Work Experience
Work
Experience
2024 - Present
Haleon
Senior Data Analyst | Middle East and Africa
Driving advanced analytics, AI solutions, and data-driven strategies to optimize multi-channel engagement and decision-making across Middle East & Africa markets.
Key Contributions & Projects:
• Salesforce Analytics & Power BI Dashboards: Designed and deployed real-time dashboards for leadership, integrating KPIs and actionable insights to improve visibility and accelerate decisions by 40%.
• Data Engineering & ETL: Built robust pipelines using Python (Databricks), PySpark, and SQL, ensuring accurate KPI tracking across digital and direct channels.
• AI & Predictive Modeling: Developed LSTM sequence models (TensorFlow/Keras) to predict next-best HCP engagement, boosting personalization and engagement rates by 20%.
• Advanced Analytics: Created multi-channel engagement scoring systems and call effectiveness models using Python, Pandas, Matplotlib, and Seaborn to extract actionable insights.
Business Impact:
• Increased HCP recommendations from 90% → 130% of target
• Improved engagement from 50% → 70%
• Boosted weekly recommendation uplift from 37% → 44%
2022 - 2024
Delivered data-driven insights and analytics solutions to optimize category performance, profitability, and campaign planning across e-commerce operations.
Key Contributions & Projects:
• Category Dashboards: Created and automated SQL + Power BI + Excel dashboards to monitor KPIs including GMV, NMV, orders, items, buyers, conversion rates, cancellations, unique visitors, assortment, add-to-carts, and click-through rates. Enabled daily monitoring and actionable insights, consistently surpassing performance targets.
• Supply Battle Project: Developed complex SQL queries to analyze demand across categories and price cohorts. Identified high-demand, low-assortment products, enabling targeted seller onboarding. Achieved 50% YoY growth for these categories.
• Profitability Project: Extracted and analyzed revenue margins, costs, and subsidies using SQL. Optimized logistics costs by adjusting weights/dimensions and minimizing shipping subsidies. Improved profitability margins from 7% → 9%.
• 11.11 Campaign Planning: Conducted demand forecasting and SKU inbounding planning to ensure optimal assortment and stock levels. Built dashboards to monitor mega deals and hot deals daily/hourly. Enabled 50% campaign growth through timely deal replacements.
Education
2018 - 2022
Institute of Business Administration Karachi | Bachelor’s Degree
GPA 3.2
2015 - 2017
Garrison Cadet College Kohat
Pre Engineering
88%
Skills
& Expertise
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SQL
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PYTHON
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MACHINE LEARNING
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POWER BI
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EXCEL
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DATA CLEANING
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DATA ANALYSIS
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AUTOMATION
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DASHBOARDS
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DATA MODELING