Oct 2021 – Present · 4 yrs 5 mos

• Optimized channel and funnel performance for better CPI, reach, CAC, ARPU, CR, and many other KPIs with respect to the use cases.
• Carried out various actionable analyses highlighting customer Segmentation, Funnel analysis, User paths, Churn, Retention, and Cohort analysis.
• Prepared and Analyzed monthly analysis of marketing performance to find root causes for low performance on different channels level (like Facebook, Google, Paid, Unpaid, and Organic) by deep diving into performance metrics on a campaign, creative, and adgroup level.
• Created audiences for prospecting and retargeting campaigns based on user behavior on Daraz (Clicks, Add to Carts, Purchases based on specific brands or product categories)
• Enabled effective decision-making by assisting Marketing and CRM departments in creating and maintaining automated reports and visualizations in FBI (Ali Baba's Power BI).
• Built 20+ dashboards across 8+ automated reports using FBI (Alibaba's internal Power BI), streamlining insights for diverse stakeholders and reducing time spent on marketing budget decisions by 30%.
• Extensive use of SQL, FBI (Alibaba's Power BI), and Excel.
• Run ad-hoc analysis using EXCEL, and SQL to perform Root cause Analysis, In-Depth Analysis and share valuable insights with the Leadership.
• Analyzed buyer behavior to strengthen Daraz Group’s profitability through the identification of high-value buyers in each market.
• Performed A/B testing with ad creatives in terms of assortment, discount offerings, ad formats, audience size, and language scripts for ad optimization.
• Run ad-hoc analysis using EXCEL, and SQL to perform Root cause Analysis, In-Depth Analysis and share valuable insights with the Leadership.