• Managing two successful e-commerce businesses on Etsy, specializing in steel blades and traditional apparel• Oversaw international product sourcing and executed multi-platform digital marketing campaigns, including SEO, banner ads, and social media• Attained 'Etsy Star Seller' status and garnered 50+ five-star reviews in six months post-launch

•Reported to the Product Marketing Director and managed the FB app’s content distribution for enterprise partners and creators•Led inbound research and GTM planning for creators-focused initiatives to improve their share on FB Newsfeed as well as identified the communication issues and teamed up with partner marketing to improve creators’ adoption of FB Reels•Expanded role to oversee Recommendations on Newsfeed, emphasizing partner and creator content. Spearheaded inbound efforts and delivered a strategy to increase content by 4x. Aligned internal teams including Product and Policy on execution.•Championed an in-depth analysis of partners' perspectives on FB Reels, identifying product adoption barriers, including product-related challenges. Presented findings to company-wide leadership, translating feedback into actionable recommendations, and collaborated with product management and partner marketing teams to drive resolution.•Formulated a comprehensive strategy and go-to-market (GTM) plan for the public release of the Newsfeed ranking algorithm. Mitigated risks and sensitivities, while proactively addressing industry experts' and partners' expectations. Successfully facilitated alignment among cross-functional teams and leadership on the proposed solution.

(HR Title: Sr. Product Manager)•Launched the ‘Celebrity Stores’ program, a platform for customers to discover their favorite celebrity's products, music, and lifestyle, generating 11.4B impressions and $630M in gross merchandise sales (GMS) in the first two years •Used consumer insights to identify the product gap and led customer segmentation, value proposition, product positioning, messaging strategy, testing, and go-to-market to launch 40+ shopping stores for public figures •Led cross-functional projects including integrations with product teams for various widgets to augment the store experience, and partnering with other internal stakeholders such as Finance, Legal, PR, Corporate Brand, and Retail •Managed external agency relationships and negotiated end-to-end talent deals, bringing Serena Williams, Chris Pratt, Zac Efron, and others to Amazon •Received the ‘Vice President’s Award’ for scaling the program to NA retail and worked with global teams to kickstart similar programs in Europe and Canada

•Led strategic events activations including inter-team and vendor negotiations, raising $16M in vendor funding in 2019 (+150% YoY); managed content creation, online and TV, and influencer marketing •Produced studies including customer insights, competitive analysis, and optimal media spend strategies for internal and external stakeholders •Led the “High-Value Actions” (HVA) and external advertising initiatives, adding 471K incremental customers in 2018 through programmatic display advertising while keeping the cost per acquisition (CPA) under $10 •Managed end-to-end traffic by streamlining and scaling internal processes and by liaising with various central teams improving event traffic by +150% YoY

•Led the market indicators & business sentiment exercise for the evaluation of a $3 billion datacenter business divestiture by a US based telecom company•Developed competitive positioning & opportunity analysis for a leading telecom operators’ prepaid segment for client development

•Exceeded industry’s average revenue per user by record 20% through disruptive marketing for largest consumer postpaid brand (0.7 million subscribers) in Pakistan•Launched an online bill payment solution that processes 20% of postpaid transactions resulting in $0.5 million annual costs saving by settling bill payments in real-time•Partnered with two leading banks to launch handset bundles resulting in a 25% increase in overall data usage• Developed and maintained an expert level of customer insight for the given segment and sub-segments, across preferences, lifestyle, needs and purchasing criteria• Worked with the customer value management team for defining a BTL cross/up-selling & retention strategy• Ensured a close business performance monitoring of the segment, including satisfaction levels, usage, service adoption, churn, ARPU, revenues & margins

•Identified consumer issues inside segments and clusters and initiated micro-segmentation to target low revenue customers thereby reducing inactive subscribers•Led customer verification project of 700k subscribers successfully thereby saving Rs. 100 million per month of potential revenue loss•Initiated and managed nationwide win-back campaigns to increase net acquisitions and thereby meet annual customer-base targets•Launched first-ever win-back campaign for youth segments thereby bringing 24% incremental subscribers•Modeled the propensity to churn, identified churn probability, and took remedial measures for prevention & win-back

•Managed revenue initiatives for the prepaid segment (6.7 million subscribers) by creating new products and price revisions•Introduced targeted location-specific offers for two low performing regions that increased nationwide sales by 15% resulting in top-line growth of 8%•Conceived & rolled out customer acquisition offer which increased nationwide new sales by 15% & revenue by 9%•Led campaign analysis exercises for the offers/promotions launched by the marketing department

• Managed product development, roll out, and post launch troubleshooting in collaboration with cross-functional teams.• Identified a revenue loss of 2% and implemented tariff & location optimization strategies, resulting in 100k new customers and $2.1 million annual revenue increase.• Analyzed subscriber messaging patterns to introduce micro-segmentation campaigns, boosting SMS revenue by 10%.

• Led a team to manage distribution operations and conduct business analysis of sales channels, improving channel visibility and measuring employee performance• Designed and managed incentive campaigns for direct and indirect sales channels, resulting in increased sales performance• Initiated quality of sales exercise for churn management and re-designed commission structure, reducing below-par nationwide sales by 8%

• Managed B2B marketing and global SMB client relationships for Brainstorm Transcription Services, reporting directly to the CEO.• Initiated a location-based client referral system, resulting in winning contracts for three medical practices and contributing 20% to annual revenue.• Diversified the company's portfolio by initiating general transcription client outreach for efficient resource utilization.• Built customer retention through the rollout of a loyalty program and created effective customer retention promos.

• Identified potential business opportunities in the call center solutions market in Pakistan• Successfully won a Government tender for a 250 seat call center solution for a nationwide gas complaint registration system• Managed marketing activities including trade shows, online campaigns, and client relationship initiatives