About
Results-driven Business Analyst with 2+ years of experience in the e-commerce and growth domain, translating product, customer, and marketing data into strategic business decisions. Experienced in partnering with cross-functional stakeholders — Product, Marketing, and Leadership — to define KPIs, evaluate experiments, and drive measurable outcomes including a 17–20% uplift in Add-to-Cart rate and 12–15% improvement in customer retention. Proficient in SQL, Python, Power BI, and Adobe Analytics, with strong capabilities in requirements gathering, data storytelling, and business process optimization.
Skills & Expertise
No skills listed yet
Work Experience
Business / Data Analyst
Group Bayport
Oct 2023 - Present
Partnered with Product, Brand, and Marketing teams to gather and translate business requirements into analytical frameworks, defining KPIs across Add-to-Cart (ATC), Conversion Rate, Retention, CAC, and LTV to enable structured performance tracking. Facilitated stakeholder workshops to align on experiment hypotheses for A/B tests; communicated findings through Power BI dashboards and structured business reviews, influencing product decisions that led to a 17–20% improvement in ATC rate. Prepared business requirement documents (BRDs) and analytical briefs for customer-facing initiatives, ensuring alignment between data insights and product roadmap priorities. Identified a gap in last-click attribution causing misallocation of marketing spend; designed and implemented a Multi-Touch Attribution model across 6+ channels, reassigning ~30% of budget away from over-credited SEM touchpoints and improving ROI visibility by 25%, directly informing channel investment strategy. Developed RFM (Recency, Frequency, Monetary) segmentation to identify high-value customer cohorts; worked with CRM and paid media teams to define targeting strategies, improving acquisition efficiency and reducing over-dependence on SEM. Conducted cohort analysis and behavioral segmentation to diagnose churn drivers, resulting in targeted re-engagement campaigns that improved customer retention by 12–15% within four months. Spearheaded the implementation of Adobe CDP and Customer Journey Analytics (CJA), enabling unified customer data activation across CRM, SMS, WhatsApp, and Paid channels — reducing manual reporting effort and enabling near real-time audience targeting. Automated recurring reporting workflows using Python and SQL, cutting manual report generation time and freeing analyst bandwidth for higher-value strategic work.
Education
Bachelor of Engineering — Mechanical Engineering - J.C. Bose University of Science and Technology
2019 - 2023 · Afghanistan
Certifications
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