Director of Revenue and Margin Management
Careem
Total years of experience :24 years, 11 Months
Monitored the pricing strategies of OpCos in Etisalat's footprint. Assessed KPI performance and designed solutions for markets that warranted guidance. Support to OpCos covered portfolio development, deep dive analytics, segmentation, and governance design. Built a model to determine the profitability of voice and data. Designed an OpCo level and aggregate dashboard for Group Commercial to monitor KPI performance.
Sought out to lead project to streamline the postpaid tariff portfolio, a “black box” of 100+ plans with 5 million consumers. Returned on a second contract to streamline the whole portfolio and advise on strategic projects.
Developing mid to long term pricing strategy while streamlining all pricing dimensions (tariffs, campaigns, add-ons, groups) and identifying opportunities and discrepancies in both postpaid and prepaid.
Assessing global and local market developments to design approach for selected customer segments.
Unraveled 14-year-old portfolio of postpaid tariffs, creating full-proof database of descriptive and constraints to facilitate analysis. Slashed number of tariffs by 75%. Built automatic action plan and roadmap to simplify ongoing management.
Strategically assessed portfolio, including 1000+ campaign/add-on items, building model for calculating revenue impact with embedded scenarios. Delivered plan designed to affect as few subscribers as possible, create minimal customer dissatisfaction, maintain (& perhaps build) revenue, and meet regulatory constraints.
Adjusted plan to meet last-minute regulatory hurdle (passed 3 weeks before end of project). Testament to success, gained both widespread acceptance of approach and is now being implemented.
In additional work, designed organizational structure for pricing team that repositioned it as primary and essential group in multi-department decision-making landscape.
Launched freelance consulting practice, leveraging industry reputation to attract clients.
Completed market analysis project for boutique sales outsource firm (Speak) to support entrance into e-commerce. Provided insights on prevalent business models for “social shopping” and how they could be applied in Turkey, where social shopping had not yet taken root.
Conducted thorough market and opportunity analysis for eHealth/mHealth initiatives, identifying best/most marketable eHealth solutions, viable approaches for mHealth, and EU funding opportunities.
• Built and applied a strategy & revenue planning process for Turkcell’s fixed broadband subsidiary.
• Delivered research reports on the competitive landscape, technological changes, and customer demand.
• Built the framework of performance indicators, data warehouse, and other reporting tools.
• Reported performance and strategic/executive issues to the BoD.
Consultant in the Chief Investment Office - 1.5 years
• Monitored and provided guidance to Turkcell’s telecom subsidiaries and made presentations to investors.
• Led the company-wide “fixed broadband” project that made a strategic, technical, and monetary assessment of Turkcell’s potential expansion. Turkcell BoD approved & delegated the mission to Tellcom.
• Acted as a consultant during Mar-Aug 2006 to the Marketing team of Astelit, Turkcell’s subsidiary in Kiev.
Head of Consumer Pricing - 1.5 years
• Led managerial decision-making on price levels and structure of campaigns and tariff packages.
• Coordinated the development of the reporting and charging infrastructure.
• Estimated future usage and price levels for the annual budget.
Head of Pricing Strategy - 2.5 years
• Coordinated the formation of end-user and wholesale pricing strategies. Oversaw all quantitative analyses.
• Partook in committees and workshops to shape Turkcell’s marketing strategy.
Member of Pricing Division - 2.5 years
• Responsible member for developing Turkcell’s inter-operator business. Participated in meetings with the regulator and roaming partners and built strategy for domestic termination and roaming pricing.
• Created the structure of Turkcell’s revenue system. It was in use for three years and was the basis of upgrades.
• Ensured regulatory approval of services and tariffs by guiding high-level decision-making.
Senior Energy Analyst - 6 months
• Assisted the late Sally Hunt in electricity deregulation work.
Senior Telecom Analyst - 2.5 years
• Prepared expert testimonies as a team leader for legal cases and regulatory filings in antitrust and contract disputes in the areas of ‘essential facilities’, local telephone competition, and ‘community of interest’. Clients included Pacific Bell, Bell South, and Bell Atlantic.
• Drafted papers and articles for regulatory workshops and economic journals. Co-authored a paper (“The Welfare Impact of Local Competition: A Practical Methodology”) presented at the May 1999 conference of the Advanced Workshop in Regulation and Competition in Rhode Island.
• Participated in antitrust casework on bid rigging. Conducted a meta-analysis to estimate the impact of bid rigging on prices for an oil case. Created a transaction database in a case that involved advertising materials.
• Conducted econometric analysis to determine the key factors driving sales of three FMCG goods.
• Evaluated pilot projects in the Global Environment Facility on climate change, biodiversity, and international waters and formulated performance indicators to improve responsiveness to GEF criteria.
• Assisted the Global Livestock Team in project design and funding negotiations for a methane offsetting project in India. Co-authored a report on new dairy feeding technologies in Brazil and assessed prospects in Asia.
Honors and Awards: Lambda Alpha, Delta Phi Alpha, German Achievement Award (1993)
Bilingual middle and high school education in English and Turkish.
