SAFe® & Scrum certified digital product professional having 16+ years of experience in managing and growing digital products in different domains, achieving objectives, enhancing user experiences and increasing revenue using data and insights.

SUMMARY: EXPERIENCE

– Experienced in digital transformation and digitalization, omni channel experience, e-commerce, customer value management, and application development in the telecommunications and retail industries.

– Adept at delivering products using Agile and Waterfall processes, leading a large team of on- and off-shore employees to complete projects in accordance with the established strategy and product roadmap.

– Experienced in cutting-edge technologies for app development, digital marketing, AI based chat bots, SEO, digital payments, robot-assisted process automation and analytics.

– Widespread techno-functional experience with a track record of facilitating leadership dialogues on new prospects, prospective product improvements, and process efficiency.

– Hands on experience in technologies & tools like Digital Wallets, Kiosks, Web 3.0, SAP hybris, React native, Flutter, Swift and many more.

WORK EXPERIENCE

Product Manager

May 2016 – Current: du (EITC) www.du.ae

– Leading all aspects of Product management including Roadmap, Strategy, Requirements & Marketing for du premium customers services across self-service channels.

– Leading every step of product lifecycle including user research, marketing, UX/UI and development.

– Building scalable and reliable solutions in close collaboration with the technical teams.

– Developing business cases for new features & enhancements to enable prioritization & justify investments.

– Providing oversight to multi-cultural, cross-functional, geographically dispersed teams (of Project Managers, Business Analysts, Technical Architects & Tech Leads).

– Managing priorities and escalations while providing management oversight and communications on project status, issues/risks, and mitigation plans.

– Building cross channel eco-system with government entities like Dubai Now, Smart Sharjah for du users.

– Acting as a gatekeeper for all the digital requirements and financial budgets within internal and external units for du’s self-service channels including strategic projects.

– Managing total product performance - focusing on key metrics, app store reviews, ratings, optimization, and ATL/BTL campaigns to promote the products.

– Training agents on new capabilities of self-services.

Key Achievements

– Led digital CVM activities that resulted in an AED 5.5M+ monthly revenue increase.

– Led the Huawei developer competition in the UAE for the finest technical HMS implementation, placing the du app in second place.

– Increased premium segment penetration from 25% to 88%, with the goal of reaching 100% by 2025.

– Increased digital bill payment penetration from 40% to 92% (AED 500 million per month).

– Improved TNPS for bill payment by 100% by integrating Apple Pay, VISA decision manager, and simplifying not only the experience but the entire process.

– Digitized service cancellation for home and prepaid customers, resulting in 95% call and store deflection and a monthly cost savings of AED 0.3M.

– Integrated ID renewal via UAE Pass, reducing a four-day process to a few minutes and vastly improving user experience.

Digital product specialist

April 2015 – April 2016: du (EITC) www.du.ae

– Manging product development, roadmap, experience enhancements and app adoption with premium quad.

– Gather, research and prepare communications material for internal and external audiences.

– Building Business cases/ RFP/ RFQ / RFI / Evaluation/ Awarding, completing the entire process.

– Managing AED 3.5M annual marketing budget and ensuring all campaigns go live with clear Analytics and Reporting objectives.

– Delivered campaigns below the industry average cost per acquisition (CPA)

Digital Consultant

June 2014 – February 2015: OSN www.osn.com

– Advising product and technology team of OSN to enhance their product using different tools and techniques and to measure its effectiveness.

– Guiding in-house development team for developing a compelling digital channel for their OTT platform.

– Advising through research and analytics on how to improve the organic reach & engagement.

– Performing comparative study on different OTTs ensuring actionable insights are being used.

Online Marketing Specialist

March 2013 – May 2014: BinHendi Enterprises www.binhendi.com

– Managing group website and other digital assets, engaging with partners to update based on a set strategy.

– Developing and executing digital marketing strategies for key fashion partners & F&B brands such as Hugo Boss, Porsche Design, Ulyyse Nardin and more.

– Implementing CRM activities, including data segmentation and acquisition.

– Managing social media team, marketing budget, media planning and buying for all the group.

– Evaluating and measuring the effectiveness of marketing campaigns against the budget through following up on reporting mechanism from the boutiques as well as reviewing reports of partner agencies.

Online Marketing Officer

June 2010 – March 2013: Abu Dhabi Film Festival (TwoFour54) www.twofour54.com

– Dealt with all aspects of product development of festival online platform and digital advertising including identifying creative requirements, briefing agencies, managing the project deliverables, and providing recommendations based on their statistical analysis to improve performance.

– Executed online media planning and buying from local and international trade entities e.g., Variety International, IndieWire, The Hollywood Reporter etc.

– Developed, launched & managed iPhone & Blackberry Apps for the Festival including e-ticket capability.

– Received accolades for ADFF website including official Honoree (Webby Awards) & Internet Awards.

EDUCATION

Bachelor of Computer Science (BS) (2001-2004) - University of Karachi, Pakistan.

TRAININGS

– Certified Scrum Product Owner (PSPO) – Scrum.org (Dec 2018)

– SAFe® 5 Product Owner/Product Manager (POPM) – (Aug 2022)

– Harvard management essentials – Harvard management mentor (Feb 2021)

– Digital Transformation – du University

– ILM (Leadership program) – du University, Dubai

– Facebook Performance Marketing – Facebook Head Office, Dubai

COMPETENCIES

– Advanced UX/UI skills.

– Strong digital payments ecosystem knowledge and experience.

– Strong stake holder management skills.

– Strong SEO/SEM, software development, E-commerce and Ad technologies experience.

– Digital transformation and Omni-channel solution building experience.

– Automation using Robotics.

– Strong technical skills.

– Web 3.0 technologies.

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