Ato Ededeya Assefa

Ato Ededeya Assefa has obtained his MBA in Business Administration from Edinburgh Business School, Scotland and BA degree in Management and Public Administration from Addis Ababa University. He joined Shell in 1998 and has been working with the company for over a decade assuming a variety of roles in Ethiopia, Africa and Asia Pacific.

Ededeya has worked as Sales Representative for Addis Ababa, Northern, Western and Southern Ethiopia where he was responsible to manage the overall operation of Shell Service Stations across the country. Later, he was promoted as Retail Network Development Manager, where he was responsible to manage the company’s Retail Network Portfolio through optimal investment and divestment on Shell Service Stations. Notably, he has developed a five years Retail Network Master Plan for Shell Ethiopia which served as a road map for the company to focus on key strategic network locations viable for opening up of Service Stations and divestment of non-profitable assets.

In 2003, Ededeya was expatriated to Malaysia to work as Brand Manager for Shell Malaysia and Singapore. In his role, he has worked as a custodian of the Shell brand closely working with global Brand and Advertising Agencies such as J. Walter Thomson, One 4 One and others. Whilst in Malaysia, he has also worked as Loyalty Marketing Manager where he was responsible to manage Shell’s Program called BonusLink, a popular program that enjoyed over 4 million membership.

Upon repatriation, Ededeya worked for Shell Oil Products Africa as Regional Training Manager for East and South East Africa covering Ethiopia, Uganda, Kenya, Sudan, Egypt, Mauritius, Madagascar, DRC, Botswana and Namibia. In his role, he has been working both with Pan-African and global Shell operating companies where he gained an extensive experience about operations of the Oil Business in different countries in Africa. Upon takeover of Shell Ethiopia by Oil Libya Holdings Limited, he has worked as Retail Manager where he was responsible to manage the overall operation of the company’s Retail Business in Ethiopia. Ededeya is also founder of CALD (Center for African Leadership Development), a management & leadership development constancy firm that provides training, coaching and consultancy services in Ethiopia and beyond.