Amnah Malik Email & Phone Number

Oxford, Gb

• Led user research projects across various digital services, applying GDS standards to improve user experience.• Conducted remote moderated interviews, usability testing, and journey mapping for services on GOV.UK, including concept and prototype testing. • Developed and implemented research methodologies, synthesising findings into actionable insights and recommendations for product team, senior stakeholders and decision and assessment boards.• Collaborated with designers, developers, and stakeholders to ensure user needs influenced product development, particularly in large-scale government projects like "Single Pipeline" and "Land Disposal Services."• Facilitated co-design and research workshops with internal and external stakeholders to align on user goals, project objectives and gather requirements. Built Requirements Traceability Matrix on key projects.Key Projects:• Front Door (Alpha): Led user research to understand diverse user needs, delivering insights to guide service prioritisation.• Affordable Housing Programme (Private Beta): Conducted usability testing and assumption validation, influencing MVP design iterations. Research included usability metrics (UMUX, SUS) to track progress between releases and was end-to-end from recruitment brief to report presentation.• LUHBF Loan Service (Private Beta): Managed user testing studies/ prototype testing, delivering actionable insights on system usability and accessibility.• Land Disposal Service (Discovery to Private Beta): Conducted in-depth user research to understand needs of diverse users and inform service design. Included remote moderated

Delivering insights and analysis across NHS Test and Trace, ONS, UKHSA to different stakeholders – SLT, marketing, communication, policy, service design and operational teams – to support and facilitate decision making. Manage the coordination (with internal and external customers/agencies), budgets and implementation of all assigned projects. Setting up (questionnaire design; stakeholder engagement; script testing), managing and/or analysing/reporting on:- VOTC (testing experience /Contact tracing experience / Self-isolation experience)- NHS Covid-19 App PIRU Survey with London School of Hygiene and Tropical Medicine- NHS Test and Trace Public Perception / Brand Tracker- NHS Covid-19 App analytics - (incl. other app insight and developmental projects: sentiment analysis/ thematic analysis; product development)With a particular focus on delivering insights on vulnerable and hard-to-reach groups. Other projects: geo-segmentation/customer profiling; A/B testing; dashboard building and analytics to facilitate decision making; SLT priorities survey and insight library build for insight planning and dissemination of insight

Oxford, United Kingdom

Yellow Sky provides bespoke, intelligent, and tailored social media marketing and CX and UX research. Our services include social media strategy, campaigns and management across many platforms including Instagram, LinkedIn, Facebook and Twitter. We pride ourselves on a data driven approach, testing and implementing social amplification strategies for brands of all sizes from start-ups to household names. We offer bespoke insight services from qualitative and quantitative research helping you understand your customers, users, audience, market and/ or competitors better. Our goal is to understand the questions you need answered and offer tangible solutions driven by data and research.We offer among others:• Customer Satisfaction • Ad and campaign evaluation• Audience and market segmentation• New product development

Oxford, United Kingdom

Artist specialising in patterns and geometry within nature and life. Work includes paintings, illustrations, furniture and ceramics. Commissions/Selling via Instagram/Facebook and exhibited at:• Oxford Arts Society Open Exhibition 2020• Oxfordshire Artweeks 2020• West OX Arts New Work Exhibition 2019• Cumnor Craft Fair 2019• The Magic Cafe, Iffley 2019

Oxford, England, United Kingdom

Social Media management and strategy creation for Emmanuel Christian School, an independent school, in Oxford.

Glasgow, Scotland, United Kingdom

• Ad-hoc social media analytics / competitive analysis to inform business / marketing strategy and plans

Glasgow, Scotland, United Kingdom

• Developed social media (Instagram and Facebook) and marketing strategy for strategic marketing• Analytics reporting on social media data that informs NPD/product development, sales, strategic, localised marketing and business planning• Conducted large scale customer data analysis to identify customer needs; made recommendations for competitive advantage• Implemented marketing plans to support business growth and targeted sales• Conducted competitor analysis and implementation of a brand positioning and communications strategy (included competitor landscape map)

London, England, United Kingdom

Short-term project developing and managing social media for Tazeen.TV, a new Youtube channel, developing transformational, spiritual, holistic videos on ‘life in presence’.• Devised social media strategy for long-term ‘brand awareness’ growth on Instagram • Provided weekly analytics and insight to develop social strategy, direction and new content ideas• Provided customer and influencer outreach • Developed user personas for targeted social media• Provided weekly social media posting and engagement• Social Media training

Kendal, Cumbria

Short-term project and proposal identifying ways to increase congregational volume, targeting new and younger markets via an outreach program• Included: reviewing competitor activity “what can we learn?’; rebranding and re-designing marketing; developing a social media strategy; engaging local businesses and educational institutions for targeted demographic activities; exploring funding options; creating strategy for board members buy-in

London, United Kingdom

Humanity’s Heart brings light to the refugee crisis in Calais, Lebanon, and Greece, via the creation and distribution of films witnessing the experiences of refugees, volunteers, spiritual leaders, politicians, and local citizens. It connects those looking to help to different initiatives within the regions• Worked with founder from inception to define project, develop a vision statement and project plan – actions, goals and outputs• Developed data hub for news information to extrapolate trends that would identify key themes (i.e. education, technology, children/families etc.)

London, United Kingdom

• Supported Customer Journey Director to implement and improve root cause analysis strategy for complaints to enhance customer/ audience experience• Included process improvement; influence, coaching and supporting team to deliver Customer Experience Strategy; collaborated with internal influencers to mitigate major complaint themes

London, United Kingdom

• Conducted detailed analysis of customer direct debit payments (DDR) to competitors. Collaboration/influence with bank led to larger DD leakage research covering all Commercial and Private Banking (CPB). Mitigated potential errors in DDR research by reviewing and arranging Originator Identification Number (OINs) update. Competitive analysis was instrumental in shaping global strategy and process improvements across Lombard and Bank• Transformation Process: Developed Competitor, Customer and Market Insight strategy; devised processes to centrally collect data for conversion into actionable insights• Supported the Transformation Process via creating business intelligence packs for ExCo, MDs (Lombard and Bank) • Located and managed relationship with external suppliers. Influenced front line through consultation on information needs and setting up a ‘get-to-know agency’• Drove business case for SAS Visual Analytics, a data visualisation tool, supporting front line sales and management decision-making – collaborated with internal influencers to create demand. Influence led to SAS VA being implemented in Lombard; developed business intelligence technical skills in process• Reviewed NPS tracking and software. Strong communication skills and presentation of a robust NPS feedback solution to Lombard marketing reshaped global CPB NPS tracking

• Created first Customer Dashboard for ExCo. Collaborated with teams (Lombard and Bank) to establish information needs and collect data i.e. finance, compliance, regulatory, marketing, pricing, credit, complaints, BI. Included a Lombard’s competitive universe map & competitor channels, markets, products & USPs analysis. Data fed into global business strategy and future business intelligence• Developed research rationale for customer research, to develop Target Customer Experience and support Customer Segmentation Analysis. Specified strategy for latter. Research used for building online offerings and Lombard’s technology platform

London, United Kingdom

• Short-term project - identifying best prospects in terms refurbishment needs to build Biscayne's UK client base and business• Devised strategy for identifying key prospects (5* and boutique London hotels in need of refurbishments) for Biscayne to target - list build and data analysis• Segmented and coded unstructured data i.e. customer feedback on Trip Advisor & lastminute.com in order to rate refurbishment needs• Identified prospects future growth strategy via annual reports & trading analyses • Located key personnel details in hotels via LinkedIn and annual reports• Helped the MD understand the UK Hospitality Market & supported him in developing relationships with Hoteliers• Included: UK competitive analysis; UK Hospitality Market research (via interviews with procurement professionals); marketing and brand identity research and strategy (focus groups and desk research)

London, United Kingdom

Lead and devised Customer Satisfaction Survey for all products (100s) across IBI – • Developed strategy and survey wave plan with Research and Insight (R&I) Director• Liaising with marketing and editors across company to extract specific customer data for each survey• Cleaned and coded data to extrapolate trends down to client name basis• Created reports for editorial and marketing to promote product & customer understanding as results came in• Trained R&I Director on data analytics and how to set up complex surveys on Cvent (survey software)Key client tracking – Pfizer & Cargill – to support key account planning & identify new sales opportunities• Developed visual bibles on key clients with gap analysis 5 year spend by product across IBI, registered users per product, number of contacts per company, names of budget holders, areas interested in by product based on queries, research requests and searches.• Analysed all client data to extrapolate key trends and identified new business opportunities

London, United Kingdom

Presenting & delivering customer data analysis, findings and prospects to the Informa Professional teams in order to improve customer understanding and drive healthcare and law products revenue. Informa Law and Finance• Devised project plan and timeline for MD & Head of Marketing• Developed templates for list research & provided team with ‘go to’ sources for list research• Segmented all customer data to extrapolate data trends helping customer understanding and shape plans for targeted selling and marketing • Trained Head of Marketing on advanced excel, Cvent and questionnaire design; trained other teams in conducting gap analysis for their divisions; designed data analytics training for team member to build skills and capabilities for independent research• Trained and managed 2 people to support these research projectsInforma Healthcare books• Lead time was short; was asked to generate prospects equalling £300K per month• Devised the strategy and timeline of project for MD and regularly presented customer insights to MD, Head of Marketing and sales team to help structure their plans• Researched and segmented customer data, extrapolated data trends and understanding of customers buying behaviour over 5 years, by company / location / therapy type• Liaised with global data teams across the business to compare other datasets against Healthcare customer data to identify key prospects & target areas / gaps – resulted in targeted marketing to key customer groups & targeted selling to key institutions / corporate• Developed list of academic consortia for telesales; structured plans & templates for medical libraries and IVF clinics list research undertaken by team. Lists were sent to telesales to generate revenue• Advised / arranged Salesforce training for telesales to track ROI on these prospects• Trained and managed 2 people to support these research projects

London, United Kingdom

• Pharma subscriber analysis:1. Conducted large scale data analysis looking at different pharma specific products (journals, platforms etc); presented an understanding of pharma universe and customers2. Research was instrumental in reshaping marketing plans across the business, identified cross-selling opportunities, and copied by MDs who wanted the same level of insight in their businesses3. Cleaned up internal lists which were re-entered back into the different CRM systems creating better, more specific sales/marketing opportunities• Developed competitor maps of markets we wished to move into (i.e. energy; commodities) to identify gaps/opportunities• Interviewed personnel across functions to map customers’ journeys when using Ask the Analyst services in different products. Identified concerns around customer confidentiality, variance in process and systems, and a general unwillingness to share leads generated by the services meant new contacts were under-used by marketing. CEO & CTO were impressed and decided to run a full scale project where processes for sharing information and ATA were standardised• Designed & managed global polls & surveys (award, feedback, customer & reader) for different teams across IBI – provided customer insight, survey findings & recommendations • Interviewed key customer types of products to better inform teams of customer needs & experience• Mystery shopping: posed as customer (of our products) to map customer experience and where systems broke down. Recommendations resulted in systems and processes being overhauled• Wrote quarterly Analytics Report for Board showing competitor acquisition activity, divestitures, financial performance and our market & customer research activity (on-going); map competitor acquisition activity, disposals, joint ventures (on-going)• Designed & delivered training sessions to people across the business for Cvent and advanced excel; invited & organised speaker event for ‘Using Twitter in business’

London, United Kingdom

• Intellectual Property Magazine (IPM) customer insight and discovery –1. Interviewed and surveyed in-house legal counsel and private practice lawyers from the ‘Big Circle’ in order to create customer profiles. The profiles, survey results and my recommendations were instrumental in IPM determining their key audience and the direction of the magazine – marketing and sales became tailored and revenue increased.• Complinet competitor reviews /contextual enquiry: interviewed lawyers whilst they used product to understand their journey and the strengths / weaknesses of the product. Research helped form NPD.• Clinica Medtech interviews: interviewed key roles (customers and non-customers) within the global medical devices industries to discover current information needs, need for diagnostics information and databases. Made recommendations to Clinica team based on my findings• Regularly run brainstorming sessions with teams across the business to understand their needs & product – these sessions form the backbone of research conducted (surveys, interviews, product enhancements etc.)

As part of a market insight team I conducted detailed qualitative and quantitative research across industries, providing information to facilitate strategic decision-making at IBI.• Intellectual Property Magazine – supported development of IPM magazine; interviewed former readers of products to be converged into IPM; identified key people to make up development board; was first point of contact• Hired by Scrip team to support the development of ScripIntelligence.com. Interviewed key individuals from venture capital; R&D; Regulatory Affairs and Information Specialists to create customer personas informed channel routes on the website. Used social networking tools to generate new key contacts and develop relationships across industries.• Provided market data and analysis for reports on the pharmaceutical, healthcare, agriculture, legal, and maritime sectors in South and South East Asia. This information was used by the IBI Board to develop strategies to increase market share in the region. • Identified potential acquisition targets and strategic partnerships in new areas of food law; environmental law; and energy law.• Supported development of new journal on failed/ inconclusive drugs: drove discussion on rationale for product; researched potential market, regulatory environment and developed product value adds for leverage; drew plan of action for publishers to act on. • Provided competitor analysis on toxicology for publishing director to develop future strategy and align the books & journals divisions together. Identified opportunities, acquisition targets, and gaps in the market and, our offerings.• Devising toolkits and best practice guides to enable business units to run their own customer focused research. Project managed advertiser and reader customer data & feedback surveys and liaised with different teams (sales, subscriptions, editorial) to implement the new processes.

To support business development at IBI I co-ordinated the business planning process, identified business opportunities and risks through competitive intelligence i.e. identifying copyright fraud, managed relationships with third party suppliers, as well as strategic initiatives• Provided comprehensive top account analysis on key pharma clients (i.e. Sanofi Aventis, Merck, Pfizer etc) identifying business growth opportunities, threats, and weaknesses in IBI business processes• Recommendations to Head of Business Development & CEO enabled a new strategic focus for key accounts planning and sale• Provided detailed business review on China i.e. publishing trend analysis, IBI sales, and sector analyses. Recommendations to board enabled a strategic shift in sales and marketing approach; targeted up-selling and appraisal of Asian subcontinent• Identified £400K potential cost-saving through operational efficiencies. by evaluating external editor fees and contracts renegotiations and co-ordinating books warehouse move• Supported acquisition investment appraisals (i.e. Expert Opinion, CMRO) to assess viability and growth since acquisition through sales analysis over period• Project managed new product developments (NPD) i.e. Key Opinion Leader (KOL) database/ mapping tool; Agrow Biotech (website). Providing competitive intelligence (through surveys, interviews & desk research); marketing plans; 1st drafts of business plans• Assisted in Marketing in a Downturn Webinar in logistical and customer services capacity. Liaised with key speakers, customers, and Premier Global (webinar host) to enable smooth running of webinar• Developed business planning toolkit and best practice guides to enable business units to run their own research for new product development

Research Methods And Statistics

Short comprehensive course covering statistical methods and concepts that are currently used in many fields of quantitative research.

Behavioural Economics In Action

Comprehensive course which develops a hand-on approach to learning behavioural economic methods and application – how it can be harnessed.

Social Media Management, Social Media

Comprehensive training which covers key social media platforms (Facebook/Twitter/LinkedIn/Instagram etc.), development of user personas.

Msc, Economics Management & Policy

Ba (Hons), Psychology & Hrm, 2:1