NIZAR RANA

**** **** ******* ***, ******* CA ****1 Cell: 510-***-**** Email: add79n@r.postjobfree.com

Seasoned Product Marketing & Analytics leader with 15 years of experience in lending and payments industry

Passionate about new and emerging payment technologies, and shaping product marketing strategy roadmaps

Steered multiple high-impact technology projects in collaboration with Product and Engineering teams

Excellent storyteller, strong believer in data-driven decisions and translating analytical insights into actionable business plans

Result-focused mindset, with a track record of leadership and collaboration EXPERIENCE

Metromile Inc, San Francisco, CA

Head of Growth Marketing Mar 2019 – May 2020

Led team of analysts, data scientists, channel managers and external agencies through development and execution of omni- channel marketing campaigns. Accountable for majority of paid media spend with a strict focus on CAC/LTV

Collaborated closely with Product and Engineering teams on the product innovation pipeline and strategized GTM plans

Ideated and led an 8-month research project to gain a better understanding of auto insurance industry, purchase journeys, and developed rich persona profiles of our target customer (low mileage drivers) that went far beyond traditional demographics

Strategized and executed a comprehensive go-to-market strategy for product launch in Illinois including defining TAM, product positioning and directing media buys; collaborated closely with Comms team in devising an effective PR strategy

Oversaw diversification and optimization of paid and organic marketing channels across the sales funnel, including partnerships, affiliates, SEO, direct mail, paid search, paid social, email, TV, out-of-home, print media and events

Conceptualized and led development of multi-touch attribution model to improve measurement of channel performance

Responsible for rigorous measurement of KPIs, progress against growth objectives and spend reallocation as necessary

Established a culture of close and synergistic relationship between Marketing and Sales teams. Partnered with Head of Sales to help increase team headcount in sync with updated goals and helped create training modules for new associates

Collaborated closely with Brand/Creative team to develop and execute testing roadmap, and phase out underperforming assets

Directly reported to the CMO; led weekly growth stand-up meetings with C-level executives and prepared board materials Wells Fargo & Co., San Francisco, CA

Marketing Director, PVSI Group (Payments, Virtual Services & Innovation) Mar 2015 – Mar 2019

Led performance marketing team responsible for shaping the strategic direction and end-to-end implementation of prescreen and ITA credit card acquisition campaigns. Ownership and accountability of $80MM in annual marketing budget

Performance Marketing lead in development and execution of go-to-market launch plans for Cash Wise and Propel cards

Led co-marketing efforts with account management team to incentivize and influence adoption of digital wallets

Led revamp of existing segmentation framework to include behavioral and attitudinal attributes, which successfully unlocked new growth by improving product-market fit, and guiding content, messaging hierarchy, positioning and channel treatment

Developed a deep understanding of partners and stakeholders in the payments ecosystem through regular market research

Key stakeholder in the Digital Incubator team (2017-18), which operated as a start-up within the bank with the stated mission of launching innovative lending and payment solutions, and marketing through owned and paid digital channels

Helmed creation of iOS and Android product specs for cross-sell campaigns on WF app, which enabled re-targeting of prescreened offers in the post-login UX journey. This initiative boosted mobile y-o-y sales by 20% with high NPS scores

Marketing lead in a cross-functional RFP effort to bid for potential cobrand partnerships with Verizon, Hotels.com and Uber

Owned the LOB acquisitions planning process; directed the development of 9-quarter rolling forecast and resource plans

Collaborated with Data Science team in development of predictive response models, decision trees, programmatic targeting frameworks and setting up frequent A/B tests to continually optimize campaign performance

Key stakeholder in creative development and iteration; led competitive research projects and authored several creative briefs

Business lead in several regulatory exams and ensured compliance with industry regulations like UDAAP and Card Act

Experienced in building high-performing teams; hired and groomed team members at various levels of experience and skills set Sr. Marketing Manager, Credit Card Acquisitions July 2013 – Feb 2015

Developed deep knowledge of scoping and executing marketing strategies needed to reach different customer segments

Led research projects to stay informed on competitive landscape, and helped shape the product roadmap and strategy

Developed channel attribution framework to aid in ongoing reallocation of marketing spend across customer segments, products, and channels. Conducted incrementality tests to validate model performance on a regular basis

Collaborated with Data Science team in large data-intensive projects involving mining, manipulation, and analysis of company and industry data to drive actionable insights, and help solve complex business problems

Managed internal and external vendor relationships including print/production teams, creative agencies and operational COEs

Led team through development of reporting packages and performance dashboards for consumption of executive leadership Capital One Financial Corporation (HSBC Bank USA), Portland, OR Manager, M&A Decision Science Group May 2012 – June 2013

Led transition of HSBC’s budget optimization IP to Capital One’s decision science team and helped integrate the models

Partnered in the RFP process, evaluated bids and helped close sale of company’s Discover and Amex branded assets

Led a cross-functional team through a resource-intensive customer migration project involving mapping of customer terms, leveraging existing Capital One pricing structures if available and creation of new terms where necessary Manager, Financial Strategy & Analysis Apr 2009 – May 2012

Developed and maintained the primary financial model used for segment-level valuations of new accounts originated through direct mail and digital marketing channels for HSBC’s Core Card portfolio

Responsible for segment-level optimization of marketing budget (~$15 MM/month) to drive customer acquisition campaigns

Analytics lead for company’s down sell business of underwriting turn-down accounts from Discover and Fifth-Third banks, including performing detailed financial analysis to help re-negotiate contractual revenue-sharing terms

Analytics lead on a cross-functional team responsible for growing co-brand card business with Sears. Remediated revenue sharing terms on existing agreement in 2009 due to difficult economic climate (recession) and legislative actions (Card Act)

Collaborated with Risk team to develop acquisition segmentation scheme across entire credit spectrum of target population Lead Analyst, Financial Strategy & Analysis July 2007 – Apr 2009

Kick-started, ran and eventually transitioned a monthly Investment Decision Evaluation process to analyze detailed breakdown of marketing investment decisions, variance analysis and steer actionable recommendations

Led a broader cross-functional team to revamp credit line increase program (CLIP) from an account-level qualification to a more scientific segmentation-driven model based on credit risk and usage rates

Developed a training module and conducted several training sessions for new associates on financial analysis and valuations Capital One Financial Corporation, Richmond, VA

Sr. Financial Analyst, Risk Operations July 2006 – June 2007

Managed monthly activity-based costing process and provided transparency to external LOBs (whose charged-off assets are serviced by Recoveries department) on recoveries cost structure and cost allocation methodologies

Collaborated with legal team in developing strategy to optimize flow of charged-off assets from litigation to non-litigation strategies, which yielded $10M in incremental annual revenue recovered with lower commission rates and eliminating suit costs

Developed the process for setting monthly revenue targets for the various suppliers within the Recoveries agency network Operations Analyst, Risk Operations July 2005 – June 2006

Lead Analyst – Recoveries Inventory Management Team, responsible for monitoring performance of total charged-off assets worth $42B in face value and tracking/reporting on KPIs to executive leadership

Optimized the debt collection activities of Recoveries portfolio by re-segmenting along different filing categories

Owned bottoms-up forecasting model to predict department revenue, operating and charged-off costs EDUCATION

CLEMSON UNIVERSITY, Clemson, SC

Master of Science, Operations Management

NAGPUR UNIVERSITY, Nagpur, INDIA

Bachelor of Science, Industrial Engineering

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