CV - Edin Mustajbegovic - May 2025.txt ******* If you are viewing this version, please go to https://www.mainfram.com to download the PDF document version. PDF File: https://www.mainfram.com/assets/filesCV%20-%20Edin%20Mustajbegovic%20-%20May%202025.pdf _________________________________________________________________________________________________ EDIN MUSTAJBEGOVIC Strategy - Management - Technology | Consultant Enterprise - Software | Architect - Engineer Founder _________________________________________________________________________________________________ CONTACT Email: edin@mainfram.com Phone: +61 0410497874 Location: Fremantle, Western Australia Website: http://www.mainfram.com/ LinkedIn: https://www.linkedin.com/in/mainfram/ _________________________________________________________________________________________________ ABOUT ME With over 25 years of experience spanning software engineering and management consulting, I focus on applying systems thinking to modernize management practices for the 21st century. I specialize in agile business strategies and adaptive operating models, helping startups grow and established businesses transform in a rapidly evolving landscape. 25 years of Experience (8 industries and 2 startups). - 10 years of experience in management consulting. - 15 years of experience in software engineering. - 25 years of software delivery experience. _________________________________________________________________________________________________ EXPERIENCE Roles 5+ years of experience: - Strategic Advisor - CIO / CTO - Digital Transformation Leader 10+ years of experience: - Management Consultant - Enterprise Architect - Software Architect 20+ years of experience: - Product Leader - Software Engineer / Lead Capabilities 5+ years of experience: - Investment & Budget Planning - Transformation Management 10+ years of experience: - Business Strategy Development - Technology Strategy Development - Strategic Planning & Roadmaps - Operating Model Design - User and Service Experience Design - Data Engineering 20+ years of experience: - Team Leadership - Product Management - Software Product Design & Build - Business Analysis - Software Engineering Engagement 5+ years of experience: - Board / Director Level 10+ years of experience: - Executive Level 20+ years of experience: - Senior Management Level Industries Veteran - Software - Consulting - Mining Experienced - Energy - Non-for-Profit - Education Stale - Government - Real estate _________________________________________________________________________________________________ TIMELINE (last decade or so) Legend: [year] - [Company] - [Project / Initiative / Engagement] 2025 - Brownes Dairy - Corporate Strategy and Planning 2025 - Shell Global - GenAI Approach for Integrated Gas (Whitepaper) 2024 - Brownes Dairy - Operating Review and Diagnostic 2024 - Shell Global - Operating Model and Strategy 2023 - Shell Australia - People Strategy and Employee Value Proposition 2023 - MSWA - Strategy Development, Team Dev., Strategic Recruiting 2022 - Silverhorse - Product Strategy Review 2022 - Shell Global - Scenario Planning & Strategy Development 2022 - FMG / FFI - Capital Project Information Management Strategy 2021 - Shell Australia - Technology Strategy Development (Australia) 2021 - Idoba - Business Strategy Development 2021 - Idoba - Acquisition Due-diligence & Post Acquisition Strategy 2021 - Rio Tinto - Project Portfolio and Operating Model Strategy Development 2020 - Sandpit Innovation - Business & Product Strategy Development 2020 - Sandpit Innovation - Future, Trends and Investment Analysis 2020 - Horizon Power - Technology Portfolio Roadmap and Investment Development 2019 - BHP - Data Strategy Review and Development 2019 - Horizon Power - IT Strategy and Roadmap Development 2019 - BHP - Capital Portfolio Execution & Governance Framework 2018 - Horizon Power - Strategic IT Review 2018 - BHP / Fluor - Capital Project Digital Strategy & Roadmap Development 2018 - BHP / Fluor - Capital Project Operating Model Design 2017 - BHP - Digital Transformation Strategy Development and Execution 2017 - BHP - Functional Operating Model Design and Implementation 2016 - BHP - Iron Ore Technology Strategy and Portfolio Development, Planning & Governance 2016 - BHP Iron Ore - Digital Transformation Strategy Development and Execution 2015 - BHP Iron Ore - IT Strategy Advisory, Enterprise Architecture & IT Strategy Development 2015 - Silverchain - Operating Model Design 2014 - BHP Iron Ore - IT Strategy, IT/OT Integration Strategy Development and Advisory 2013 - BHP Iron Ore - Exploration and Mine Planning Operating Model Design 2012 - BHP Iron Ore - Post Acquisition IT Organisation & Systems Integration Planning & Governance _________________________________________________________________________________________________ PUBLICATIONS AND DEEP DIVES Generative AI Business Strategy Primer May 2025 A pragmatic guide to the Gen AI era, this white-paper distils the technology’s mechanics, economics, and organisational impact into clear frameworks leaders can act on. From theory-light explanations of tokens, transformers, and scaling laws to practical tools like the Engagement Spectrum, Four-Axis Lens, and Budget Radar, it shows how to navigate cost, risk, talent, and sovereignty—grounded in an Australian perspective but globally relevant. The result is a playbook for turning hype into coherent strategy and everyday advantage. Download the whitepaper here: https://www.actiontwelve.com/assets/files/Whitepaper-GenerativeAI-BusinessStrategyPrimer.pdf :::::::: Investing in Data Whitepaper December 2017 Find out what it takes to get value out of data investments. Unconventional advice, written with minimal technical jargon. This whitepaper specifically targets the leaders and managers governing, leading and managing data investments and the consultants that advise them. Download the whitepaper here: https://www.actiontwelve.com/assets/files/ActionTwelve-Whitepaper-InvestingInData.pdf _________________________________________________________________________________________________ RECENT CASE STUDIES Case Study: Implementing Scenario Planning Approach for Global IT and Technology Strategy Company: Shell Year: 2021 - 2024 Projects: Global Scenario Planning and Strategy Development, Technology Strategy Development (Australia) Roles: Strategic Advisor, Management Consultant Engagement: Executive Level Capabilities: Business Strategy Development, Technology Strategy Development, Operating Model Design, Business Analysis, Investment & Budget Planning As a Management Consultant, I advised on the integration of Shell Australia’s IT and Technology operations, helping to shape a technology strategy and operating model that balanced local business needs with global initiatives. To support diverse business scenarios, I developed a flexible framework and scenario planning methodology, ranging from cost-reduction to accelerated technology adoption. Working closely with Shell’s Australian IT and Technology leadership, we co-created a strategy that gained unanimous endorsement across regional businesses. The approach was later adopted as a global standard for IT and technology roadmaps across Shell, and I continued to provide advisory support to other regions during implementation. This work not only enhanced Shell’s operations in Australia but also contributed to a globally recognised model for technology management, reflecting my commitment to collaborative, future-oriented consulting. :::::::: Case Study: Establishing IT as a strategic enabler Company: MSWA Year: 2023 Projects: Strategy Development, Team Development, Strategic Recruiting Roles: Management Consultant Engagement: Board / Director Level Capabilities: Technology Strategy Development, Team Leadership, Operating Model Design As interim CIO at MSWA, I led the revitalisation of the organisation’s digital infrastructure following a period of underinvestment. Partnering with the new CEO, I aligned IT strategy with MSWA’s future-focused vision and conducted a comprehensive review of systems, teams, and cyber security risks. I developed and implemented a new IT strategy, designed an agile operating model, and created a technology roadmap to support long-term goals. Throughout, I engaged regularly with the Board and Executive Team to ensure transparency and secure strategic buy-in. The Board’s endorsement marked a key milestone, enabling the rollout of the new operating model and the appointment of a permanent CIO to drive continued progress. My work reflects a commitment to using technology to build organisational resilience and unlock growth in a rapidly evolving environment. :::::::: Case Study: Establishing a new venture to disrupt the mining industry Company: Sandpit Innovation, Idoba, Perenti Group Year: 2020 - 2021 Projects: Business Strategy Development, Acquisition Due-diligence & Post Acquisition Strategy Business & Product Strategy Development, Future Trends and Investment Analysis Roles: Strategic Advisor, Management Consultant Engagement: Board / Director Level Capabilities: Business Strategy Development, Technology Strategy Development, Strategic Planning & Roadmaps, Investment & Budget Planning, Business Analysis, Product Management I played a key role as an advisor in the creation of Perenti Group's digital technology venture by acquiring Sandpit Innovation, a management consulting company. My brief was to generate innovative ideas that could transform the mining services industry by using systems thinking approaches to identify significant gaps in technology investment perception. To turn these unconventional ideas into actionable strategies, I collaborated closely with new venture executives and the Perenti board to develop a practical business plan for the new venture. A critical component of this strategy was expanding the entity through strategic acquisitions, and I played a crucial role in the due diligence process for potential targets. My innovative approach went beyond technological advancements. I introduced a collaborative operating model for Idoba, the entity formed from the merger of Sandpit Innovation and Optika Solutions. This transformative approach replaced traditional hierarchical structures with an agile ecosystem of innovative teams, fostering adaptability and innovation. My contributions continued beyond the acquisition phase, including developing a comprehensive product strategy essential to securing approval from the Perenti Board. Throughout the evolution of Idoba, I provided strategic guidance, shaping the trajectory of its business strategy and reinforcing its position as a dynamic force in the mining services sector. :::::::: Case Study: How to build the largest Iron Ore hub with an Integrated Team and Digital Technology Company: BHP, Fluor Year: 2018 - 2019 Projects: Technology Stategy and Portfolio Development, Planning & Governance Capital Projects Operating Model Design Roles: Management Consultant Engagement: Senior Management Level Capabilities: Technology Strategy Development, Strategic Planning & Roadmaps, Transformation Management Business Analysis During my involvement in BHP's iron ore mining project (South Flank), which was done in partnership with Fluor, I played a key role in establishing an Integrated Project Team that brought together the expertise of both organisations. Given the complexity of BHP's operations, my primary objective was to work with the project director to design an operating model and framework that would seamlessly integrate the Integrated Project Team with BHP's broader functions. Through strategic planning and collaboration, we implemented a cohesive operating model that unified various partners and BHP operations into a streamlined project plan. Furthermore, I developed a simplified project brief that effectively communicated the program's governance structure, scope, and roadmap, ensuring alignment and clarity across stakeholders. To enhance project operations' efficiency, I led the development of a digital strategy built on the operating model's foundation. This strategy leveraged digital technologies to optimise planning, collaboration, and governance processes within the newly established operating model, thus paving the way for improved project performance and outcomes. :::::::: WE HAVE TO TALK ABOUT STARTUPS With over two decades of experience in software engineering and consulting, I’ve developed a deep passion for startups and innovation. My journey began in the late 1990s with Digital Wizards, where we built Western Australia’s first e-commerce site and developed early products resembling modern platforms like Google Maps, MailChimp, and WordPress. This formative period sparked a lifelong fascination with the energy and creativity of startup environments. In 2007, I founded my first startup, Beyond42, aiming to reimagine ERP systems. While it didn’t achieve commercial success, the lessons learned were invaluable. In 2011, I joined Journey One to help grow their Management Consulting practice, and in 2017, I founded Action Twelve, drawing on insights from years of diverse professional experience. 
Today, I’m building my latest venture, 2ic.ai, a product that blends social networks, complexity science, and AI to transform how teams manage relationships. As both a consultant and engineer, I remain committed to pushing boundaries and driving meaningful change through technology. _________________________________________________________________________________________________ CAREER TRAJECTORY |--Founder--> |--Founder-------------> |--Consulting--------->|--Management Consulting----------------------> |--Product Design and Management-----------------------------------------------> |--Software Engineer-->|--Software Architect-->|--Enterprise Architect----> ------|---------------|---------------|---------------|---------------|---------------|----> 2000 2005 2010 2015 2020 2025 Future Aspirations - Finish my book on new management - Launch 2ic.ai - Expand the reach of new management thinking _________________________________________________________________________________________________ EMPLOYMENT HISTORY 2017 to Present - Action Twelve - Founder / CEO As an entrepreneur and consultant, I have embarked on a journey to redefine the landscape of management practices. I founded my consulting venture with the aim of anticipating and shaping the future of management. I have collaborated with renowned industry giants such as BHP, Shell, Rio-Tinto, and FMG and contributed my expertise to diverse projects, ranging from monumental multi-billion-dollar capital investments to nurturing nascent startups. My role extends beyond conventional consultancy, as I craft innovative workshops and immersive one-day programs tailored to expedite the assimilation of cutting-edge management paradigms. My future at Action Twelve will continue to focus on the future of management and the development of innovative software products to help teams transition from a top-down command and control paradigm into a complex science-informed ecosystem of teams capable of tackling critical challenges such as climate change. Keystone Achievements: - Founded a new company - Attracted a diverse set of clients, from large enterprises and multi-billion-dollar capital projects to startups - Developed new frameworks and approaches to management practices - Working on and investing in a software product :::::::: 2015 to 2017 - BHP - Digital Transformation Leader After a successful career as a management consultant, I was offered to lead digital transformation efforts at one of Australia's top organisations. This role gave me a unique perspective, allowing me to witness digital transformation from the inside out. In two years, I went from overseeing the digital transformation of Iron Ore, BHP's flagship business, to designing and leading a comprehensive operating model for digital transformation across the entire organisation. Keystone Achievements: - An innovative platform-based strategy that was the foundation for over $1 billion of annual IT spending. - Implemented global operating model for digital transformation - Founded and established BHP’s first innovation mine :::::::: 2011 to 2015 - Journey One - Management Consultant / Capability Lead I joined Journey One when it was still a new startup and had the opportunity to work closely with the company's key clients to understand their unique challenges and objectives. As a capability lead, I played a crucial role in shaping the management consulting and enterprise architecture practices of the organisation. It was my responsibility to design custom methodologies for each client engagement, ensuring that we provided effective and holistic solutions tailored to their specific needs. I also took on the role of a coach and mentor to fellow consultants, helping them to excel in their respective roles. Through these efforts, I contributed to the growth and success of Journey One and built a high-performing team that was dedicated to delivering remarkable results to our clients. Keystone Achievements: - Maintained and grew their core client base - Developed innovative approaches to management consulting and strategy development - Maintained exceptional client feedback and value delivery :::::::: Older Employment History 2007 to 2001 - Beyond 42 - Co-Founder / CTO - Responsible for full product management and lifecycle. 2010 to 2006 - Bright People Technologies - Software Architect (Freelance) - Introduced modern App Dev practices and coaching 2010 - Ajilon - Software Architect - Developed an operational data management platform 2010 - NSW Government - Consultant - Review and advise on UX and W3C standards across government data sharing web assets. 2006 to 2010 - Mainfram Innovations - Freelance Consultant - Designed and developed a custom Manufacturing Management System for a factory 2006 to 2010 - DSC-IT - Team Lead - Designed and built Australia’s first Environmental Sustainability management Platform. 2004 to 2006 - Curriculum Council of WA / Ross Logic - Lead Architect - Designed & developed WA state-wide Student Information Management System. 2003 to 2004 - Spherion Technology Solutions - Software Architect - Developed WA’s first map based land portal. 2002 to 2003 - Pivot Technologies - Software Team Lead - Developed building mgmt. and automation products. 2001 to 2002 - Imago Multimedia - Product Lead - Developed several web-based products. 1999 to 2001 - Digital Wizards - Product Lead - Developed WA’s first e-commerce website.