Director Channel Digital Innovation
Etisalat
Total years of experience :29 years, 10 Months
Key Achievements & Value Addition
• Successfully led and managed demand and delivery of diverse set of projects from Consumer teams ranging in duration from 3 months up to 2 years.
• Successfully Implemented “Phygital (Digital + Physical)” applications and systems in partnerships with retail channel which resulted in off-loading different types of transactions to self-serve and e-commerce mediums. Built the proposal and business case worth 300 million AED as part of retail business transformation:
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o reducing manpower load for Sales transactions by 33%
o reducing manpower load for non-sales transactions by 80%
• Implemented AI (Artificial Intelligence) based Video/Data Analytics use case in Retail shops
o Analytical output generates, heatmaps, kinetic maps, dwell times to monitor customer flow and experience in retail shops
o Output resulted in changing store designs to get maximum yield from retail real estate
• Implemented AI (artificial Intelligence) based Facial Recognition and Speech Analytics use case in Sales channels
o Wow factor in customer experience in new “Phygital” stores
o Reduced waiting time and handling time by 15%
• Implemented RQMS (retail communication analysis use case) in outlets contributing in:
o Cross/upsell improvement on ongoing basis
o Improving attachment rate by 50%
o Ensuring 98%+ compliance to regulations
• Implemented WFM (with AI models), ESL and Team Huddle in retail outlets contributing to reduction in OpEx (25% reduction with WFM) and operational load on retail staff
Portfolio
• Manage demand and coordinate delivery of all business (Consumer Sales) requirements encompassing Retail digital applications, new innovation and transformation projects, as primary representative for Sales.
• Lead and support vision, strategy, proposal, budget and business cases for new innovations, AI and digital technologies with their required architecture. Work in partnerships and strategic alliances with others across markets, functions, vendors and disciplines to inspire and drive innovation strategy and emerging technologies including but not limited to ERP, CRM, artificial intelligence (AI), Data Analytics and Robotics Automation. Coordination with cross-functional teams to engage them with consistency and resilience.
• Provide leadership, coach and manage the Research, Innovate, Prototype and Operationalize practice at Etisalat by identifying the latest technical innovations and automation opportunities available in local and international markets that can be integrated into or work independently of Etisalat systems.
• Drive higher levels of engagement at point of sale to involve customers with Etisalat’s products and services in an innovative way by using contemporary technologies.
• Serve as coach and champion of merging the boundaries of physical and digital channels within Sales department by implementing prototypes and proof-of-concepts (POCs) of contemporary technologies
Key Achievements & Value Addition
• Manage demand and delivery of all business requirements encompassing ERP, DWH, Retail applications and advanced analytics from IT
• Pioneered predictive and AI based advanced analytics modeling (sentiment analysis, pricing, segmentation and churn prediction use case) within Freedom mobile. Worked in partnership with commercial team to develop an end-to-end Campaign development and delivery process to translate models into revenue streams and cost optimization initiatives
• Setup Big Data & AI ecosystem at Freedom (On-Prem and Cloud) for the first time
• Reduced manual reports from 700+ down to 200 through democratization of data and reports while maintaining single version of truth
• Process and operational efficiencies introduced in ERP, POS, Commission management system and BI infrastructure resulting in 15% additional capacity without any increase in OpEx
• Upgraded Teradata ecosystem and data migration with zero downtime and interruption to business
Portfolio
• Responsible for managing and delivering all requirements and projects on behalf of IT for all demands related to Enterprise applications, conventional and advanced data analytics, AI and Data Science based technologies and processes. Managing internal client relationships with all business functions & technical teams and strategic alliances with vendors
• Managing and coaching team accountable for building and testing AI based predictive analytics models, conventional business intelligence portfolio for product lifecycle and adhoc analytics,
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executive dashboards and reports. Responsible for data architecture to build advanced analytics ecosystem.
• Provide strategic direction, annual budgets and plans for Freedom mobile’s data governance, data privacy and legal considerations, Big Data, EDWH and AI programs and ensure IT is a key catalyst and enabler in implementing commercial roadmap and strategy in partnership with commercial and technical teams
Key Achievements & Value Addition
• As part of the launch team, supported business (particular emphasis on Sales and Marketing) to grow from being a startup company in 2006 to a major telecom player having 45% revenue market share in less than 4 years.
• Playing a pivotal role in the design and monitoring of strategies for various functional area; sales (reduced acquisition costs by 5%), customer services (reduction in operating expenses by 9% through process improvements), base management (incremental revenue of 15 million US$ in 2014), churn minimization (campaigns contributed 5 million US$), customer segmentation (double digit revenue growth for 8 years), network capacity planning (optimization of CapEx spend with potential incremental revenue of 25 million US$) and growth on an ongoing basis.
• Actively involved in the implementation of requirements of over 300 different offers, propositions, campaigns each year over a period of 8 years working in close collaboration with the product engineering team, business and IT
• Critical projects delivered were automated compensation management system (Callidus TrueComp), Cognos Financial Planning, Budgeting and Reporting tool, Teradata EDWH (Data Warehousing solution), Qlikview and Xcelcius dashboards and Business Objects Suite for BI
• Receiving personal recognition on multiple occasions through the best employee award and individually selected as a member of the prestigious Management Talent Pool
Portfolio
• Responsible for monitoring and managing demand for all data driven business performance, consumer insights, product portfolio, BI and DWH requirements on behalf of business.
• Accountable for the provision of reliable and sound data analysis to facilitate the decision-making process and closely monitor the alignment of product and segment performance in line with the corporate strategy, business plan and budgets
• Design and development and delivering AI and analytical consulting services for segment, product, base management, product portfolio, product development, consumer insights & experience, finance and other team for business value creation
• Utilizing advanced knowledge to serve as a Subject Matter Expert and coach in the areas of data governance, data science and advanced analytics, including predictive models for various use cases
• Monitoring product designs and ensuring that these conform to company standards as well as completing corporate reporting and analytical requirements management
Portfolio
• Managing all projects and demands related to BI, DWH, interconnect Billing system from IT
• Leading the development and implementation of the strategic business intelligence function for a
leading telecoms operator (Mobilink) in Pakistan
• Securing company wide acceptance and acknowledgement of business value addition for every
function and played a key strategic role in significantly increasing the company’s customer base from
2.5 million to 17 million
• Successfully launching and monitoring new products and services, optimizing the network and
completing strategic business planning
Project Manager - Enterprise Data Warehouse/Team Lead, Data Management, ETL and Data Integrity Team
• Accountable for sourcing all major business systems including pre-paid platforms, CRM systems,
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voucher management systems, postpaid billing, interconnect billing, mediation and BSS
Coordinating the development and implementation of marketing and business development strategy
for a technologically advanced aerospace and defense organization
Team Leader, International Marketing and Sales
• Overseeing the work of a team of 9 responsible for the management of exports and generating a
significant revenue increase in 3 years, growing the business from $3 million in sales to $7 million
• Developing business relationships with defense customers and with international defense equipment
purchasing agents in the Middle East, Europe and the Far East
Team Leader, Domestic Sales
• Managing a highly skilled team of 15 to maintain effective business relationships with defense and
commercial customers in Pakistan
• Instrumental in successfully delivering aerospace and defense equipment and services contracts
valued at $20 million and increasing domestic sales by 25% each year
“Silver Medal” for graduating 2nd on Dean’s Honor List
80%