Zohaib Mustafa

• Led enterprise-wide Data Governance initiatives to optimize costs, improve reporting effectiveness, and ensure compliance with governance policies, including the launch of the Governance 360 program to profile data tool users, monitor spend, and track assets across dashboards, tables, and processes. • Designed and maintained scalable data pipelines and ETL frameworks (from ingestion to aggregation), reducing manual work by 80% and enabling real-time integration for cross-functional reporting and analytics. • Built and optimized data models based on usage frequency, cutting costs tied to raw ingestion queries and delivering reliable models for Finance, Campaign, Commercial, User Growth, and User Engagement teams. • Developed automation solutions using Python and Shell scripting to streamline workflows, enable automated decision-making for delayed tables, resolve incidents faster, and improve team performance scoring. • Created and maintained interactive dashboards and analytical reports (churn, LTV, transaction KPIs, frequency, conversion rate, financial metrics, and ad-hoc requests) to support strategic decisions by senior leadership and business stakeholders. • Partnered with cross-functional teams to optimize mega campaign strategies, provision additional cloud resources for traffic spikes, and ensure application scalability, performance, and operational efficiency during high-demand events. • Drove measurable business impact by improving customer retention by 13%, increasing category share by 11%, and contributing to a 6% rise in overall market share, while also reducing infrastructure costs through optimized data storage, retrieval, and automated asset categorization.

• My responsibilities include providing advanced Consumer analytics to identify opportunities that shape the strategy of User Experience. I also oversee the CRM data model of the company in collaboration with the CDT & CN Data team. • Managed technical migration of Daraz lifecycle campaigns (NUJ, Retention, Loyalty, Coins). • Campaign Technical Deliveries include: SQL audience segmentation, Responsys troubleshooting, AB Testing, Response Analytics • Creation of the organization's CRM data model to new in house tool. • Analytics provided to brand stakeholders and Senior Leadership Team include: Churn rates, LTV of consumers, Transaction value KPI’s, Frequency, CR, on demand Ad Hoc requests, etc • Monitoring deliverability KPI’s per brand and advising on deliverability improvement and best practice, intervening where required. • Data extraction, analysis and presentation through reports and dashboards.

• Worked on data extraction through SQL • Made rules to reduce the prohibited and counterfeit assortment • Working on content quality check of products uploaded by sellers • Liaison with vendor managers and supporting them in priority tasking