Mohammed H. Email & Phone Number

Manchester, England, Gb

• Collaborated closely with Product teams promoting the effective use of data to make intelligence-led recommendations on both website and app• Led on all business intelligence outputs, streamlining data sources from digital analytics, finance, marketing, and UX teams into visually compelling and easily-digestible dashboards• Scoped and assisted in implementing Adobe Analytics tracking for the mobile app from scratch and owned the app analytics roadmap for ongoing development • Developed a forensic level of understanding of customer behaviour across the conversion funnel and provided analysis at each stage• Adopted a data-driven and proactive approach to identify opportunities for improvement, informing on AB testing and measures for success • Compiled data from multiple sources and designed intuitive and self-serving dashboards to surface quick answers and trends• Worked alongside the wider Decision Intelligence teams, including Conversion Rate Optimisation, Data Engineering, Data Science, BI Reporting and Delivery

• The Google Analytics specialist helping manage over 50 Group websites and mobile apps• Provide weekly e-commerce reporting to senior management and over 60 stakeholders across 12 brands including boohoo, boohooMAN, Debenhams, Karen Millen, Dorothy Perkins and Nasty Gal within trading, digital marketing, finance and merchandising departments• Lead on ongoing optimisations by analysing user behaviour across shopping and checkout funnels to deliver actionable recommendations• Identify abandonment causes and highlight problems in user journeys in key segments including new and returning users, traffic sources, devices and page categories • Introduced insights of mobile app user behaviour from download to purchase - the first of it’s kind within the Group, writing SQL scripts from scratch using Firebase and BigQuery• Test, implement and modify new analytics tracking using Google Tag Manager on multiple websites• Manage stakeholder relationships with third-party vendors, with a focus on Google Tag Manager• Proactively identify and resolve tagging issues using Google Debugger and Tag Assistant to maintain data accuracy • Identify product category trends and emerging conversion drivers through behavioural analysis which is relayed onto merchandising teams• Compile and manipulate large data sets from multiple data sources into compelling visual representations of analysis that is easy to understand and make informed decisions from by all stakeholders• Strong data visualisation skills using Google Data Studio and MS Excel, developing self-serving dashboards for a range of teams throughout the Group• Advanced MS Excel skills including: vlookups, nested sumif statements, pivot tables, manipulation of data and formatting • Trained and mentored over 30 new starters in GA across the Group

• Developed a deep understanding of the drivers of digital marketing performance for boohoo and boohooMAN across all key territories• Created daily, weekly and monthly marketing performance dashboards and targets, with a particular focus on ROI, CPA, new customer acquisition and conversion drivers• Supported the Trading Manager in the appraisal of marketing campaigns, including above-the-line activity• Performed deep-dive analysis on spend and ROI across all Group brands, including PrettyLittleThing and Nasty Gal • Used Hitwise to report on brand market share and competitor traffic mix and sources• Contributed to ad-hoc trading and marketing insight across Group brands

• The main point of contact for Google Analytics Premium, managing over 40 Group website and mobile apps within Sport, Fashion and Outdoor divisions• Responsible for the development of Google Analytics tagging for new website functionalities, mainly through event tracking• Developed Google Analytics tagging for in‐store kiosks which were implemented in over 120 stores nationwide• Regularly distributed updates and recommendations to optimise marketing channels across all Group brands • Examined recordings of customer journeys to understand user experience issues and abandonments using SessionCam• Supported the education and training of Google Analytics Premium for users of all abilities by producing support material as well as one‐to‐one tutorials

Oldham, United Kingdom

Pgdip Multi-Channel Retail

Bsc (Hons) Business Information Technology, 2:1

Economics (A), Accounting (B), Information And Communication Technology (B)

Education record