Senior Manager Advanced Analytics and Customer Insights
Majid Al Futtaim
Total years of experience :16 years, 2 Months
Direct and supervise a team of 5 individuals to assist marketing and merchandising teams for analysing customer behaviour information, such as market basket, cross-shopping / quantitative research from transaction databases. Administer and manage team building process, including recruitment, engagement, expansion, and performance to help business gain competitive advantage. Establish, implement and present strategic roadmap approach for enhancing analytic capabilities of employees to ultimately realise revenues and business goals. Play a key role to uncover meaningful customer behaviour and customer profitability. Forefront KPI development and tracking as well as evangelise analytics across the business.
Enhanced business efficiency in supply chain and delivered visibility of category level stock in 16 countries with functional insights, while ensuring daily tracking of critical consumer goods categories.
Formulated 360-degree view of Carrefour loyalty customers and organised campaigns for introducing new online clients to the brick-&-mortar stores and improving customer value by more than 150%.
Utilised advanced analytic methods to create custom models and algorithms, such as propensity to buy, churn, CLTV, market basket analysis, behavioural, and psychographic segmentations to gain 10% customer engagement, 15% average spending as well as ensure insights by campaigns.
Spearheaded formation and delivery of consumer insights to marketing teams for deriving key strategic decisions, such as redesign of textile department, win-back strategy for customer after pandemic lockdown.
Enhanced NPS score in UAE by 5 points over 2019-20 by leading program in UAE and developing actionable reporting, while working along with business partners on key strategic initiatives.
Efficiently minimised human resource usage / cost and improved accuracy by installing ML driven classification model to auto classify customer comments into driver segments.
Head the Analytics and MIS team -
1. Design predictive models for behavioural score cards.
2. Work along with the portfolio team to identify the profitable customer segments to tailor make offers to drive spends for our car's business
3. Design collection scorecards
4. Track revenue and spends to help portfolio team grow the ENR.
Key Responsibility
Lead a team of analysts to deliver analytical projects for AIMIA that help business partners to connect with customers, build loyalty and grow revenue. Engage with key clients and internal stakeholders across the business to develop data driven CRM programmes and campaigns to personalize the customer experience.
Work Summary
• Mamaged the analytics relationship with financial partner HSBC
• Designed and executed miles driven spend-stretch campaign for the credit card portfolio of HSBC bank which generated greater than 200% ROI for Air Miles
• Designed and implemented automated customer welcome journey for the HSBC credit card acquisitions and increased credit card activation and early customer engagement by 5%
• Measured campaign results and presented to internal and external stakeholders on a regular basis to demonstrate ROI and effectiveness of running campaigns and budget approvals for future campaigns
• Planned and managed the end to end project of integrating the new campaign management tool - IBM Silver Pop with Aimia systems and data warehouse and automate the campaign deployment process
• Developed and implemented campaigns for customers lapsing from Air Miles programme
• Developed customer segmentation for jewelry and optical retailers and allied strategy for achieving client revenue targets
• Developed churn triggers for a retailer and retention campaign at the back of it to reduce churn rate by 3%
• Perform customer behavior and trends analysis
• Identify customer segments to execute specific strategies and tap into marketing opportunities
• Maximize campaign profitability for key clients like HSBC, Damas and Aster
• Conduct hands-on statistical analysis on large volumes of transactional using SAS, SQL, Excel, like - customer life cycle analysis, card activation strategy, churn analysis, impact of redemption on customer spend, loyalty engagement and points expiry analysis.
• Present recommendations to internal/external client stakeholders.
• Mentor a team of off-shore analysts who work on post campaign analysis and dashboard reporting.
Working as a senior analyst in the Risk Management department of Mashreq Bank. Key responsibilities include:
• Economic Capital calculation for the entire Mashreq Bank portfolio using internal ratings based approach
• Validation of wholesale models for Basel II regulatory compliance through Internal Ratings Based (IRB) approach.
• Stress testing validation of risk parameters (wholesale models) as functions of macro economic factors to assess risk during economic downturn as part of Basel II regulatory compliance
• Development, validation, monitoring and implementation of Basel II compliant internal ratings models for all institutional clients (corporate, small business, merchants) of American Express for US and International markets
• Use advanced data mining and predictive modeling techniques to provide meaningful business solutions to Global Corporate Cards, Global Merchant Services and other commercial businesses.
• Conduct regular model performance tracking.
• Assist in process automation and model implementation.
• As modeling lead, manage junior analysts handling end to end delivery of all models and liaised with business and group risk teams to ensure model acceptance by all stakeholders.
• The job involved development of scorecards and statistical models, which are used for various strategies by the respective business, for all the international markets across all portfolios of Citibank.
• It included credit risk scorecard development for credit card, personal loan & mortgages
Academic Achievements Ranked among top 10 in Delhi School of Economics. Papers Presented FORECASTING AGRICULTURALOUTPUT OF INDIA. In this paper I studied the past values of agricultural output of India and used them for forecasting future values using both univariate and multivariate forecasting techniques. EMPIRICAL TESTING OF THE ARBITRAGE PRICING THEORY. The stock returns of few of the most important companies of India were studied and they were used for estimating the “Arbitrage Pricing Line” for the Indian financial market. LAND ACQUISITION ACT AND ITS IMPLEMENTATION IN INDIA Case Study- Singur: Causes Behind the Upheaval The implementation of the act and its economic aspects were analyzed under different circumstances and a detailed study was done on Singur. Internship (summer) Organization: IMRB International, Kolkata. Period of Work: 2nd May 2006 - 30th June 2006. Project: Analysis of the Consumer Brand Disposition Up gradation in the Japan Tobacco Market. The project was a part of the detailed market research study of Japan's Tobacco Market that IMRB International carried out for British American Tobacco. In the summer project, the different segments of the Japan tobacco market were analyzed to understand the possible movements of consumers in terms of their disposition towards various brands. This experience has enabled me to quantitatively assess a market's responsiveness to a new brand and at a macro level how a cigarette company competes in an increasingly globalized market. Received PPO from IMRB International, Kolkata.
Ranked 1st within Lady Brabourne College and within top 15 in University of Calcutta