Sep 2021 – Jan 2023 · 1 yr 4 mos · Dubai, United Arab Emirates · Hybrid

Feb 2020 – Sep 2021 · 1 yr 7 mos · Dubai, United Arab Emirates

• I am responsible for 3 domains within eCRM i.e. Promotional comms, Loyalty, and Data. I lead the promo calendar for eComm brands. In addition to this, I actively look after special CRM projects (brand / market launches) and the online bit of Al Shaya Loyalty Program. Lastly, I am the Go-to resource when it comes to data governance, analysis and integration in the team. My work scope spans in the following brands / markets:
• H&M (AE, SA, KW, EG)
• Bath and Body Works (AE, SA, KW, EG, QA, BH)
• Mothercare (AE, SA, KW)
• West Elm (AE, SA, KW)
• American Eagle (AE, SA, KW)
• Foot Locker (AE, SA, KW)
• Pottery Barn (AE, SA, KW)
• Pottery Barn Kids (AE, SA, KW)
• Victoria Secret (AE, SA)
• Muji (AE, SA, KW)
• Boots (AE, SA, KW)

Mar 2019 – Present · 7 yrs 3 mos · Dubai, United Arab Emirates · Remote

• In 2019, I embarked on a journey to create a space where CRM professionals could connect, share insights, and grow together. This vision led to the founding of CRM DXB, initially a WhatsApp community, which has since evolved into a comprehensive, interactive platform for CRM enthusiasts worldwide.
• CRM DXB began as a modest group, driven by the passion to unify CRM professionals. It rapidly grew into a dynamic and diverse community, fostering discussions on the latest trends, challenges, and innovations in the CRM sphere. Recognizing the potential to extend our reach and impact, I transformed this vibrant WhatsApp group into a full-fledged digital platform, accessible at https://crmdxb.community/.
• In addition to managing the community, I contribute to the CRM conversation through a LinkedIn newsletter under the same name. Here, I explore various facets of CRM, from technological advancements to strategic customer engagement approaches. My newsletter serves as an extension of the CRM DXB community, bringing valuable content, industry news and insights to a broader audience.

Mar 2019 – Feb 2020 · 11 mos · Dubai

• While reporting to Global Chief Commercial Officer and Global Director for Revenue Growth, I was responsible for strategizing the Marketing, Data & Tech part of Commercial Transformation Program. Focus areas included (but not restricted to):
• 1) Marketing Tech Stack (B2B / B2C)
• 2) B2B Sales Processes
• 3) B2B Customer Success
• 4) Data Strategy & Governance
• During my stay at Aramex, I helped the top management in preparing a Maturity Model to reflect on the Commercial Transformation elements; how and when they can be realized. I was actively involved in Vendor selection (CRM), shortlisting Implementation Partner & reviewing 3rd parties/app marketplace. For this purpose, I have also arranged numerous workshops in Dubai (UAE) and Amman (Jordan) for project scoping, going through demos, requirement gatherings, signing-off processes / operating, and discussing pricing / proposals.

May 2017 – Feb 2019 · 1 yr 9 mos · Dubai, United Arab Emirates

• Responsibilities
• Responsible for CRM operational KPIs (Bookings, revenue, first time purchasers, 2nd time purchasers, retention cohorts) spread across tajawal and Almosafer POS – KSA, UAE, Egypt, Kuwait, & Bahrain.
• Planning, development and execution of customer journey and search funnel.
• Monitoring and reporting on CRM progress / projects.
• Scaling up CRM's contribution not just in numbers, but deriving benefits for other teams through mutual projects.
• Setting up promotional, automated and transactional communications across emails, push notifications, SMS, web pushes, news feed, whatsapp and any other technology that may fall under CRM (unpaid).
• Working closely with the top management to define and update CRM roadmap.
• Major Tasks
• Successful migration of Marketing Automation system (From Silverpop to Braze).
• Increasing revenue share of automated campaigns from 10% in 2017 to 60% in 2018.
• Preparing roadmap and a lifecycle marketing plan that will posses Omni-channel communication.
• Broadening segmentation & tools to explore new revenue streams e.g. leveraging offline sales and partnerships.
• Tools:
• Braze (Formerly Appboy)
• IBM Watson Campaign Automation (Silverpop)
• Insider
• Cequens
• Travel APIs
• DataStudio
• SQL

Jul 2016 – May 2017 · 10 mos · Karachi

• Responsibilities
• Operational accountability (Revenue, orders, new customers, and re-purchase rate) spread across 3 Daraz and 4 Kaymu countries – Pakistan, Bangladesh, Sri Lanka, and Nepal.
• Working closely with the Group's Co-CEO on regional CRM projects.
• Plan and ensure execution of initiatives for online lead/customer acquisition, retention and activation/reactivation with an objective of scaling up CRM channel’s contribution into the overall business.
• Setting up CRM processes and performance monitoring reports.
• Monitor and share customer purchase behavior evolution (like based on CLV and RFM), their conclusions and actions from CRM perspective with the key stakeholders of the company.
• Segmenting of the CRM to enable tailored and relevant marketing messages to customers.
• Setting up promotional, automated and transactional communications across emails, push notifications, SMS, web pushes and any other technology that may fall under CRM (unpaid).
• Major Tasks
• Successful handover of CRM activities from Paris Team to Karachi Team.
• Migration and merger of CRM data of Kaymu Myanmar (Bangladesh) and Daraz Myanmar (Bangladesh).
• Rebranding Kaymu LK as Daraz LK and ensuring transition of CRM data and transactional communications.
• Preparing roadmap and a lifecycle marketing plan that will posses Omni-channel communication.
• Setting up Loyalty program in Daraz PK, Reactivation campaigns, New Signup Journey, revising NPS program.
• Broadening segmentation to explore new revenue streams e.g. category level buyers.
• Tools:
• ExactTarget (Salesforce Marketing Cloud)
• AccEngage
• Outreach
• SQL

Sep 2014 – Jul 2016 · 1 yr 10 mos · Karachi

• Designation: Senior Analyst
• Analytics – Database Marketing:
• Clean Marketo database and categorize all leads in the database.
• Ensure data accuracy for all leads – this includes lead, company and behavioral attributes.
• Establish and execute a database maintenance process to ensure accuracy, tidiness, recentness and completeness of data.
• Focus on new target markets with the aim of increasing the size of marketing database.
• Manage data entry into the system (ensure completeness of data).
• Analytics – Analytic and Reporting
• ROI Reports (involves report set-up, data accuracy and campaign execution) – marketing program effectiveness, campaign effectiveness, funnel impact, cost of leads acquisition etc.
• Develop Marketing effectiveness reports - Content, channel & data effectiveness analysis.
• Reconcile web visits with Marketo data to establish source for web visits by known leads.
• Consistent monthly executive dashboard and reporting on marketing programs.
• Determine the impact of marketing on new opportunities.
• Consistently create and communicate basic outbound campaign reporting.
• Sales Support Execution
• Recurring Sales support initiatives include:
• Quarterly Market Intelligence Database update
• Quarterly Target Market update
• Org structure research, lead network map, automated market intelligence database, Bank profile, etc.
• Repository of content with direct links - for sales
• Ad-hoc lead contact information and background research
• Ad-hoc research & analysis requests – examples include back office spending research, efficiency ratio, etc.
• Run all data intensive projects through QC checklist
• Tools:
• Marketo
• SNL web and SNLxl
• SalesForce
• Research Tools:
• Utilising "LinkedIn" for effective client targeting
• Working on websites like Data.com, Insideview.com

Mar 2013 – Aug 2014 · 1 yr 5 mos · Karachi

• At TradeKey.com, I have developed expertise in Revenue Channel Management, Lead Funnel Management, Reverse Engineering, SEM Acquisition, Membership Clubbing, Signups Optimization, Dashboard Development, Demographic Data Management, Marketing Planning Process Reporting, Segmentation Modeling & Analysis and Future Planning.
• Manipulate and analyze complex, high-volume, high-dimensionality data from varying sources using a variety of tools and data analysis techniques.
• Act as liaison between the business and IT to ensure alignment of business objectives and technology.
• Proactively review current data entry processes for efficiency and identify process improvements, standard operating procedures, best practices, etc.
• Help to automate collection and distribution of information.
• Prepare informative and well-organized presentations showcasing insights and recommendations supported by data.
• Develop analysis and trend data to support strategic marketing analysis and overall business directives.
• Collaborate with HODs and Senior Managers to identify and interpret trends, variances, and business performance.
• Key Achievements
• Reverse Engineering: Linking HR head count with Leads, and Signups. The estimations were all derived from regional conversions, all possible revenue channels, and standardised benchmarks of 2013.
• Sales Matrix: This study provided a rule of thumb to Sales, Marketing, and Web Marketing department in conducting Opportunity Loss Analysis. For this study, two matrices were formed:
• Sales Diagonal Matrix (Within month conversion - Same signup and sales month)
• Sales Upper Triangular Matrix (Carry Forward Effect - particular month’s signups generating sales in following months)
• Historical Revenue accumulation: The revenue details spreads across 5 years, more than 200 countries and 38 industries, with product details from basic membership to all Add-ons sold. The recipient of this databank has been the CEO, HOD Finance, HOD Sales and Marketing.