Harris Shahzad

. Managed $4M+ per annum marketing budget for Careem Pay across digital marketing (SEA,SMM) and consumer lifecycle management (CRM) resulting in 10x growth in GTV YoY. . Strategized Careem Pay’s biggest brand awareness campaign reaching 5M+ users resulting in awareness uplift of 30% and consideration uplift of 12%. . Built an automated Marketing calendar using AI tools for socials, CRM and in-app communications and effectively incorporated seasonal trends. . Led the full rebranding of Careem Pay with respect to visual, content and product flows in tangent with multiple cross-functional teams (Creative, social, product, engineering, operations). . Created user segmentation and execution of targeted CRM campaigns to achieve KPIs (CTR, CVR, ROI) which resulted in 2.5x sessions, a 30% increase in CTR, and increased revenue contribution by 66%. . Performed extensive AB testing of Content, Frequency, Segments, and Time; generating useful insights for overall business. . Mapped automated flows, and recurring campaigns for onboarding, activation, conversion, retention and loyalty programs throughout the customer journey. . Worked on email marketing and WhatsApp campaigns which resulted in a 20% increase in reactivation with 1.6x higher Open Rates and 10% higher click-to-lead CVR. . Successfully led partnership campaigns with Tanishq, Trip.com, and OKX resulting in 3x acquisitions and 2x increase in revenue. . Analyzed Full funnel journey of app and web using braze, insights, amplitude, and reported dashboards to relevant stakeholders.

Devised CRM strategy for engagement, retention, and reactivation by using push notification, in-app, email, and WhatsApp for a user base of 3M across the MENA region increasing GMV contribution. • Creation of User segmentation and execution of targeted CRM campaigns to achieve KPIs (CTR, CVR, ROI). • Performed extensive AB testing of Content, Frequency, Segments, and Time generating useful insights for overall business. • Planned CRM calendar by coordinating with cross-functional teams, including category, content, creative, product and data teams to optimize campaign strategies, and launch new initiatives. • Mapped automated flows, and recurring for onboarding, activation, conversion, retention and loyalty programs throughout the customer journey. • Executed sales, promotional, awareness, celebratory, loyalty, and advocacy-related manual and event-triggered campaigns to drive engagement and conversion • Utilized multiple segmentation strategies like RFM, CLV analysis, and behavioral segments to create relevant cohorts resulting in improved engagement rates and traffic quality. • Worked on email marketing and WhatsApp campaigns which resulted in a increase in reactivation with higher Open Rates and higher click-to-lead CVR. • Analyzing Web and app analytics to understand full funnel journey metrics using MoEngage, Branch, GA, and reporting dashboards to relevant stakeholders.

. Led the media & partnerships for 2 mega events (Car Mela) for Pakwheels, collaborating with over 100+ major influencers, 10+ news channels, and all top automotive brands in Pakistan. . Optimized customer segmentation (Make, model, variant) and delivery times for Push Notifications by conducting . A/B testing, resulting in a 24% increase in lead generation for used cars. Collaborated with the product and dev team to solve multiple in-app bugs and errors at the campaign and product levels.

• Managed apparel marketing project over 17 categories covering digital productions and marketing communication on app and web. • Devised detailed campaign strategy to initiate automated app journeys and brand launch communication with improved artworks resulting in 2.3x CTRs and 1.9x brand uplift. • Coordinated with cross functional teams including business, content and design to utilize consumer insights and its incorporation in artworks and communication. • Planned and executed our CRM Strategy and delivered push notification, in-app push and web notifications which resulted in generation of around PKR 30m in sales with 15% increased conversion rates. • Created workflows for seasonal campaigns using Moen-gage such as Eid, Ramdan, Mother’s Day, & Independence Day. • Maintained a weekly and monthly reporting process to share achieved KPI like CTRs, Open Rates, and Revenue with key stakeholders using excel and asana. • Responsible for social media marketing communications on Instagram, Facebook and YouTube to deliver brand comms and maintain category collection visibility.

Performed General Audit of an NBFC in Vihari. I executed site visits, and inventory counts, checked fixed assets and current assets, and aided in reconciling of overall balance sheet. Reported over 20 discoveries in statement of significant matters.

Coordinated with sales and procurement department and documented import and tax reports. Devised strategic marketing plans for 30 B2B clients and evaluated progress reports for International Clients. Presented comparative ROI analysis report and successfully retained 2 clients related to the weaving sector

Led a team of 4 interns in a fund-raising project and brought in 2 donors to sponsor education for 9 children. Promoted the “Teach for change” campaign in Faisalabad and collated a team of 25 volunteers. Conducted career counseling and leadership sessions in 4 underprivileged schools with a collective audience of 2000 students.