Kanza Akhwand

Marketing Automation & Campaigns * Manage email and SMS drip campaigns for different product funnels (like Bobtail Zero Mastercard and factoring). * Built and managed multi-step drip campaigns across email and SMS to improve conversion across key lifecycle stages Product Marketing * Work on messaging angles, differentiators, and go-to-market strategies for Bobtail’s fleet card and factoring products. * Created email calendars for product communication and tied them to usage patterns. Platform Transitions * Led the transition from HubSpot to Customer.io, streamlining lifecycle email campaigns while maintaining Salesforce workflow integrity Data Tracking & Integration * Implemented tracking enhancements through Google Tag Manager and GA4, enabling accurate attribution of HubSpot form submissions and user journeys Creative Messaging * Write and refine marketing copy for emails, and blog posts. * Create value-driven content to increase application completions and card activations.

MeasureCamp is an open, participant-driven “unconference” for the data and analytics community, where the schedule is created on the day and anyone can lead a session. It’s a fast-paced, collaborative environment where marketers, analysts, product managers, and data enthusiasts share ideas, solve problems, and connect. I volunteer on the Social Media and website side, and on event day—when everyone is running around—I’m right there in the mix, helping wherever needed to keep things moving and the event running smoothly.

Lead the Performance Marketing Function * Developed and executed strategic plans to improve customer acquisition, resulting in 50% increase in downloads and decreasing CPI. * Led cross-functional teams to align marketing and business goals, fostering collaboration and achieving consistent results. * Spearheaded innovative initiatives that drove customer engagement throughout the customer journey. * Implemented growth experiments to achieve rapid and sustainable business growth. * Collaborated closely with the Product team to facilitate the setup of Mobile Measurement Partners (MMPs) and customer engagement tools, ensuring seamless integration with marketing efforts. * Played a pivotal role in gathering and refining requirements for MMP and customer engagement tool integrations to meet business and marketing objectives effectively. * Conducted rigorous QA testing of MMP and customer engagement tool implementations to guarantee accurate data tracking, optimal user experiences, and error-free functionality. - As manager of the Sales Function * Improved amount per new customer by 45% * Increased mqls to sqls from 64% in the past to 90% * Setup systems to audit Bookings calls and improve customer satisfaction

• Growth Optimization: Developed and executed growth experiments and strategies to identify and implement ideas for improving key performance indicators (KPIs) related to growth. • Cross-functional Collaboration: Collaborated closely with product, verification, and marketing teams, working side by side to address growth challenges and achieve business objectives. • Scalable Growth Strategies: Developed and implemented scalable growth strategies, leveraging a combination of organic and paid channels to rapidly expand user base. • Customer Life-cycle Management: Successfully hacked the customer life-cycle process, including running campaigns and collaborating with product teams to implement features and enhancements.

• Developed detailed budget plans and tracked expenses to make informed decisions, resulting in cost-effective and efficient use of resources. • Demonstrated strong financial acumen, negotiating favorable contracts with third party vendors to secure the best value for the company. • Scheduling and planning for Facebook RnF and other Media Buying and other Performance Management • Setting up App Promotional Ads for both iOS and Android • New Feature Productions and Digital Marketing • Create and implement a digital mechanism to increase awareness of bSecure for Customers • Increase number of customers and orders • Set up a rewards system with promotion for increasing acquisition and activation. • Performance Marketing and Ads on Linkedin, Google, Facebook. • Operations Management of all Marketing Activities.

* Developed and executed impactful strategies that significantly increased DAU/MAU, stickiness aligning with overall business objectives. * Led initiatives to enhance user retention by identifying and addressing pain points, resulting in increased user satisfaction and prolonged engagement. * Implemented A/B tests and gathered user feedback to refine product features, fostering a culture of continuous improvement. * Collaborated with product, marketing, and support teams to ensure cohesive strategies that addressed both short-term and long-term goals. * Achieved measurable results, including improved DAU/MAU ratios and enhanced user retention rates, showcasing a direct correlation between implemented initiatives and positive business outcomes.

• Improved reliability of content push notifications by 95% by developing a process for monitoring, handling and preventing errors. • Developed and executed a digital adoption strategy for retailers resulting in a increase in sales and a increase in organic customers. • Increased Digital Retailers retention from 85% to 96% by creating and implementing a digital strategy that included weekly check-ins and daily phone calls • Worked with Marketing on Tier1 campaigns to ensure the success of the campaign by analyzing the results of the campaign and providing insights on how to improve the campaign in the future. • Worked with Growth/Sales to earn customers' trust by improving their online shopping experience, thereby reducing the need for Sales Agent resources. • Achieved 10% growth in Organic GMV month-over-month, by leveraging marketing analytics to identify and capitalize on growth opportunities • As a Digital Performance Lead, improved the digital acquisition of retailers by implementing a process for people to sign up without app training, resulting in a increase in people ordering via App • Manage team that looks after Visual Merchandising of the App and all digital retailer engagement for Karachi, Islamabad, Jeddah and Riyadh • A/B test different ways to improve conversion rate by creating and analyzing the data of A/B tests and creating a personalization strategy. • Created campaigns to increase Orders, GMV and Referral of the previous quarter by creating new messaging that resonated with the target audience, increased the frequency of the campaign and decreased the cost to deliver a message. • Plan out User Research calendar and establish a quarterly UX metric to ensure all new initiatives are user-centric and that the user experience is continuously improved upon. • Supervised the translation of static App elements by collaborating with marketing teams of different countries to ensure that the translations are accurate and consistent with the original text

- Optimize CS Activities - Use data to drive marketing efforts, both for new campaign launch and product launch - Optimize Customer Retention through creative problem solving - Monitor web analytics and internal data sources. - Analyse trends in orders and customers to improve sales revenue. - Constantly optimize marketing activities to improve return on investment. - Analyze and recommend modifications to ad spends. - Optimize marketing budgets to maximize Cost per Acquisition (CPA) and efficiently scale new customers acquisition - Prepare reports and analyse conversion numbers. - Used On Page SEO to improve organic clicks by 184% - Oversee move to new ecommerce platform PPC | Facebook ads | SEM / SEO

- Working with Product Team and Vendor team to bring technology upgrades - Working on technical SEO with IT and Product Team - Looking at data to improve UX, and drive product induction. - Working on On Page SEO to improve reach and ranking - Supervising timely executing of Marketing Plan with respect to email, content, SM, and paid marketing. - Supervising Design team for content creation, and helping them learn new skills - Training my team in new skills for easy of work and human resource optimization. - Making growth and awareness plans for different brands that worked with Yayvo like RB, Dipitt, Creative Rhythm. - Work with FMCG brands like Mehran foods, Active Foods etc to grow their footprints on Yayvo and expand customer base.

- Improved website updating process cutting down on time and human resource - Implemented User ID tracking on GA - Automated WoW, MoM, YoY reporting using mySQL and Data Studio - Innovated PSL 5 ticket sales to be mobile first to help cut down customer fatigue. - Measuring brand awareness, study buyer sentiment and track marketing metrics to improve company performance. - Emphasizing social media performance tracking and improvement. - Understanding the product and customer profile. Producing an accurate summary of total spend at the end of a marketing campaign. - Undertaking detailed ongoing analysis of marketing campaigns to ensure targets are met. - Advise in the production of ongoing competitor analysis and reporting, with particular reference to pricing, presentation and promotion. - Incentivizing customer retention through the Golden Tickets Program on Yayvo Tickets. - Working with Salt Arts, PCB etc for tickets growth - Working with brands like GSK, Colgate Palmolive, Jaza Foods etc for their branding and growth on Yayvo.

- Solving customer complaints - Contacting customers via Call, SMS and Email - Training new interns - Being part of a wonderful team - Part of Yayvo.com's Black Friday Squad - Part of Yayvo.com's Yayvo Cricket Festival Squad - Part of Yayvo.com's What The Price Squad - Headlining all PSL Tickets related complaints. - Part of beta testing team for QA of new ticketing vertical - Conducting NPS and customer satisfaction survey. - Circulating NPS within company and determining areas of customer dissatisfaction for improved customer experience. - Started policy of gauging customer satisfaction after every complaint. - Served as backup for social media lead, which included writing captions, preparing posts and graphic design. - Debuted new customer complaint portal to bridge the gap between company and customers - Started new vendor complaint portal to facilitate vendors and vendor management team. - Worked with Product Team to bring innovation and improvement to existing infrastructure