Data Driven Marketing Group Head for Beauty, Wellness & Personal Care Cluster for Unilever at Mindshare

Leading the Data Driven Marketing Strategy for Unilever - Mindshare• Offered this role at the Client’s direct request from GroupM-PK• Led a team of 4 Data Scientists• Launched Dynamic Coupon, a Data Collection and Attributed Sales technique.Partnered up with biggest Q-Commerce Players of Pakistan, FoodPanda andKraveMart, acquiring more than 10K 1st Party Data• Onboarded Pak’s biggest Telco to launch Data Clean Room for Unilever Pakistan,being the 3rd country globally.• GTM integration on E-Tailer Product Pages to activate Full Funnel campaigns forUnilever• Developed Data Decipher - Automation of Multi-Channel Digital & TVReporting• Integrated Monthly Digital Deployment with Actualised KPIs on digitalplatforms, enabling automated Post Campaign Analysis, Monthly FinancialStrike Sheet and Daily Spend Tracker (shared to all planner via email)

- Leading the Data & Analytics Department at GroupM - PK- Implementing Data Analytics & Automation Culture - Launched 3 Data Products: 1 - Data Decipher (Live Multi-Channel Dashboards) 2 - Consumer Insider (Advance Analytical Reports) 3 - Nucleus (Centralised Data Truth - GCP & Adverity)- Automated Xaxis Pakistan DV360 reporting process with the help of autogenerated Naming Conventions and Salesforce’s Datorama. In progress to apply it to North American region.- Started a revenue stream for GroupM - PK under the umbrella of Data & Analytics products.- Leading the client pitches in terms of Data Strategy with 85% win ratio.- Achieved Customer Profiling and Segmentation for one of our fintech client, based on multiple criteria including customers’ interaction behaviour and buying patterns, helping us to design data driven strategies for each level of marketing funnel. - Aiding marketing teams to design campaigns that are backed by historical data and current trends.- Provided data services to the our clients belonging to FMCG, Apparel, Fintech, Beauty and Tobacco till now. Some notable names are mentioned below: 1 - British American Tobacco (BAT) 2 - L’Oréal 3 - Coca Cola 4 - Unilever 5 - McDonald's 6 - Nishat 7 - EBM 8 - Hilal Foods 9 - Qarshi 10 - JS Zindigi

- Segmented millions of HBL customer base into 40+ different segments. I was involved from ETL till Dashboard development for the business and marketing team, which eventually helped them develop better-targeted strategies.- After doing the required ETL process with the help of SQL and Pyspark, developed Internet Payment Gateway Dashboard (IPG) which got deployed and given access organization-wide. The dashboard gave insights regarding the merchant activities and in-depth transactional plus growth analysis.- Performed HBL Mobile App and Internet customers plus their beneficiaries’ analysis. Mainly focused on the yearly consistency of transactions, amount, and beneficiary banks.- In-depth transactional pattern analysis of the consumers who’ve availed loans via Mobile and Internet banking.- Created HBL Konnect Agent Scorecard to analyze agent’s transactional activities and analyze any suspicious patterns.- Developed Robotic Process Automation for new account opening process to make it less redundant for the staff and improve turnaround time.- Prepared Customer Journey Dashboard based on the location from MB app to make more targeted ad campaigns and offerings for relevant customers.

- Developed per screen revenue model for RT, based on the historical financial data of earnings and cost. Offered screens to every scale of customer, depending on their budget and timeline, which eventually helped grow the customer base of RT drastically.- Developed strategies for data collection and improving the following RT Platforms and Touchpoints:1. RT Linear Network (Ad Broadcast)2. RT Konnect (Dynamic Content Broadcast + Standalone/Integrated Interactive Campaigns)3. RT Activate (Conventional BTL Campaigns)4. RT App (An interactive app to engage our / client’s customer base and provide them with relevant messages, promotions and info on the go)- Analyzed and segment data for the following 3 Key areas associated with our business Domain: 1. Clients (-These are companies and brands from different industries who partner up with RT to boost their ongoing campaigns through various RT Platforms.)2. Internal (Red Tape Platforms)3. Destination Partners (Destination Partners are public places where we have installed our network: Airports, Malls and Supermarkets)- Developed Data management processes and policies for each of the above business verticals.- Identified, evaluated and implemented external services and tools to filter and validate data .- Produced and tracked key performance indicators for the above-mentioned areas.- Manipulated, analyzed and interpreted complex data sets relating to Red Tape, our Clients and our Destination Partners.- Generated targeted reports (internal/external) and create a data dashboards with graphs, benchmarks and visualizations.- Developed and support reporting processes.- Design and carry out surveys and analyze survey data.- Helped in Business Strategies utilizing the generated BI Reports.

- Performed Web Scrapping and automation with help of Python Programming Language and other packages like Selenium and Beautiful Soup. Scrapping was done in order to collect the Data for Deep Learning model training and feeding the Chat Bot.- Developed various Chat Bots for brand marketing, customer support and helping in the hands on tutorials.- Developed algorithm to perform Optical Character recognition on YouTube videos, frame by frame in order to collect on screen data and to achieve a specific task.- Implemented Deep Leaning algorithm to effectively perform Bilingual detection in human conversation, by feeding 1000 hours of audio content from YouTube videos and audio Bibles in Brazilian-Portuguese and English.- Performed Data Analysis with the help Tableau and Python on company's provided Financial Data.

Sindh Government approached our university for technical support during the 2018 Elections. I was part of the team that was provided to the Commissioner Office Karachi. During the time of our internship, we were assigned various projects in which we performed the following tasks:- Data Gathering and Analysis- Resource Mapping for Election- Database Designing- Project Management

My goal for this internship was to learn the tools used in the industry for Data Science practice. The primary role was to work on time series data like Stock Market, which includes all the necessary pipe-lining from Data Acquisition to Prediction Modeling. The tools and techniques used during the internship were Python Programming Language for all the Data pre-processing and prediction modeling and Tableau for Data Visualization. The nature of Work Experience includes the following:- Data Forecasting- Data Analysis- Data Extraction