Marketing Customer

ABRAR KADIR

*** ********** *****. ******, **, ***87

Tel: 313-***-****

Email: ************@*****.*** Nationality: USA Residency & British

CAREER AIM

• To further my career within Marketing/Strategy and Analytics Management where, I can

contribute with my multi-channel Marketing knowledge and Analytics experience.

• Possess considerable knowledge of B2B and B2C email, mobile and direct mail marketing

analytics as well as experience of campaign testing and segmentation Analysis by using

Excel, SQL, Omniture.

• Willing to relocate

SKILLS AND EXPERIENCE

• Passionate about converting customer analytics into marketing opportunities, and the right

contact strategy

• Extensive experience within digital marketing (email, mobile/SMS) and direct mail marketing

analytics

• Comprehensive understanding of Automotive Telematics, Service, Subscription, Web, Retail

and IT industries

• Strong leadership skills - acquired formal training and attend regular leadership conferences.

5+ years of people management (direct reports) and project management experience.

• Project Manager for digital campaign analytics, liaison between Business Owner

(Stakeholders), Marketing and agency. tracked on going KPI’s and reported campaign ROI

• Experience of managing Customer Segmentation and Predictive Models

• Customer Insight and Research - Excellent understanding of macro and micro level analysis to

comprehend customer engagement, competitive environment as well as market trend

• Detailed understanding of email, mobile and direct mail marketing strategies

• Highly numerate, ability to manipulate and mine data for customer insight / marketing solutions

• Strong written and verbal presentation and influencing skills

• Ability to liaise at all level including external agencies for marketing data management.

• Articulate, excellent communication skills

• SAS - regular use of SAS to conduct analytics

• SQL (Oracle and PL/SQL) – Able to join and manipulate multiple tables to extract relevant

information

• Omniture - web analytics tool for visitor and web traffic analysis, campaign analysis, product

performance and conversion rates

• Tableau and Cognos user level for data visualisation and regular reporting

• Advanced Microsoft skills including, Microsoft Word, Excel (inc Pivot Tables) and PowerPoint

EDUCATION

MSc International Marketing Management Oxford Brookes University, Oxford,

UK

Subjects:

International Marketing – Planning Marketing Management-Campaign Electronic

Distribution Channels Market Research Methods (SPSS)

Consumer Behaviour Strategic Management in International Market

Contemporary Issues-Customer Satisfaction and Loyalty Dissertation– primary research on Retention*

*Conducted research and cross-compared the results on customer satisfaction measurement

techniques used by two major companies in the world

BA (Hons) Business Studies De Montfort University, Leicester, UK

Main Subjects

Marketing Analysis, Marketing Research (used SPSS database), International Marketing, Retail

Marketing, Direct Marketing, Marketing of Services, Marketing Communications, Applied

Strategic Management, Product Development and Management

EMPLOYMENT HISTORY

July 2011 – Date Digital Marketing and Customer Analytics Manager – General Motors,

Detroit, USA

Job dimensión – OnStar/Telematics (USA, Canada and Mexico)

• Partner/Point of contact for Campaign management and execution team, Customer Relationship

Marketing team and Product Marketing team in developing CRM strategies based on the

insight.

• Provide day-to-day support to direct reports and manage multiple projects such as predictive

statistical models, customer profiling, segmentation analysis, survey analysis, external data

enhancement and lifetime value analysis

• Helped in launching 4G LTE and wifi capabilities within GM vehicles. Recommend wifi data

pricing strategies and communication (direct mail and emai)l strategies

• Develop and build campaign testing and implementation strategies. Conduct multichannel

campaign analytics (Test & Learn design), ROI, subscription activation, engagement and

retention analysis.

• Partner with Web Performance and digital marketing managers to understand their marketing

objectives and identify customer insight solutions..

• Design analytics solutions. Oversee multiple projects simultaneously and prioritize projects

such as campaign performance testing, predictive modeling, product performance, customer

engagement and retention analytics

• Provide Insight on “call minutes remaining and usage”, digital analytics, and how customer

engage (mobile Vs. desktop engagement) and transact

• Segment customers and profile them based on their engagement and purchasing journey by age,

gender, location as well as by products and categories they buy

• Work cross-functionally including external agencies to create solutions on customer analytics

• Lead customer surveys to understand consumer’s perception towards OnStar and relate that

with customer retention

• Conduct regular analytics meetings to review/present marketing results with 20+ members

• Consult on optimizing customer contact strategy based on customer insight and recommend

performance metrics to be analyzed

• Define business rules and work with database development team to create user friendly data

structure for reporting and analytics purpose

May 2010 – July 2011 Digital Marketing Analytics Team Leader – e-Bay (e-Dialog),

London, UK

Clients worked on – Sony, Philips, HP, Microsoft, Tesco Bank, Boots, News

International, HP, Virgin Media, British Airways

• Mobile Vs Desktop user level analysis and engagement journey for targeted contact strategy

and potential marketing opportunities

• Developed and lead digital marketing analytics team.

• Consult internal Account Managers and external clients (customers) in developing strategic solutions

• Advise on user friendly data structure for reporting purpose - based on strategic requirements

• Attending meetings and recommending performance metrics to be analysed

• Reporting, tracking and analysing online KPIs and email campaign performance by product,

channel, customer segment, contribution and demographics by using analytics tools and Excel

(charts, pivot tables)

• Segment customers and profile them based on their engagement and purchasing journey by age,

gender, location as well as by products and categories they buy.

• Consulting and recommending contact strategies based on the output

• Present findings to external clients and internal account managers on power point and/or excel.

• Supporting marketing planning director and insuring clients expectations are met

• Managing a team of analysts and multiple projects at various stages

• Liaise with USA strategy and analytics team for global projects

Nov 2009 – May 2010 Marketing and Customer Analytics Leader – Cisco Systems,

London, UK

• Create customer profiling and segmentation to identify purchase behaviour and the right target

market by using SAS, Excel

• Customer Insight and migration analysis from one segment to another (Customer Acquisition to

Retention) by using SAS, Oracle (SQL) and Excel

• Present commercial insight to clients on each core technology products where incremental

revenue can be achieved by using power point and/or excel

• Create and update Intelligence hub on each country by integrating data from various sources

including Potential-to-Buy scoring, Employee-Size Segmentation, Most Valued Cisco partners

for end customers as well as alerting on marketing opportunities based on either “Partner-to-end

customer” or “Cisco-to-end customer”

• Liaising with various clients such as Business Development Managers and Marketing

Managers, and provide analytical solutions to them based on their objectives and briefs

• Create reports on cross-sell opportunities, identify trends and quarterly buying behaviour for

each European country

• Took initiative to create campaign governance system for European Account Managers

• Regular Liaison with other analytical teams based in other countries to gather up-to-date

transactions and customer statistics

July 2007 – Nov 2009 Marketing Planning Analyst – Office Depot, Leicester, UK

• Weekly management reporting/summary document on online Vs offline category performance

and customer insight on all aspects of “B2B” business

• Nectar loyalty analysis – Nectar points Vs Non-Nectar Points, bonus points, % share of

business through Nectar loyalty Card

• Work as a first point of contact for marketing managers to provide data solutions.

• Test Vs Control group analysis on campaigns and provide recommendations for marketing

strategies based on previous campaigns performance

• Profiling and segmentation analysis on reactivation, retention and customer channel migration.

• Web traffic analysis including tracking visitors behaviour, conversion rate, abandon rate

• Liaise with Merchandising and Call Centres for ad-hoc projects and analysis

• Key third party relationship for data management, market research and campaign optimisation.

• Qualitative and quantitative customer research analysis through various agencies including

TNS, GFK and in-house research

• Market Research – market share, competitive and market performance analysis - seasonal

offers, campaigns, industry news using external reports including Key Note and Mintel

REFEREES

Available upon request

Contact this candidate