizational restructuring and a realignment of Latin Americas marketing plan

EQUIDITY (an online B2B marketplace/e-procurement platform with over $70m funding) 2000-2001
Director of Business and Product Development, Washington D.C area, USA
Responsible for developing and launching an online loan marketplace targeted at small businesses to provide instant decisioning
on loans and lines of credit, and the subsequent development of related opportunities. Ran team of 1 + 2 consultants
Supported the development of the Equidity business plan, which secured over $70m in financing from investors including
Yahoo!, the chairman of AOL and the co-founder of Netscape.
Launched the first fully competitive online small business loan marketplace in the U.S; negotiated and secured the
participation of 15 national lenders including Wells Fargo and Citibank
Built and managed strategic alliances and co-distribution deals with both online and large offline companies including
Yahoo!, Wells Fargo, FleetBoston, Textron and Merrill Lynch
Evolved proprietary loan decisioning technology to create a unique multi-supplier settlement product for use at point of sale
for large on and offline purchases; considered for patent filing
MCKINSEY & COMPANY 1997-2000
Senior Analyst, promoted from Analyst, New York City, USA
Staffed on a variety of engagements with a focus on financial services, high technology and the online space. Sponsored for
MBA programme as one of top ranked analysts in class. Selected engagements:
Supported the post merger management of the worlds largest ever merger of 2 pharmaceutical companies (at the time)
specifically around product (drug) pipeline rationalization and optimization
Developed a business plan for the online delivery of patent-pending medical technologies in the field of telemedicine and
radiology; several offers of pre IPO funding subsequently received
Designed new B2B product offering for a large financial institution focused on working capital management
Advised a large financial institution on their optimal credit card delivery strategy (build/buy/outsource)
Other
EDUCATION:
INSEAD (France, Singapore): Masters in Business Administration
Yale University (USA): Double degree in Economics & International Studies, Distinction in both, graduated cum laude.
PERSONAL INTERESTS
Social enterprise, sustainable capitalism, skiing, running, organizational behaviour/sociology and the study of sub-cultures
OTHER
UK/Malaysian citizen. Languages spoken include fluent Cantonese and Malay/Bahasa Indonesia and intermediate Spanish