Yasum ميرزا

Key Achievements:
• Played a key role in the acquisition of ORIX Network and re-launched the same under brand name of DigitalPass.
• Promoted to Chief Business Officer (CBO) from General Manager in 2016 with supervision of teams of 50+ professionals.
• Launched and implemented DigitalPass as a brand that stands today as the largest third-party acceptance network of Pakistan; network now currently stands in more than 200 cities and towns with 2.1 Million monthly transactions and monthly volume of PKR 7.3 Billion and 4 Million hosted cards of various banks and corporate entities. Network has increased to 8000 plus service retailers offering a one window solution to the Retail Industry of Pakistan.
• Created synergies with JazzCash, one of the largest MFS platform for NFC and keyed-in transactions.
• Created synergies with UnionPay to enhance acceptance channels as TPSP for contactless payments, QR and e-commerce.
• Developed synergies with UBL in acceptance area by providing technological and operational support for a network of more than 7000 POS terminals across nationwide retailers.
• Launched enterprise level programmes with Summit Bank, Adamjee Insurance and Honda Atlas from loyalty platform with more than 500 brand partners nationwide.
• Achieved highest ever profit growth in the financial year 2013 - 14 for the division. Growth in profit was 25% plus with a 15% increase in sales revenue and at a 10% cost management.
• Migrated PSO Fuel Card Program to chip based technology; project involved seamless re-carding of 100k plus customer base and up-gradation of front-end and back-end systems with business continuity - annual business turnover with PSO card program is over PKR 50 Billion.
• Expanded the DigitalPass Network with new technology based solutions in the industry like Smart Cards, NFC, QR code, MPOS and Enterprise level programmes.
• Explored new business segments for UAE market that included loyalty, prepaid and remittance programmes.
• Developed and launched digital banking solutions with leading banks in Pakistan including Silkbank and Ubank.

Key Responsibilities:
• Responsible for strategic marketing, business development, digital innovations, sales steering and operations.
• Management, growth and expansion of the company by developing new business verticals.
• Supervision and management of 100+ clients that include banks and corporate entities, and their growth and expansion.
• Ownership of new product and solution launches in coordination with cross functional units that includes technology, operations, legal and regulator.
• Accountable for optimisation, efficiency and rationalisation of technology, infrastructure, processes and resources that make up cost effective business models.
• Development, expansion, revamping and up-gradation of the network by introducing innovative technology based solutions and digital ecosystem including retail segment.

Key Achievements & Responsibilties:
• Initiated and developed Fuel Saver Credit Card, a product variant of HBL Cards.
• Restructured the Sales force that enhanced the card acquisition across all branches
• Launched various marketing campaigns that enhanced spend and ENR.
• Managed credit card business of the bank with a 95, 000+ customer base.
• Supported team members in the acquisition of the Citibank Credit Card portfolio
• Ensured compliance in line with Prudential Regulations, Central Bank’s guidelines and VISA International Operating Regulations; ensured legal documentation protected assets of the bank.

• Responsible for providing consultancy and advisory services to leading banks and multinational organisations; advisory services included consultation and recommendations that tackled challenges in transactions and restructuring, performance and technology, risk and compliance.
• Played a key role in providing inspection and consultancy services to Bank Al-Jazira in collaboration with SAMA.

• Developed enterprise level loyalty programmes and corporate alliances for debit, prepaid and credit cards.
• Successfully launched UBL PSO Auto Credit Card, co-branded product in alliance with Pakistan State Oil Company, the largest OMC in Pakistan with more than 65% market share. The launch involved various ATL and BTL activities.
• Expanded the UBL Credit Card network from 11 cities to 22 cities resulted in increased spend and interest income.
• Played a key role in developing and launching Retail Bank Relationship Model and initiated various outbound campaigns for inactive and no- spending customers resulting in meeting the budgetary target of PKR 8.4 billion.
• Developed various initiatives and improved overall retention of clients, profitability of the portfolio through higher activation rates and greater spend per card while managing the risk resulted in the highest trend of per card spend as per VISA.
• Developed and successfully launched corporate card with Shell Pakistan.
• Successfully developed and launched Merchant Incentive Program to revitalize Acquiring Business and achieved the highest ever acquiring volume in December 2010.
• Launched UBL BetterLife Bancassurance plans with New Jubilee Insurance, one of the leading insurance companies of Pakistan under Direct Sales Model.
• Achieved highest ever revenue growth with EFU Life Assurance in HY1, 2011 making UBL the number one leading partner of Bancassurance.
• Delivered and implemented the annual branch expansion plan by openining 100 plus branches in 2011.

Started career in ORIX as Officer - Marketing in January 2000, and promoted to Senior Officer - Marketing in January 2002. Transferred to the newly established e-Business Division in 2002.Promoted to Senior Group Manager in October 2007 and successfully handled the portfolios of Business Development, Marketing, Relationship and Project Management.