أسامة خان

Summary:

Own and manage Automotive Division data, including Customer Data Strategy and Analytics,
Customer Data Activation, and Customer Data Governance. Responsible for driving forward the Data Science agenda with a ring-fenced team focused on developing analytical solutions/products to help optimize larger scale automotive division business opportunities for nine different brands.

Selected Accomplishments:

▪ Leading a Multitouch Attribution Model (MTA) to optimize the digital media spend and shift media spend towards high-performing channels.
▪ Initiated five data science uses cases to improve Customer Repurchase Rate, Next Best Offer for new or
used cars, and aftersales service contracts. Expected to deliver 27 Million AED incremental revenue to Al-Futtaim Automotive by 2023.
▪ Developed the forecasting model for retail automotive sales over the next ten years. Set up a reporting framework to track automotive sales performance against the forecasted sales.
▪ Built a Toyota Land Cruiser repurchase predictive model for CRM targeting. The model aided in targeting the right customers for the repurchase offer, generating 300% additional leads and showroom visits.

Summary: Responsible for the enterprise product development roadmap execution of the data analytics use cases across Etihad Airways by working closely with internal partners (heads of business units) in marketing and operations divisions. Accountable for meeting annual revenue targets of advanced analytics business.
Selected Achievements:
• Developed a 2-year roadmap for the Data Science department, outlining business development and cost optimization plans leveraging analytical playbooks to test innovative and scalable data science solutions across marketing and operations divisions.
• Introduced an Agile work environment to develop and deploy new data science solutions in 60-day increments.
• In the first year of the Data Science team’s inception, I developed highly impactful data science solutions such as Fuel Efficiency, Catering Forecasting, Customer Lifetime Value, Customer Segmentation, and Anomaly Detection Models, which generated combined incremental revenue and cost savings of $6M USD.
• $2.5M USD in Incremental Revenue by creating a cross-company Experimental Design and Testing strategy. Test results updated daily via Power BI.
• $1.5M USD in Incremental Revenue generated by collaborating with the marketing team to build and execute an Etihad Guest Program Churn Model. I took a hand’s on approach as strategist and data wrangler (Hadoop/Hue/Hive/Spark). Changes in RFM between time periods were the most predictive variables. Applied different models by the customer segment.
• Leading a major Etihad.com Digital Personalization project, which will enable new loyalty program enrollment and personalization at the time of trip booking. Estimated to improve acquisition rate by 3% in 2020 -2021, which will translate into $40M USD in incremental revenue.
• Enabled marketing automation with Facebook’s Ads Platform by developing an API that allows adding and removing marketing campaigns lists without any human intervention. The Facebook API solution is used to find High-Value Look-Alike customers. In 2019, solution aided in the acquisition of 80k High-Value Guests generating $500K incremental revenue.
• Created offshore data science team: corresponding manpower costs reduced by 40% and speed-to-hire pivoted from six months to six weeks.
• Lead the Etihad Guest Customer Engagement Initiatives by uncovering opportunities for step changes in growth by analyzing our flight active, non-flight active, co-brand credit card active, and dormant guests.

Summary:

Key responsibilities include providing strategic leadership and management for MGM’s Regional Advanced Analytics function. Additionally, I take a hands-on approach in the development of analytics information architecture and technology integration, as well as information delivery tools to assist property leadership in improving marketing programs and business decisions for the company’s regional portfolio.

Selected Achievements:

• Accountable for building and evolving the vision and strategy of using analytics to create value for customers through marketing campaign optimization and loyalty program.
• Translates vision and strategy into roadmaps and projects, lead multiple complex, data analytics and modeling projects with many team members.
• Partnered with outside business units in order to improve the effectiveness of business decisions through analytics.
• Responsible for analyzing changes in market conditions such as capacity, competition, schedules, and prices to develop, implement and track appropriate inventory allocation strategies for hotel rooms.
• Identified customer segments with differentiated models, supplying critical data to property marketing leaders in creating unique, relevant, and timely marketing programs and strategies. Segmentation has aided in expanding the customer base for the marketing campaign, hence increasing the profitability.
• Introduced and implemented a new analytics ecosystem for Direct Marketing. Initiated and conducted an enterprise-wide marketing test to measure the efficacy of marketing campaigns.
• Providing relevant data to enhance the development and execution of marketing programs, identifying common behavioral characteristics to either engage or re-engage customers.
• Built & deployed Customer Value models to predict a customer’s future value/spend at MGM resorts. Customer Value models have aided the company in offering hotel booking discounts to high worth customers. Models have helped the company in gaining $3.2 million in EBITDA in 2018.
• Built and deployed the Customer Churn model to pro-actively re-engage customers who were likely to become dormant in the near future. Using the Churn model, the company is able to reduce the churn rate by 20% and generated incremental revenue of $4 million in 2016.
• Developed and fostered a high achieving team of data scientists through sustained leadership activities that encouraged self-awareness, personal development, and career development amongst the team.
• Executed the leadership of the team to drive collaborative cross-functional projects both within and outside of the advanced analytics department. Empowered and enabled the team to achieve their business objectives by creating a workplace environment that is open with frequent lines of communication between superiors and peers.

Summary:

Key responsibilities include managing a team and using extensive technical and data analysis skills as well as business and industry knowledge to identify business needs for quantitative analysis. Furthermore, I worked with Internal Business Units, Hotel Brand Managers, and Analysts on the formulation of modeling solutions and strategic analytical products in marketing applications and ensure appropriate business input on key strategic projects.

Selected Achievements:
• Executes analytical analysis via gathering, manipulating, and analyzing large amounts of data which includes the website, paid media, search, social to determine customer behavior and usage patterns.
• Responsible for building propensity models for The Ritz-Carlton Rewards and Marriott UK co-brand credit cards to maximize card acquisitions.
• Created Marriott’s “Success KPIs” to measure and track the company’s quarterly achievements against goals. KPIs have helped leadership make informed investment decisions in order to grow a profitable customer base.
• Drove the marketing strategy and execution of personalized email targeting for Marriott International, which included 20 global brands, 2 loyalty programs, and 60M customers. Successfully generated $200M in revenue at an annual base.
• Successfully built the propensity model for the “Abandoned Search” email campaign and generated $17M annual revenue, $2.4M incremental revenue, doubled the open and click rate, and outperformed all the other email marketing initiatives in the same period.
• Built a Reward points redemption recommendation model, which enables the Marriott.com website to recommend luxury properties where customers can redeem points for a stay. The recommendation algorithm has generated 10% in incremental revenue.
• Led the “Guest Voice Program (GVP)” for Marriott’s 5, 000 properties. Created quarterly “Satisfaction” and “Intend to Recommend” goals for all properties. Performed text mining to identify major guest complaints related to products and services. The “GVP” program allowed Marriott to improve services, hence improving the overall business and leisure stays by 10% annually.
• Drawing relevant inferences regarding market & brand dynamics, evolving business models, consumer preferences and marketing strategies that bring differentiating insights for the leadership team.
• Helped brand managers better understand consumers and how to connect with them across markets and channels, using data and analytics, which led to a 30% increase in customer acquisition.
• Delivered highly relevant experiences for consumers to increase product and services awareness and engagement using a robust customer segmentation solution, which improved marketing campaign responses by 25%.

Navy Federal Credit Bank, Vienna, Virginia April 2011- March 2014
Senior Consultant, Marketing Strategy & Analytics

Summary:

Responsible for driving cross-selling & prospecting strategy of 5 different divisions within Credit Union. Daily work includes target positioning and messaging, marketing plans, integrated campaigns, and sales resources/tools to build prospect awareness, generate leads and move leads through the customer service division. Furthermore, responsible for analyzing and synthesizing multiple data sets to determine the effectiveness of our direct mail & online campaigns and identifies optimization opportunities. Partnered with multiple internal and external teams and departments and provided subject matter expertise around campaign analytics, product acquisition, and customer retention.

Selected Achievements:

• Lead the statistical modeling, forecasting, and quantitative analysis for consumer loans and credit card divisions.
• Built and deployed Auto loan Propensity Model; boosted auto loan portfolio by 17% compared to last year's
campaign, which translated into $49 million additional booked loans.
• Built and deployed Direct Deposit Net Pay (DDNP) Predictive Model to predict member's propensity to enroll for DDNP. Model aided in increasing DDNP enrollment by 500% from 2011 without offering any incentives.
• Developed a Customer Segmentation Model as part of Credit Union's new CRM Strategy using Cluster Analysis
technique to understand customer's engagement level. Segmentation scheme has allowed NFCU to offer best- suited products and services to appropriate customer segments.
• Developed a Credit Card Acquisition Predictive Model, which saved Credit Union $1 million in recent Credit pre-approval & direct mail cost.
• Assist with scenario analysis, audience selection, sizing & optimization of marketing promotions.
• Conducts statistical analysis to provide customer profiling, behavioral analysis, operations analysis, targeting and segmentation as needed in support of various business initiatives.
• Apply predictive modeling techniques to build acquisition, response, risk, churn, classification models.
• Acts as a subject matter expert in the management and development of the full life cycle of data models.
• Identifies issues, and collaborates with department management. Define, analyze and study data-related issues.
• Build & track Key Performance Indicators for acquisition, engagement, retention, and churn and relationship
strength.
• Gathers, consolidates, prepares and validates data for analysis using SQL, SPSS Modeler, and SAS/Base.
• Executes measurement and analysis plans, providing accurate and comprehensive analyses of acquisition
campaign response to programs, as well as revenue and profitability impacts, key findings and recommendations.
Analyze promotion impact - Pre-Post, Test-Control analysis, ROI.
• Apply segmentation techniques, Recency, Frequency and Monetary (RFM) scores for promotion audience
selection.

National Geographic Society, Washington DC June 2005-April 2011
Senior Statistical Analyst/ Project Manager

Summary:

Responsible for identifying and presenting customer interactions with National Geographic. Analysis included research within and across channels and product lines, through transactional, demographic, and behavioral data analysis. Moreover, responsible for development of strategies and statistical methods to gain efficiencies in processes and enablement of a combination of empirically and judgment based decision strategies for product marketing and customer engagement using advance predictive analytics.

Selected Achievements:

• Perform Statistical analysis to guide decision-making processes. Use optimal statistical techniques to get new
information that improves processes, drives development and revenue, and helps retain valued and satisfied customers.
• Developed and implemented response, high value, and prospect predictive models for most of the National
Geographic products and publications such as Video, Books, and Magazines.
• Manage email marketing campaign; including the analysis of web traffic data to drive unique website visits and develop strategy, driving 25% increased web traffic.
• Perform statistical modeling to maximize direct mail campaign results and manage relationships with third-party vendors.
• Developed customer segmentation, predictive models, and profiles to improve cross-category purchases from customers.
• Develop predictive models for key customer groups to improve customer retention.
• Perform cluster analysis to better understand the data during the variable selection process for modeling.
• Experience with direct marketing statistical modeling techniques such as regression, clustering, segmentation,
profiling, and experience working with relational databases.
• Measures current and projects future products and services results.
• Measures accuracy, utility and applicability of tools, techniques, analysis and results achieved.
• Documents, archives and tracks the tools, models and analysis used.
• Synthesizes results of analyses, develops and make recommendations and present results.
• Establishes effective and collaborative project teams, facilitates/coordinates project work within and across business units, partners with technical project lead as appropriate, ensures project deadlines are met and
implementation and results are achieved as designed.
• Develop positioning strategy for new creative by conducting competitive analysis and presenting recommendations to senior executives for the implementation of strategically important initiative.