Group Lead Digital & Analytics
Resume:
ZOYA SHAHID
CONSUMER INTELLIGENCE SPECIALIST
GROUP LEAD DIGITAL & ANALYTICS
TPL CORP
June 2019- Present
Developed training program for staff company-wide to improve written reports, digitization of data and presentations.
Increased overall productivity and efficiency of client targeting by conducting extensive data management and technical decision making
Created a social media strategy, targeting strategy & digital revenue strategy for 8 companies of the group and recorded 200+% ROI.
Strategized the product line strategy for8 brands of TPL Corp with the help of market analysis. Created the brand architecture, go to market strategy, pricing
& positioning strategy and 5 year implementation for all 8 companies.
Automated data of all 8 brands using Power BI and digitized the entire data monitoring and management system being used internally which to reduce data processing time from 48 hours to 1 hour.
Analyzed and reported competitive, economic, industry trends to support product development and market strategy through data and analysis to provide recommendations to Marketing & Sales and Program Management executives
Researched market and product forecasts for Marketing & Sales and Program Management. Saved over 1.5 million by internalizing the research and insights program for all 8 companies
Analyzed data using SPSS & Power BI and presented results of segmentation
(cluster analysis), customer behavior patterns and potential factors (regression analysis).Provided comprehensive marketing strategies, 15% revenue growth after product and service adjustments
Created all consumer journey maps and led UX/UI revamp of all apps and websites of the brand with the support of the IT team. The project is estimated to save over 3.5 million for the 8 brands of the company
Transformed the digital marketing department by implementing strategic planning, analytics, performance marketing, search, A/B testing and regional partnership practices.
Directed strategy and launch for pandemic period, lifting visits by 520%, engagement by 480% and user app downloads & usage by 120%.
Developed cross-channel digital campaigns eclipsing engagement goals by 250% and delivering on revenue and brand targets.
Drove strategy and execution for digital brand campaign, outperforming engagement goals by 140% and traffic by 480%. E X P E R I E N C E
The Human Brain is facinating and it has both rational and irrational logic which drives human behaviour, I am a practioner of the art to underrstand both the rational & the irrational and then use that to create insights and stratergies that connect and covert. All brands and people have stories to tell—stories that will not only engage, inform, surprise, delight, and impact their audience, but that will also deliver on measurable business goals. And I am the conduit between brand and consumer. P R O F I L E
****.******@*******.***
A-84 Sindh Baloch Housing Society
Gulistan- e- Johar Block 12
S K I L L S
01
Advance Analytics
Power BI
UX/UI Research
Innovation &
Disruption
AM- BUSINESS INTELLIGENCE & CONSUMER INSIGHTS
KFC
June 2018- June 2019
Designed the pricing strategy for KFC, categorizing its different products and combinations.
Automated data aggregation to reduce data processing time from 13 hours to 2 hours
Analyzed web activity to generate a highly efficient dashboard to support C- level executives
Provided comprehensive marketing strategies, 15% revenue growth after product & deal adjustments
Identified, composed and presented both macro-trends effecting the grocery business and category-specific product trends to fuel innovation and anticipate customers' future needs.
Managed consumer, customer and business information data for CRM marketing programs and campaigns, as well as performed expert analyses on programs, campaigns, consumers and customers.
Participated actively in the design, development, testing and implementation of the custom Marketing Customer Management System.
Created brand architecture, positioning and go to market plans for the brand, while supervising all communication and deals that went to the restaurants
Conducted an end to end restaurant enchantment program which used eye tracking, customer satisfaction survey, employee engagement survey and restaurant KPI testing to improve bottom lines on restaurant level. 12 loss generating restaurants were converted into profit making engines 02
SENIOR RESEARCH EXECUTIVE CS-CI
NIELSEN
July 2017- June 2018
Developed new methodologies of research and implemented it for multiple clients including the first mascot testing of Pakistan.
Generated factually-supported recommendations for clients, highlighting promising areas for growth. Especially experienced with analyzing market trends in the social sector, FMCG, technology and oil & gas industries
Back tested various strategies to analysis their performance during various market conditions.
Delivered on 45+ projects, commissioned by 20 clients, representing 13 divisions
Performed market analysis, channel research, and digital research in infection prevention, drug delivery systems, renewable energy, aftermarket automotive, and personal safety devices
Assisted in qualitative research for private label product development, including composing moderator's guides, selecting moderators and writing reports.
Facilitated User group meetings and presented stock market strategies on a monthly basis to a group of 10 - 15 members.
Analyzed data using SPSS and presented results of segmentation (cluster analysis), customer behavior patterns and potential factors (regression analysis)
Conducted team trainings & designed self-learning videos for all future on- boarding’s in the department
03
Strategy
Customer Journey
Mapping
Tool Development
Shopper Insights
Predictive
Modeling
Retail Audit (RMS)
QUALITATIVE RESEARCH EXECUTIVE
IPSOS
July 2016 – July 2017
Collaborate with reporting team to conduct the futures market data analysis to maintain the accuracy
Increased overall productivity and efficiency of client targeting by conducting extensive data management and technical decision making
Developed and implemented new methodology to support goals of the program.
Designed questionnaires, discussion guides, observation instruments and logs to gather meaningful feedback from participants.
Moderated focus groups to obtain insights that allowed products to better meet customer needs.
Created and presented results reports to product development and marketing teams.
Analyzed and researched upon different market trends across various industries.
Created a social media strategy for multiple brands and provided a clear plan on how they would go on with it.
Led the innovation and digital platform for and executed 15+ projects with enhanced methodologies that were introduced for the first time in Pakistan 04
INSIGHT EXECUTIVE
THE DYNAMICS RESEARCH
September 2015 – June 2016
Utilized spreadsheets and statistics to analyze significant patterns within clients' customer bases
Presented the results of complex analysis in easily understandable Excel and PowerPoint documents, allowing clients to quickly engage with the findings
Wrote customized profiles from in-depth personal interviews to succinctly and effectively tell each interviewee's story
Generated factually-supported recommendations for clients, highlighting promising areas for growth
Supported product development and market strategy through data and analysis to provide recommendations to Marketing and Program Management executives
Analyzed and reported competitive, economic and industry trends to Marketing & Sales management
Researched market and product forecasts for Marketing & Sales and Program Management
Improved customer satisfaction survey process, increasing response rate and streamlined market tracking database, reducing update cycle time 05
Consumer Insights
Business Modeling
Product Strategy
Pricing Strategy
G2M Plans
Market Sizing
MANAGEMENT TRAINEE
SNAPCART.PK
May 2015- July 2015
Responsible end to end research.
Responsible for client servicing & business development
Responsible for business development
Responsible for social media development
Responsible for IT integration in research.
Responsible for insight generation and project management
Responsible for field coordination and report building
Revamping Company website
06
E D U C ATION
BBA (H)
INSTITUTE OF BUSINESS MANAGEMENT (IOBM), KARACHI
2011 – 2015
ELECTIVES:
Advertising
International Marketing
Brand Management
Service Marketing
01
HIGHER SECONDARY CERTIFICATE
BAHRIA FOUNDATION COLLEGE, KARACHI
2009 – 2011
02
SECONDARY SCHOOL CERTIFICATE
NEW CENTURY SCHOOL, KARACHI
2007 – 2009
03
E X T R A C U R R I C U L A R S & H O B B I E S
Philanthropy
Member Of End7 (ESAB)
Member Of Mentor Society (IOBM)
Represented Iobm In Invent 2013
Debate And Declamation
Member Of Pencils Of Promise (NGO)
Member Of Various Social Programs For
The Girl Child Cause
Member of Do Something & Crisis Text line
Reading Mythology And Cultural Values
Music
Writing Articles/ Poetry
Poetry And Literature
Reading ( Autobiographies)
Traveling
Debates And Group Discussions
Sports
Socializing
Consumer
Behavior
Heat Mapping
Segmentation
Eye Tracking
Brand Equity
Illustrator
Available Upon Request
H O N O U R S / A C H I E V E M E N T S
Nielsen Simply Excellent Award – For Outstanding Performance & Client Servicing
Launched the first every digital research for Ipsos
Earned over 18 certifications from Ipsos as trainer and expert in proprietary tools
First South Asian and only Pakistani to be a member of ESAB (End7)
Member and Co-Creator of Youth Policy of Sindh, Pakistan (Social Segment)
Member of Human Rights Activation Committee Pakistan
Actively running celebrity websites and Fan Pages
Represented IoBM in Model United Nations IBA Karachi (MUNIK) in 2012.
Student Advocate of the month for End7 (International NGO)
Participated in Bahria inter college declamation.
Won the first prize in Bahria foundation college debate competition.
Bahria Foundation College: Won the award of player of the year in 2010.
Participated in various essay competitions.
Won poetry competition Save the Indus Dolphins.
Won the award of student of the year in 2010
Won the award of 100 percent attendance in year 2009-2010.
Activist of the month Award By End7 (United Nations Operated)
Won the inter district basketball championship 2007.
Played Cricket and Basketball on national level 2006-7
Have won gold medals in table tennis championship held at bahria Foundation College.
Participated in various Sports activities held at school and college.
Won the Title NesVita Women Of strength
2nd runner up in Horlicks WizKids 2010
Captain of basketball. Volleyball, cricket, throw ball and badminton in city school and
L A N G U A G E S
ENGLISH Native language
URDU Native language
PUNJABI Intermediate (speaking, reading); basic (writing) ITALIAN Basic (speaking, reading and writing)
HINDI Intermediate (speaking, reading); basic (writing) R E F E R E N C E S
Media Planning
SPSS
Workshops &
Trainings
CSR
Tableau
Social Listening
Contact this candidate