Asma Syeda Email & Phone Number

Texas, United States

Toronto, Ontario, Ca

Spearheaded strategic initiatives, transforming Roger’s Financial services with customer-centric solutions as the epicenter. Managing a team of 5-25 I was responsible for developing key enablers and tech capabilities for the digital Financial platform at Rogers. Spearheading the Martech evolution and Concept to delivery of Rogers commercial lending platform application to onboarding journey, Rogers connections master card and enterprise financing and flex payments strategyResponsibilities:- Advised senior leadership by delivering market insights, defining initial product requirements, and developing compelling business cases for a $350M investment.- Reorganized the digital product management team, collaborating with executives on an integrated technology and microservices architecture strategy, roadmaps, OKRs, and program governance for Rogers Bank's 4th generation banking platform.- Spearheaded the financial services transformation roadmap, fostering strong stakeholder relationships and driving consistent, impactful change.- Collaborated with early sales and corporate strategy teams to shape and launch the pro support product line across 10 cities in Western Canada.Achievements:Identified new business use cases and opportunities, cultivating strategic partnerships that drove incremental revenue growth of $5.5B.Enhanced customer segmentation capabilities by reengineering journeys and workflows, and spearheading strategic initiatives to create golden datasets for targeted marketing campaigns.Led the integration of advanced Artificial Intelligence models to modernize adjudication and lending tools and processes.Facilitated a week-long workshop with SAS CI, resulting in a 75% improvement in skill gaps, enabling the team to build and execute robust marketing campaigns.

Edmonton, Alberta, Ca

Reporting to the VP of Digital experience and functional, I was Driving data-driven product initiatives for 5 product verticals, maintained strategic partnerships with key business stakeholders, and provided thought leadership on emerging technologies to support the "Omni channel member " strategy. I lead agile/Scrum teams from discovery through production, delivering and incubating innovative end-to-end products that leverage AI, NLP, and IVR technologies, data platforms, cloud technologies, and machine learning.Responsibilities :- Managed the product lifecycle roadmap, including evaluation, redesign, and white-labeling of solutions for other Clubs across Canada to support a continuous service value proposition model.- Owned the end-to-end Conversational AI/IVR product suite, from vision and strategy creation to release management, leveraging AWS Alexa and in-house IVR tools to enhance operational excellence and improve member experience.- Delivered comprehensive executive product updates, covering current metrics, new feature releases, planning, and financial forecasts.-Provided leadership, mentoring, and support to a team of product managers, driving product innovation and customer satisfaction.-Cultivated strong relationships with key stakeholders across Marketing, Sales, Finance, Legal, and Compliance to support business goals and ongoing scaling.Achievements:- Managed the vision and roadmap for enhancing the e-commerce experience, utilizing data-driven insights and predictive AI models.- Played a pivotal role in managing the product roadmap, including evaluating, redesigning, and white-labeling the AI Call center platform for other clubs across Canada to sustain a continuous service value proposition model.- Directed cross-functional teams of product managers, designers, and developers to launch customer-focused digital commerce solutions, achieving a 25% boost in growth and retention.

Edmonton, Alberta, Ca

Drove the comprehensive digital transformation to revolutionize lending and risk management for retail and commercial lending with tools, processes, and AI-driven solutions. Founded the AI Innovation Lab to foster a collaborative environment focused on customer needs and market fit, delivered AI products that augmented decision-making processes and elevated customer experiences.Responsibilities:- Collaborated with business owners to define use cases and OKRs, translating them into actionable increments for engineering, ensuring alignment with product vision and strategy.-Conceptualized product Vision and strategy of classification & Automated Information Retrieval from various document types.- Collaborated with a diverse set of business units and areas of expertise to build consensus between competing business needs and objectives- Owned and supported product life cycle from ideation, growth, and maturityAchievements:-Incubated several new AI products, working in close collaboration with various lines of business- Streamlined back-office operations by deploying OCR/NLP models, automating data extraction from balance sheets.-Cultivated strong relationships with key stakeholders across Marketing, Sales, Finance, Legal, and Compliance, driving the definition, scaling, and support of B2B/B2C strategies through effective stewardship, influence, and change leadership.

Edmonton, Alberta, Ca

Working with Agile Methodologies in this Role I was responsible for Listening to VOICE OF CUSTOMER by discovery/ Research of Business Rules in B&AG Lending to identify and help customers overcome financial risk early by partnering with B&AG, Credit , Sales and CX team to deliver an effective customer-centric Risk Engine As a Product Owner and Scrum Master I worked with , Data Science team by Leveraging Customer’s banking data to build an Early Warning Risk Identification Machine learning Model which could identify B&AG Customers proactively for Risk and inform Relationship managers to reach out to customers early before entering financial distress As a Scrum Master my team seeked my support for constantly removing barriers , Working with the team to decompose Epics into user tasks & stories and communicating progress to stakeholders● Collaborated with Key stakeholders to know their current state , identify problem and charted a future state process design ● Created and Managed Product Roadmaps life cycle, Sprints and Releases through updates and revisions ● Decomposed Halos into user stories and Managed through iterations, releases and Delivery ● Created, maintained and prioritized the product backlog based on ROI

Edmonton, Alberta, Ca

• Lead SIT team on Testing activities, Test Environment setups, Test planning ,verification and review to meet the acceptance / exit criteria• Spear Headed multiple complex CRM / SAP , web based projects on System Testing and Integration of Various SAP Systems , Functional testing & Analysis • Identified and implemented various testing strategies for Scripting and execution of test scripts• Developed initiatives to assist in new tools and procedures to Transform banking ,Facilitation between cross functional teams to minimize Process Integration overlaps and reduce turn around time • Facilitated Defect Triage meetings, Test Plan reviews and walkthrough’s with stakeholders• Identified Risk areas and their impact while working on Cross functional projects and suggested ways to mitigate them• Worked hand in hand with the Project Manager to help Prioritising Projects & gaining necessary approvals for Release to Production

Calgary, Ab, Ca

Reston, Va, Us

Pg In Ai/Ml, Applications In Ai

Master Of Business Administration - Mba, Business Administration And Management, General

Bachelor Of Engineering - Be, Electrical And Electronics Engineering