Durrah Abdullah Email & Phone Number

Estonia

Pakistan

- Increased retention and reactivation rate through multiple growth hacks in the span of 90 days- Improved retention rate of high value users by creating a super reseller loyalty and rewards program - Analyzing the customer journey via mixplanel, firebase & redash for implementing automated personalized triggers through the product after continuous validation via A/B testing- Creating customer surveys and using the insights to create new projects for product enhancements.- Ran post-analysis for all digital and on-ground campaigns, activities and promotions and adjusting our weekly growth hack plan accordingly- Increased operational efficiency from placed to order processing time which resulted in median time taken to ship orders <1 day and increased order fulfilment rate- Increased annualized revenue growth while optimizing CM3 and managing P&L- Built a new acquisition channel around KOLs of social commerce to influence and grow user acquisition within 6 months- Effectively launched multiple non clothing categories which resulted in increasing margins- Launched 2 B2C private label brands Layan & Kaameh for revenue expansion- Leading a diverse team responsible for CRM, digital marketing, acquisition/retention campaigns, customer experience and data analytics- Created a reseller community on Facebook, scaling it to 300K+ resellers for community building and VOC feedback - A/B tested multiple ad campaigns on digital channels for acquisition and brand awareness to leverage lowest CAC and high conversion rates through static, carousel & video format content- Built a go-to-market, brand & social strategy for Pakistan’s first B2B social commerce platform for resellers

- Launched Alime Chatbot for Pakistan, Bangladesh, Sri Lanka & Nepal and reduced inbound volume by 75%- Revamped Seller Xform to make it easier for sellers to raise claims and complaints- Trained by Alibaba team on Chat AI and built a team of AI Trainers - Launched Seller live chat for our seller base in Pakistan, Myanmar, Bangladesh, Sri Lanka & Nepal - Launched Seller help center for Pakistan, Myanmar, Bangladesh, Sri Lanka & Nepal

Pakistan

- Built a case for Daraz group to implement chatbot in Pakistan and Bangladesh - Headed digital channels including live chat with a team of 60+ and trained them on customer interaction & experience, improved CSAT from 60% to 88% - Revamped entire communication strategy and aligned content for all digital channels in regards to the brand voice (Social, Email, Helpline, Live chat & Help center) - Gathered data points from multiple channels to present voice of customer to relevant stakeholders to drive action points towards improving customer experience - Implemented a social listening tool for sentiment analysis to identify customer pain points in regards to the brand and customer experience - Launched and structured a community management team within Daraz Group to achieve a brand persona and consistent tone of voice on all digital channels across all markets

Pakistan

- Established Careem’s digital Community Management unit from a one-person operation (back in 2016) to a 7 member in-house function - Led a cross-functional team across MENAP for community management of Careem’s digital assets - Automated online, digital and social media landscape for listening and monitoring to evaluate overall social strategy & planning preemptively - Raised CSAT score to 95% on Twitter for Careem - Image management & brand-building for Careem to create customer advocacy - Devised & executing campaigns based on social media trends to increase social outreach - Utilized content analysis tools to increase customer engagement and re-evaluating social content funnel - Crises & reputation management to minimize negative sentiment and manage narrative on social media

Karachi

- Managed Careem's social media channels for user engagement and brand awareness - Building protocols and procedures for crisis management and risk mitigation - Email marketing to vendors/captains through mailchimp to increase performance and loyalty towards brand - Analyzed potential areas of user acquisition through mixpanel by evaluation app open rate data outside Careem's service area to open new zones- Led offline Captain events for building loyalty, brand advocacy and feedback loop to improve captain experience

Karachi

- Launched Careem crew pilot project for captain marketing in Karachi which was implemented in global Careem network for captain supply acquisition - Led corporate and event partnerships in Karachi for generating corporate clients and customer acquisition - Introduced in-app snappable location feature for Pakistan in the Careem app and handling zoning for better booking experience- Scaling Careem's digital channels to create brand awareness and engagements

Karachi, Pakistan

- Lead planning and execution of Brand Activation within Pakistan to promote carpool sharing economy- Led a team of 23 towards user acquisition, and digital content creation and building carpooling communities within Pakistan

Karachi, Pakistan

Briefing and communicating to potential Canadian customers regarding the company’s services.

Diploma, Digital Marketing

Bachelor’S Degree, Marketing

Activities and Societies: - Member of IoBM Club of Entrepreneurs - Brand Ambassador for Vouch365 - Volunteered in Lifebuoy Life-Saver.

Associate’S Degree, Science

High School, Science

Activities and Societies: - Volunteered in Darul Sukoon - Participated in Inter-School Competition organized by Church World.