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Helping & advising startups on various topics- Growth- Marketing-Data Analytics- Data Science and AI

Truck In in is among the leading technology startups in Pakistan. Founded in 2020, the company is on mission to digitize road freight for Pakistan and has raised 17 million USD from leading global VC funds. My role here was a leadership role with primary responsibility of everything related to organizational data, marketplace operations and new initiatives. My role here included setting up data science and analytics team from scratch.Key Responsibilities:• Hiring and setting up data science team from scratch.• Complete ownership and automation of data pipelines respective processes.• Setting up KPI tracking, dashboards, and reporting structure.• Maintaining marketplace health through performance tracking and driving respective actions.• Automating and managing end-to-end data pipelines and maintaining a healthy database architecture.• Monitoring and ensuring smooth marketplace operations.• Complete revenue responsibility of certain new initiatives.

COFE app is a coffee marketplace and aggregator for mainstream coffee brands. I was heading a team responsible for Digital and offline marketing, CRM ops and automation, Growth operations and automation, data warehousing and analytics. I was responsible for company revenue and customer growth metrics - building teams and systems from scratch.Key Responsibilities:• Hiring and setting up top notch multi cultural growth & marketing team and structure.• Setting up KPI tracking, dashboards, and reporting structure.• Setting a data driven culture across the organization, driving short and long term strategy.• Selecting and setting up growth and performance measurement tools including database structuring (Braze, Adjust, Tableau etc).• Setting up a culture of measurement and constant improvement across the organization.• Designing and setting up scalable systems and structures across above mentioned domains for future projects

Hala is a joint venture between Roads and Transport authority (RTA) Dubai, and Careem (region’s leading ride hailing company). This public private partnership was formed with a mission to digitize Dubai’s public transport network. The service was officially launched in September 2019, offering RTA taxi hailing on Careem App. It has grown at an extremely fast pace in the first few months. I am part of the launch team.Key Responsibilities: • Setting up all commercial KPIs & strategy including KPI tracking and reporting • Setup and launch of all customer growth initiatives, tools and KPIs• Setup & analysis of all demand related initiatives• Commercial KPI planning and target setting

Part of team responsible for growth and digital marketing for overall Careem Network. Key Responsibilities: • Analyzing customer data to identify patterns and pockets with maximum growth potential • Executing and Optimizing Consumer discount campaigns (growth hacks) to maximize growth • Driving and influencing all customer related teams including customer experience, communications and marketing promotions to maximize growth • Working closely with city marketplace teams to ensure balanced marketplace KPIs• Managing stakeholders (city management, Business development and partnerships teams); helping and guiding them to optimize their growth hack budgets • Providing commercial feedback to tech teams to assist in development of AI and machine learning algorithms

Responsible for strategizing city growth in one of the largest cities of Careem network. Key growth levers include digital marketing, discounting growth hacks and increasing top of mind recall through offline presence and PR stunts. Also involved in initiating behavioral customer segmentation at Careem

• Part of a diverse team which is responsible for key commercial KPIs including revenue and subscriber engagement of 50M+ subscriber base.Key Responsibilities:• Product design in voice, Data and SMS domains including hybrid products in light of competitive scenario, customer requirement and group strategy (maintaining desired NPS and brand health KPIs)• End to end product management including tracking KPIs, reporting, post analysis and ensuring channel support• Behavioral and geographic segmentation of market and designing appropriate strategy accordingly• Developing business cases to gauge impact of price and product changes• Manage products throughout product lifecycle and ensuring promotional support

• Pricing existing and new products in line with customer requirements and group strategy• Maximizing international dialing revenues and subscriber engagement through product design and promotion.• Maximizing international recharge revenues through vendor management and promotional campaigns.• Generating network traffic forecasts and assisting traffic management through commercial product design.• Analysis, tracking and reporting of key KPIs.

Worked effectively as an Assistant District Manager in the largest shoe retail network of Pakistan. The position was a stepwise training plan that involved learning retail operations management at store level first and then the district level. As an ADM, I was responsible for operational KPIs of 6 stores in and around Lahore.

Designed and Proposed a strategy to maximize customer retention via Customer Journey Mapping of EasyPaisa Mobile Account customers.

Co-supervised an Electronics Engineering final year project titled "Design and development of a prototype 3D printer

Worked on Analog and Digital Electronics designs for multiple projects as part of a Hardware design team. The role primarily involved working on various projects to redesign and improve existing designs and ensuring production to standards. I was primarily assigned to the project of designing and developing a fire control system. Core Responsibilities:- Decoding, modernizing and improving a legacy fire control system that takes inputs from various sensors and runs complex algorithms to hit the required target with accuracy under variable conditions.- Trouble shooting and testing of hardware modules of other projects.

Gained exposure to Radar design and testing.

Electrical and Instrumentation department.