Mauritius
Ashraf headed the strategy and business development function of MCBCS, which involved, amongst others, preparation of the strategic plan of the company, tracking performance of the company against KPIs in the Balanced Scorecard, drafting and follow-up of proposals, management of leads and prospects, organisation of events and other business development activities. He led the Business Intelligence Practice as well as the Strategic Advisory Practice of the company.
Ashraf was recruited by the bank to lead its Strategic Marketing Unit. In this capacity, Ashraf was responsible to provide the various lines of business with the market intelligence they required to guide the decision-making process. He also drove the setting up of the customer analytics function within the bank, including development of product, customer and channel performance dashboards as well as the development of predictive models of customer value, probability of default and likelihood to respond to marketing campaigns.
At DCDM, Ashraf led the data team, responsible for the statistical analysis of survey data, whilst also being involved on a number of management consultancy projects, ranging from corporate & brand image, customer satisfaction and customer segmentation to socio-economic research, industry analysis and feasibility studies.