Lahore University of Management Sciences

Professional School of Business & Technology, Kempten University of Applied Sciences

Jacobs University Bremen

Aitchison College Lahore

Marketing & Customer Value Management (CVM) Consultant

Babbel

Director of Revenue CRM

Built up a performance CRM team from zero with a focus on being data-driven and utilizing latest technological advancements to deliver multi-fold incremental revenue with a high ROI across all markets and users lifecycle stages (on-boarding, up-sell, cross-sell, retention and win-back). The role involved working closely with the Product and Tech teams to roll out Braze over multiple channels (email, push, inbox messages, inbox notifications, in-app, promo boxes, SMS), connected with our data science models like churn prediction and recommendation engines.

Vinted

Director of CRM

Built up a strong data-driven marketing unit by combining CRM, BI and Data Science to drive business performance.

• CRM: led the CRM team to continuous drive MoM and YoY improvement of metrics and revenues at a positive ROI while working on further personalization and channel diversification.

• BI: set up a business intelligence function to support in-depth analysis, identifying opportunities and risks, financial forecasting and day-to-day reporting.

• Data Science: drove several prediction models and recommendation engines to support the business by building a solid data science team.

• Data Product Manager: managed the requirements scoping, business value assessment, Sprint planning and prioritization for the Data Engineering team.

Marley Spoon

Head of CVMA

Improved CRM focused business metrics (retention, reactivations, OR/CR, CVRs) by multi-fold.

• Introduced consistent, multi-channel CRM marketing over multiple digital and offline channels rather than relying on email marketing alone.

• Accelerated CRM activities by up-scaling the team, restructuring the team along customer lifecycle stages and assigning matrix responsibilities to coordinate multiple territories and brands.

• Close collaboration with the Product teams to improve customer retention and increase CVRs at multiple touch-points.

Head of CRM

Brought CRM and customer retention from a mere means of customer communication with limited marketing campaigns to a performance driving business unit based on data driven, multi-channel, and personalization strategies.

• Developed customer segmentation for targeted, personalized and individualized CRM campaigns across all customer lifecycle stages.

• Developed a micro-segmented, LTV led voucher strategy.

• Introduced new business metrics and proved the value of CRM to drive business top-line at a high ROI, while introducing campaign testing against control groups.

Head of Retention Strategy (CRM)

Advised top mobile operators across the globe on Customer Value Management (CVM) along the pillars of acquisition, revenue enhancement, churn and cost reduction to fuel business growth and improve profitability.

• Provided telecoms with innovative monetization, subscriber management and revenue diversification solutions that fit within their localized business context to maximize customer lifetime value (CLV) and EBITDA.

• Deep-dive analysis of priority business value drivers for mobile operators to discover key actionable insights, combined with CVM global best practices.

• Holistic customer base management across all lifecycle stages and channels (optimization of acquisition and retention spend, disruptive propositions, data monetization, upsell/cross-sell, tariff migration, loyalty).

• Led the use case development and solution scoping for deployment of machine learning based advanced analytical models such as rate plan optimization, churn prediction, segmentation and credit rating.

• Extensive cross-functional collaboration with pre-sales, sales, technical and operations teams, as well as with external stakeholders, typically CMOs.

Optiva Inc.

Business Value Consultant

Provided consultancy and subject matter expertise on data-driven marketing, customer value management (CVM), CRM, analytics, customer insights, and base management in over 15 countries. Clients included Vodafone, Vodacom, Zain, Vimpelcom, Telstra, Telecel, Bolt, Econet, LIME, Djezzy and Cell-C. Managed end-to-end projects and led teams (both technical and commercial).

• Developed the analytics backbone ranging from simple Business Intelligence views and cohort analysis to segmentation and prediction modeling.

• Worked with multiple latent and real-time data sources including DWH, Big Data and trigger platforms, Billing, Provisioning, CRM, and Digital.

• Analyzed the customer lifecycle from acquisition to in-life and retention/churn phase to design strategy & implement multi-channel (both outbound and inbound) campaign portfolios with extensive A/B testing and loyalty programs.

• Assisted in pre-sales activities, working out effort assessment and commercial business cases for project profitability, business requirements capturing and responding to RFPs.

• Generated new product and analytics ideas as per market developments and changing customer needs, liaising with technical owners to clarify the requirements, conducting end-user testing, and working with the Go-To-Market team for product marketing.

• Managed internal and external project stakeholders including CXOs.

Evolving Systems

Consultant (Global CVM Manager)

Set up the CVM function from scratch to running 50+ contextual campaigns a month and expanding the team to 5 people. Received ‘Role Model Contributor’ award for the year 2013.

•	Developed and implemented an end-to-end CVM, retention and win-back strategy.

•	Execution and measurement of campaigns via IBM Unica and SPSS.

•	Development of advanced analytical models (early churn, prepaid churn, zero balance, value migration, best bundle, behavioral segmentation) to predict customer behavior and pitch contextual offers.

Zong (CMPak), Pakistan

Senior Marketing Executive - Customer Lifecycle Management (CLM)

Responsible for new product development, managing mega promos and top-line growth of several VAS services. Achieved multiple times revenue growth for the allocated services.

•	Preparation of monthly VAS dashboard; tracking macro-level indicators; analyzing the portfolio performance to identify opportunities; assist in defining the VAS strategy; identifying trouble areas that may trigger revenue loss; promote VAS via micro-segmented targeting.

Mobilink

Marketing Associate - Value Added Services

AkzoNobel

Management Intern

Publicis Pakistan (pvt) Ltd.

Intern

International University Bremen

Supervising Student Assistant (impACT3 Summer School)

Developed a simulation of the Earth’s atmosphere to measure the impact of altering gas composition on the temperature and biomarkers of exo-planets.

Ammar Qureshi