Not every career begins with a clear blueprint. Sometimes, the most extraordinary journeys are born from a moment of hesitation, a nudge from a friend, or a path not originally intended. For Sunil Joseph, it all began with a conversation, a persuasive push from a friend who saw in him the qualities of a leader in an industry he hadn’t yet considered. That moment sparked a journey that would reshape his life and the logistics world around him.
Today, Sunil stands tall as the Chief Commercial Officer at the Port of Salalah, but the road here was anything but conventional. With 27 years of rich experience in the shipping industry, Sunil has become a trusted name and a visionary leader. From navigating operational intricacies to shaping commercial strategies, his journey has been marked by resilience, insight, and passion.
His global exposure, particularly across the GCC region including the UAE, Saudi Arabia, Qatar, Bahrain, and Oman, has played a pivotal role in shaping his approach to leadership. With over two decades of hands-on experience, including several senior roles at A.P. Moller-Maersk, Sunil has mastered the art of aligning business objectives with customer-centric solutions.
Before joining the Port of Salalah in 2020, he served as the Chief Commercial Officer at APM Terminals Bahrain, where he was instrumental in driving revenue growth through innovative supply chain models and value propositions.
Armed with a Post Graduate Diploma in Finance and executive education from Columbia Business School, Sunil blends strategic acumen with deep industry knowledge. His journey is a testament to what can happen when one says “yes” to the unexpected. For Sunil, the world of logistics isn’t just a profession, it’s a voyage of constant discovery and transformation.
Once a modest maritime outpost known as Raysut Port, the Port of Salalah in Oman has undergone a profound transformation over the past quarter century. Strategically perched on a key East-West shipping route, it now serves as a critical link between regions including the Middle East, East Africa, the Indian Subcontinent, and the Red Sea. This geographical advantage has helped the port grow into a dynamic logistics hub, drawing international attention and earning it the title of the world’s second-most efficient port.
The port’s origins trace back to a strategic alliance between Sea-Land, a U.S.-based shipping company, and the Omani government. Since its operational launch in 1998, it has come under the global network of APM Terminals following Sea-Land’s acquisition by Maersk. What began as a joint venture has evolved into an integral node of global commerce.
Sunil, a leading voice at the port, highlights the organization’s deep commitment to its diverse clientele, ranging from freight forwarders and shipping lines to importers and exporters. Recognizing the varied needs of its users, the port has strategically invested in building personalized solutions.
A dedicated customer care unit now works relentlessly to capture feedback, resolve issues, and monitor satisfaction. This initiative, paired with the launch of a digital customer portal, marks a major leap forward in service quality. But Sunil is quick to admit that digital transformation is an ongoing journey.
With its eyes set on becoming a value-added partner rather than just a transit point, the Port of Salalah has designed bespoke logistics solutions categorized under three flagship offerings:
This service portfolio is not just about convenience—it’s a deliberate strategy to boost volume, attract investments, and support businesses on Omani soil.
Sunil’s entry into the maritime industry was not backed by formal training, but by relentless curiosity and hands-on learning. Mentorship, practical experience, and a self-driven study of relevant literature shaped his early years. He later pursued executive education at Columbia, enhancing his leadership capabilities, and earned a diploma in finance to sharpen his financial understanding, skills that now influence his strategic thinking.
Sunil underscores a vital dual focus for port operations today: agility and innovation. The global pandemic laid bare the fragility of supply chains, reinforcing the need for resilience and foresight. Strategic planning, therefore, is no longer optional—it’s the bedrock of sustainable growth.
Since taking charge in early 2020, Sunil has been steering the port’s expansion while fostering economic development in Dhofar. Collaborating closely with the Freezone and the airport, his team is developing integrated logistics platforms aligned with Oman’s Vision 2040. Multi-modal transportation, regional partnerships, and digital integration are all part of this broader push.
Being positioned at the junction of global shipping networks allows the port to stay closely aligned with both industry trends and customer needs, a strategic advantage that few terminals enjoy.
Despite its strength, the port grapples with one major hurdle: limited gate volume, driven by Oman’s smaller domestic market. This poses challenges in attracting large shipping lines, as the economic case may not always be compelling. To counter this, the team is focused on creating additional volume through product innovation and strategic partnerships, strengthening Salalah’s case as a regional logistics anchor.
At the heart of Sunil’s leadership style lies a belief in collective progress. “People give their best when they’re chasing something bigger than themselves,” he shares. Through regular feedback loops, aligned goal-setting, and a culture of enthusiasm, he’s nurturing a high-performance team ready to tackle tomorrow’s challenges.
With over 27 years in the maritime sector, Sunil credits much of his professional success to his time in the Gulf. His deep understanding of the region’s business ethos and customer psychology has been pivotal. For him, lasting success in this industry hinges on one timeless truth: listen deeply to your customer and build solutions around what truly matters to them.
