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Work Background
Nahdi Medical Co.Director - Data Analytics, Loyalty, Market Research
Jun. 2021Jeddah, Saudi ArabiaLead a large team of professionals, including five direct reports, to oversee all aspects of various divisions, including data analytics, loyalty / CRM, and marketing insights. Direct data-driven commercial and marketing initiatives to strengthen the core retail offerings. Act as a critical member of multiple committees and advisory boards, including executive commercial and marketing committee, digital transformation committee, data analytics investments committee, digital experience platform project steering committee, and data analytics platform modernization project steering committee. • Garnered incremental revenue of hundreds of millions USD annually through personalization, partnerships, CX, data-driven marketing, cross-functional data analytics initiatives. • Implemented over 800 personalized campaigns annually, pioneering a significant shift from non-personalized marketing strategies. • Spearheaded Nuhdeek, a leading regional loyalty program encompassing 80% of company sales and serving 8M active members. Elevated customer retention rate, raised loyalty program awareness, Revamped the full loyalty program with new features and an enhanced customer value proposition through the implementation of a well designed loyalty program strategy and roadmap. • Steered multimillion-dollar projects encompassing customer loyalty, digital transformation, data analytics, AI-based demand forecasting, price intelligence, inventory optimization, and store replenishment: • Launched the personalization initiative and campaigns • Completely transformed the loyalty program • Oversaw execution of data analytics platform modernization initiative, including the implementation and operationalization of several value-added AI use cases. • Successfully established Digital Experience Platform (DXP) • Led data migration to the cloud, specifically covering the AI platform.
Alghanim IndustriesDirector - Data & Analytics, Customer Engagement, Loyalty, Center of Excellence
Jan. 2019 - Jun. 2021Kuwait City, KuwaitDirected a large team of professionals, including five direct reports, to manage multiple divisions, including data science and analytics, data management and data governance, loyalty programs management, customer value management, digital product management and technology. Drove company-wide data driven decision-making while setting the business strategy and long-term vision. • Oversaw strategic planning and implementation of a group-wide loyalty and customer engagement program initiative, encompassing customer value proposition, customer journey flows, cross-business unit synergy maps, and operational systems integration. • The number of engaged customers reached 1.1M. • Enhanced data science capability across the group by facilitating the implementation of the customer data platform. • Drove a $37M annual increase in group revenue through customer value management and first-ever data-driven marketing initiatives. • Laid foundation of a centre of excellence to support all group companies.
Dogus Marketing ServicesDirector - Data, Analytics, Digital Corporate Products Management & CRM
Mar. 2015 - Jan. 2019Istanbul, TurkeyDirected a team of 38 members, including six direct reports to oversee data science / analytics, business intelligence, data management, customer value management, loyalty / CRM project management, and corporate product management divisions. Spearheaded group-level digital transformation initiatives, directed Data Management Platform (DMP) and Customer Data Platform (CDP) projects, and served as an Advisory Board Member on loyalty and CRM consultancy projects. • Generated an incremental revenue of $34M annually for group companies through data-driven marketing and value management initiatives. • Increased the number of loyalty members to 4.8M in 2 years through successfully executing the loyalty programme. • Led the data-driven digital transformation and established data analytics, CRM, and business intelligence infrastructure for group companies. • Laid the foundation of the data monetisation business line from the ground up, which resulted in the company's merger with a fintech organisation. • Data monetisation revenue constituted 25% of the company's total revenue, amounting to $57M annually. • Established the loyalty and CRM consultancy business line from scratch.
Perabulvari.comCo-founder & CEO
Nov. 2011 - Dec. 2015Istanbul, TurkeyHeaded a high-performing team of 34 members to oversee functions of commercial, marketing, CRM, IT, operations, supply chain, and finance divisions. • Built and managed a company from the ground up by managing financial, operational, and commercial aspects. • Successfully sold the company to one of the prominent home decoration organisations in the country. • Established a member base of 600K with minimal marketing expenditure by implementing a content and commerce model.
Koç HoldingCorporate Brand Manager
Jun. 2007 - Oct. 2011Istanbul, Turkey• Held the key role of overseeing the Koç corporate brand and its reputation, involving a comprehensive overhaul of brand identity and reconstruction of brand architecture. • Managed, evaluated, and tracked the status of the Koç corporate brand and reputation relative to benchmark companies. • Supervised all Group companies utilizing the Koç name as an endorsement in their business and communication tools. • Oversaw and managed sponsorships and supported various corporate communications and media management projects. • Led creative agencies in crafting the company's publicity and advertising campaigns.
Tanı (Koc Holding Information Group)Data Analytics, Business Intelligence & Customer Insights Manager
Mar. 2003 - May. 2007Istanbul, TurkeyDirected a team of 38 members, including six direct reports to oversee data science / analytics, business intelligence, data management, customer value management, loyalty / CRM project management, and corporate product management divisions. Spearheaded group-level digital transformation initiatives, directed Data Management Platform (DMP) and Customer Data Platform (CDP) projects, and served as an Advisory Board Member on loyalty and CRM consultancy projects. • Generated an incremental revenue of $34M annually for group companies through data-driven marketing and value management initiatives. • Increased the number of loyalty members to 4.8M in 2 years through successfully executing the loyalty programme. • Led the data-driven digital transformation and established data analytics, CRM, and business intelligence infrastructure for group companies. • Laid the foundation of the data monetisation business line from the ground up, which resulted in the company's merger with a fintech organisation. • Data monetisation revenue constituted 25% of the company's total revenue, amounting to $57M annually. • Established the loyalty and CRM consultancy business line from scratch.
TurkcellData Analytics, Market Strategy & Market Research Team Leader
Oct. 2000 - Jan. 2003Istanbul, Turkey• Directed value-added data-driven marketing projects to enhance company profitability, customer retention, loyalty, and wallet share and identify up-sell and cross-sell opportunities. • Played a crucial role in designing the Customer Relationship Management (CRM) System, incorporating advanced data mining models such as behavioural segmentation, value-based segmentation, customer value score, customer lifetime value, vulnerability index, and churn models. • Assessed market segments to determine their attractiveness and strategically selected target segments for marketing initiatives. • Developed positioning concepts for each target segment to enhance market presence. • Conducted in-depth analyses of consumer and business markets, including purchasing behaviour. • Established and organized the pricing and tariff strategy for the company. • Led the Competition Group, contributing to actionable strategic analyses. • Implemented a marketing intelligence system to gather information on relevant developments in the marketing environment.
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