Customer Insights Lead / Market Research Manager
Gulf International Bank /Meem Digital Bank
Total years of experience :17 years, 6 months
Responsible to deliver actionable insights that help the bank to make better business decisions.
•Internal data analysis: use raw data in Excel to understand customer profile, customer acquisition, sales data, pricing, loyalty program, and NPS. Campaign evaluation vs sales
•Market data analysis: conduct research and present actionable insights to marketing/product team. Identify major trends of the market to detect growth opportunities.
•Track competitors: on current rates, seasonal offerings, promotions, new launches, benchmark competitors
•Integrate data sources: syndicated data, market level data, consumer trends and secondary research for insights
• Digital platform: CX platform (Medallia), Google Analytics and Social Media (Social Bakers)
•FINTECH initiative: involved in strategic projects to position the bank in the FINTECH industry
Worked as customized quantitative/qualitative researcher for a marketing research agency’s client services department, in Saudi Arabia and Pakistan.
• Customized research: developing research proposals, executing quantitative/qualitative research projects, writing reports and developing actionable consumer insights. Helping brands in developing a better understanding of their customers, enhance customer experience, and improve brand positioning through continuous tracking
• Research design: proposing the right research design as per the research requirements
• Execution: follow through research projects through field and data processing teams
Experience in platforms: Qualtrics/Medallia for Customer Experience (CX), Shopmetrics for Mystery Shopping Program (MSP), and online surveys for Brand Health Tracker (BHT)
Experience in project: brand equity, triggers and barriers, segmentation/ persona, campaign evaluation, mystery shopper program, customer experience and satisfaction, brand positioning, usage & attitude (U&A), airport/passenger/pilgrim’s surveys, concept/taste/advertising test, and corporate/B2B studies
Experience in categories: banks, malls, restaurants/QSR, airport, airlines, food & beverages, government sector, and telecommunication
Worked for a university’s marketing department.
• Executing Communication Campaigns: executing communication campaigns events and exhibitions
• Presentations across the UK: travelling across the UK to represent the university at Higher
Education Fairs and Conventions to give talk to students and professors
• Promoting offers: promoting university’s different programs, facilities and offers
Worked for an advertising agency’s client services department.
• Sales and Presentations (C-Level): generating sales by pitching to clients; presenting advertising
campaigns and proposals
• Research and Critical Analysis: conducting competitive intelligence study for client’s products; analyzing
target customers; analyzing data critically
• Marketing Strategy: developing strategic marketing plan; suggesting marketing and advertising strategy
• Advertising Campaigns: designing and executing ATL/BTL campaigns
• Brand Strategy: developing and maintaining brand positioning and image; suggesting brand name.
• Creative and Concept: designing creative and developing concepts with designer and creative teams to
follow through the complete plans or campaigns on deadline
Key clients: ABB, Samsung, FMC United, Bumrungrad International Hospital (Malaysia), Hewlett-Packard (HP) and
Gree Air Conditioner
(Advertising)
Worked for an outdoor advertising agency’s client services department.
• Nationwide Ad Campaigns: managed nationwide clients’ complete outdoor (BTL) ad campaigns, events, and
in-store advertising
• Brand Activation: supporting clients’ sales staff in planning and executing brand activation
• Business Relationship: building long-term relationship with suppliers, external team members and clients
Key clients: Pepsi Co., Nike, Nestlé, Tag-Heuer, Wateen Telecom and Warid Telecom
,
,
,