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Yyyyyy x. yyyyyy

P.O. Box 30376, Bahrain ● 0000 xxxxxx xxxx , xxxx , xxxxx 00000231 ●

Achievement-driven Marketing Management Executive; well prepared to excel at Manager of Strategy Research & Insight (CCM&B) - 1800000Z

Digital Attribution ~ Data Visualization Skills ~ Team Leadership

Statistical Analysis ~ Customer Segmentation, Targeting And Profiling



         Offer 10+years experience in analyzing customer behavior to markedly improve business performance.

         Proven success in shepherding team of analysts to deliver marketing and customer insights from CRM, online, partner and traditional research datasets to be used to fuel revenues, customer retention, brand effectiveness and customer experience.

         Excel at conceiving marketing department s insight strategy and controlling framework of standard operating processes and performance measures encompassing people, process, finance, and technology among key stakeholders.

         Able to navigate development and application of customer insights using marketing analytics platforms, statistical analysis tools, and campaign management software.

         Committed to safeguarding customer data to steer compliance with company policies and legal frameworks.

         Mentor and empower Insights team to identify new customer data points to enrich marketing output.

         Adept at partnering with technical teams to ensure data is leveraged within customer data platforms and marketing technology for insight and activation in marketing campaigns.

         Academic and professional history includes Master s degree and extensive experience in the Middle East.

         Considerable skills in Google Analytics, Google Big Query, DMPs, Tableau, SPSS, MS Office, Oracle.


Qualifications In Action


Zain Bahrain (formerly MTC Vodafone Bahrain) .. 2004 to 2014

Manager, Market Support (2010 to 2014) - maintained and drove improvements in Net Promoter Scores and Customer Effort Scores during the company s new network swap 4G/LTE transformation and IPO transition

         Navigated evolution of business to become entirely research and insight driven company-wide from sales and marketing to network, HR and IT.

         Proficiently steered strategic and tactical research initiatives to fortify brand health, customer satisfaction, performance, quality, efficiency, and new product and services development.

         Bolstered customer engagement among social media platforms such as Twitter, Facebook, and Instagram.

         Directed comprehensive marketing support encompassing Wonder Campaign, Blackberry, Sim management, KPI reporting, pricing, market analysis, and market product specifications (MPS) implementation.

         Spearheaded life cycle of internal projects from research and questionnaire design, to fieldwork coordination and interpretation of data through reporting and analysis.

         Developed, evaluated and managed high-performance team of 11 to provide analytical marketing solutions aligned with business strategies and operations improvement plans.

         Project-managed launch with Apple locally and Zain self-care application development.

         Awarded by GM for achieving operational effectiveness in research.

         Charged with critical fiscal talents including budgeting, forecasting, planning, analysis, and reporting.

         Pioneered development of Analytical Marketing team to augment revenue stimulation and optimization through BTL (below the line) campaigns based on customer segmentation, targeting, and profiling.





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Manager, Market Research & Intelligence (2008 to 2010) consolidation of existing portfolio of products & services

         Introduced role prior to entry of 3rd mobile service provider in market to give Zain Bahrain a competitive edge and minimize KPI erosions arising from value-destroying price promotions.

         Consolidated existing portfolio of products and services and planned the re-launch of attractive packages aimed at aggressive acquisitions of youth and untapped vocational segments.

         Pioneered concept of Geo Analysis and Geo Marketing to augment network quality, performance and planning.

         Assembled, trained, and managed outbound calling team of 7.

         Delivered more than 150 internally conducted research studies and telemarketing campaigns annually.

         Led first Wimax qualitative study and E-go quantitative research resulting in 10/10 broadband offering.

         Rolled out Customer Feedback collection program in all Experience Shops, and automated customer feedback processes through in-store payment kiosks to optimize customer satisfaction and experience.


Manager, Consumer & Corporate Marketing and Acting Marketing Director (2007 to 2008) segmentation achieved differentiated products and services

  • Served as Interim Acting Marketing Director for four-month period while driving all aspects of consumer and corporate marketing including development of strategic marketing plan for accelerated growth from segments to achieve 50% market share at par with incumbent operator Batelco and 50% revenue growth.

         Led projects throughout lifecycle while directing, empowering, and motivating team of five.

  • Trail-blazed company s first market segmentation study, first corporate segmentation, and closely partnered with external consultants for first prepaid customer base segmentation for positive trends in profitability.
  • Headed entire consumer lifecycle and mapped Zain Bahrain s customer journey to maximize customer satisfaction and effectively generate loyalty to the new brand. (rebranding)

         Chaired first cross functional Churn Task Force for Zain Bahrain with full accountability for churn management.

  • Received Employee of the Quarter performance award from CEO.

         Formulated marketing metrics and scorecards to measure and report on program and segment results.

         Partnered with sales teams to identify optimal propositions for consumer and corporate segment.

         Championed development of whole product value propositions relevant to the segments.

         Initiated RFP for pointing system with IT, partnered with IT to create and rollout Campaign Management System, and contrived automated reporting and KPI dashboards for senior management and marketing teams.

         Delivered high-impact Business Intelligence (BI) solutions in close collaboration with IT teams

         Introduced data dictionary consumable by marketing teams to align definitions of customer attributes.


Specialist, Pricing (2004 to 2007) accelerated customer acquisitions and growth in market share and ARPU

         Joined forces with IT to develop and implement Discoverer reporting portal to enhance BI functions.

         Created competitive yet profitable pricing strategies aligned with company s deployment of 2G, 3G, and 3.5G technologies to acquire new customers, gain market share, and fuel revenues from all mobile streams.

         Accelerated growth in ARPU (average revenue per user) to achieve $42 USD.

         Seamlessly liaised with IT, Network, and Revenue Assurance to implement organizational pricing strategy in alignment with current billing structure and regulatory compliance.


Education & Training


M.B.A. Strathclyde Business School, Glasgow, Scotland
M.A. in Mass Communication Kinnaird College for Women, Lahore, Pakistan
B.A. in Journalism & English Literature Kinnaird College for Women, Lahore, Pakistan
Diploma in Economics London School of Economics, University of London
International Baccalaureate Bahrain School, Juffair, Bahrain

Completed extensive and ongoing professional development throughout career such as: Financial Modeling; Project Management; Oracle 91AS; SSPS; Social Media; Marketing; Leadership; Brand Management; Customer Satisfaction, Retention & Loyalty; Project Management; Pricing; Customer Experience; and Customer Value Management.


Yyyyyy x. yyyyyy

P.O. Box 30376, Bahrain ● 0000 xxxxxx xxxx , xxxx , xxxxx 00000231 ●















Dear Hiring Manager:


Please accept this letter in application for the Manager of Strategy Research & Insight opportunity (CCM&B - 1800000Z) that is currently available. Thank you in advance for your consideration.


I am excited to build a mutually-rewarding career with The Emirates Group, and can offer more than 10 years of experience in executive-level marketing roles with specialization in consumer insights, marketing, and brand management. I am also extremely well-versed in advertising, public relations, customer engagement, corporate communications, social media and digital marketing, among other areas.


Most recently I served as Manager of Market Support with Zain Bahrain (formerly MTC Vodafone Bahrain) where I successfully evolved the business to become entirely research and insight-driven enterprise-wide from sales and marketing, to HR and IT. I led an incredible team of 11 and governed crucial functions encompassing budgeting, forecasting, planning, analytical, and reporting. I was also charged with putting together an Analytical Marketing group to augment revenues through campaigns based on customer segmentation, targeting, and profiling. I excel at statistical analysis for marketing, customer segmentation including descriptive and predictive models, and conveying technical data to non-technical audiences.


As this is just a summary of my qualifications, please refer to the accompanying resume for additional experience. I look forward to speaking with you personally, as I believe the sum of these reasons will prove me to be an asset to your organization. Thank you for your consideration.






Yyyyyy x. yyyyyy





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