how can i show WordPress custom field data to my short code?

You’re using $post->ID, but haven’t defined $post anywhere. You either need to specify global $post;, to get the current post in the loop, or define it some other way. But the best way to get this ID would just be to use get_the_ID():

<?php $sub_heading = get_post_meta( get_the_ID(), 'sub_heading', true ); ?>

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