Dubai, United Arab Emirates
With 15 years of diverse experience spanning Automotive, Insurance, Finance, and Hotel sectors, I specialize in transforming raw customer data into actionable insights that power strategic business decisions. As a Certified MS Power BI Analyst, I’ve honed my skills in end-to-end data analysis, ensuring the seamless coordination of cross-functional teams and delivering impactful results. Currently, I lead the charge on campaign measurement and performance analysis for Al Futtaim Automotive’s global brands, using advanced A/B testing, data modeling, segmentation analysis, and multivariate regression techniques to refine marketing strategies. I take pride in crafting data-backed solutions that directly contribute to improved sales, market share, and customer retention. Core Competencies: Data Analytics & Visualization: Certified in Power BI, with deep experience transforming data into clear, actionable visualizations that drive business impact. Agile Leadership: Lead daily stand-ups, sprint planning, and retrospectives to maintain team alignment and foster collaborative innovation. CRM Expertise: Mastery in Salesforce, Hybris, Emarsys, and SAP CDP, ensuring effective customer relationship management strategies. Advanced Statistical Modeling: Expertise in Market Mix Modeling (MMM) using tools like Masster and Linear Regression to evaluate marketing efficiency across various channels. ERP Oracle PeopleSoft Finance: Extensive experience in implementation, upgrades, and support, ensuring systems operate smoothly and meet business needs. Driven by curiosity and a passion for numbers, I’m always seeking new ways to unlock the full potential of data. Whether it's optimizing sales performance or enhancing brand awareness, I focus on measurable, data-driven solutions that contribute to long-term success.
- Led the implementation project in collaboration with EIT and Data Engineers for Datawarehouse solutions and business logic alignment for new marketing systems and GA4 data ingestion. - Automated all the reports in Power BI which saved 40-man hours per month resulting in a 20% increase in customer satisfaction. - Migrated all CRM, Digital and Web contribution reports to PowerBI which saved high tableau and Alteryx licensing cost for access and server for 20+ users. - Developed different (Email, Campaign and YTD) daily and monthly reports for different Brands across globe and dashboards to monitor CRM Performance (Sales tactical, Awareness, Launch, Repurchase, Aftersales, Churn Prevention) KPIs, Status Tracker Report, providing actionable insights to CRM Team, Brands and Executives for datadriven decision-making. - Conducted Repurchase and Churn Model Evaluation using Python to provide insights to Data Science Team and presented insights to business. - Conducted comprehensive data analysis using Python to identify trends and patterns for benchmark analysis across all Brands and KPIs. - Created CRM measurement framework to measure various types of campaigns. - Developed and implemented data cleansing and validation procedures to ensure data accuracy and consistency across different systems. - Provided ad-hoc data analysis and reporting support to various departments, including sales, marketing, and finance. - Coordinated with EIT team for customer unification rule implementation in SAP CDP and Data verification with Data Governance Team. - Created MMM Aftersales models for major Automotive brands to quantify Media channel, CRM and other marketing inputs contribution, and Budget optimization and forecastin
Partnered with data engineering and IT teams to design data warehouse architecture and business logic, enabling unified reporting across 11 automotive brands, reducing data processing time by 60% and improving reporting accuracy. Built media and campaign performance frameworks that quantify sales impact across digital and CRM channels using Marketing Mix Models (MMM), supporting budget reallocation and 4M AED savings. Led curve-based budget allocation models for optimizing marketing spend efficiency based on MMM findings. Designed and rolled out a CRM measurement framework, tracking conversions, engagement, and incremental uplift across multiple campaign types (awareness, repurchase, churn prevention). Migrated digital, CRM, and sales reports from legacy tools to Power BI, enabling 20+ stakeholders to access interactive dashboards in real time and saving AED 600K annually. Implemented data validation and cleansing protocols, ensuring reporting accuracy across CRM, web, and media systems. Led IDP project from Business side to provide solution for seamless integration and accuracy of automated data extraction from different CRM systems in real time. Providing automotive brands with the data-driven insights gathered from our in-house developed MMM X Multi-Touch Attribution optimizer to support the marketing teams. Developed campaign and performance dashboards with DAX measures, scorecards, and KPI trackers for senior leadership. Developed different (Email, Campaign and YTD) daily and monthly reports for different Brands across globe and dashboards to monitor CRM Performance (Sales tactical, Awareness, Launch, Repurchase, Aftersales, Churn Prevention). Led and mentored a team of data engineers, analysts, and scientists to deliver high-impact analytics projects. Worked closely with governance teams to implement customer unification rules in SAP CDP, improving data integrity.
Collaborated with business stakeholders to translate strategic needs into reporting requirements, building Power BI dashboards that supported performance tracking and decision-making. Designed and developed Power BI reports using data from various heterogeneous sources such as on-Premises MS SQL Server DB, Azure SQL DB, SSAS, MS Excel to provide actionable insight to Business users. Developed data models (star & snowflake) and DAX measures for campaign and sales reporting. Embedded analytics within Salesforce to support frontline sales teams with self-service access to performance reports and customer insights. Used Python for customer segmentation, predictive modeling, and portfolio analysis, enabling targeted campaigns and risk monitoring. Study of Customer Behavior and prediction- by using customer segmentation, clustering, Forecasting and Statistical Modeling in Python.
Projects Client Jackson – Insurance, USA - Proposed solution and design monthly/quarterly Stock Valuation Pricing reports in Python - Study of Customer Behavior and prediction- by using customer segmentation, clustering, Forecasting and Statistical Modeling in Python. - Designed and developed Power BI reports using data from various heterogeneous sources - Developed SSIS packages to Extract, Transform and Load (ETL) data into Data Warehouse from SQL Server. - Create DAX queries to generate computed columns/measures in Power BI. - Design and develop logical data models that using Star and Snowflakes Schema concepts. - Involved in creating Database Objects in T-SQL using DDL and DML statements - Investment Portfolio and Risk Management Analysis using Python libraries - Built visualizations using Tableau for client to view historic data, make comparisons between various issuers, analytics for bonds and market. - Customer Behavior Analysis using Google Tag Manager and Firebase Analytics - Conducted interviews with key business users to gather information on Business process & requirements. Client Hilton – Hotel Groups, USA - Performed Data Quality analysis using advanced SQL skills, Dimensional Analysis, statistical analysis, and Data Quality validation in Data Migration. - Designed Power BI visualization utilizing cross tabs, maps, scatter plots, pie, bar, and density charts to provide business insights. - Extracted, interpreted, and analyzed data from multiple sources to identify key metrics and draw conclusions. - Transform raw operational claim data into meaningful insights for the client. - Created customized Consumer Profitability Dashboard using Power BI - Performed detailed analysis on key trends and findings; summarized and presented findings to managers. - Developed Power BI Dashboards & Scorecards (KPI) for Procurement Department leading to a 10% reduction in operating costs. - Developed simple and complex queries using SQL to extract and manipulate data.
Conducted data quality assessments and dimensional analysis during migration projects to ensure reliable performance metrics. Designed Power BI dashboards and scorecards for procurement and marketing teams, enabling operational cost reductions and better visibility into spend. Translated raw operational data into actionable business insights for multiple departments. Developed simple and complex queries using SQL to extract and manipulate data.
Team Lead - Oracle Image Implementation project and upgrade. Automated month-end processes using SQL, BI Publisher, and nVision, improving reporting turnaround and accuracy. Managed critical production issues, performed root cause analyses, and delivered system improvements.
PeopleSoft Financials 9.1, Oracle IHG is a British multinational hotels company with offices in the United States, Europe, Asia, and America. Project consists of Production support of existing 9.1 Finance applications on 8.52 tools. ROLES AND RESPONSIBILITIES: •Handled production issues both technically and functionally for modules Billing and AR. •Provided Root Cause Analysis for incidents and end user queries. •Responsible for reviewing solutions and taking care of quality. •Unit testing and migration of PS objects to Production Client Acxion - USA • Implementation of Account Receivables and End-to-End testing • Worked on Data correction/mapping and Migration • Provided outstanding service to clients to maintain and extend relationship for future business opportunities. • Worked with project managers, developers, quality assurance and customers to resolve issues. • Documented resolutions in knowledge base for team.