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Click here or scroll down to respond to this candidateCandidate's Name
PHONE NUMBER AVAILABLE EMAIL AVAILABLE NEW YORK LINKEDINPROFESSIONAL EXPERIENCEHEAD OF PRODUCTAI Technologies E-commerce Ad tech Product Management Candidate's Name is a consumer growth-focused product leader with deep expertise in data analytics, e-commerce and advertising, powered by applied machine learning. She leads teams of product managers and engineers to innovate and create AI-driven solutions that directly enhance consumer experiences and engagement. Her strength lies in building user-centric platforms and developing AI models that not only solve user challenges but also drive significant consumer growth and engagement. With extensive experience in team management, Asma fosters an environment of innovation and growth, focusing on strategies that enhance consumer experiences and business outcomes. CORE COMPETENCIESDigital Transformation Strategy E-commerce B2C, B2B, B2B2C SaaS Innovation at Scale Data AnalyticsProduct Roadmaps Design thinking IoT Consumer Growth Automation Executive Engagement Transformation Storytelling Advisory Financial Acumen Business Operations People Management Effective Communications Monetization Strategies Consumer Goods and Services Retail Gaming Independent Consultant New YorkMarch 2023 to dateVenture Capital and Private Equity FirmsVP Product Consulted on assessing product-market fit to align business goals with market demand Devised product strategies, developed comprehensive roadmaps, and established prioritization criteria to guide execution and drive growth Led resource planning initiatives for optimal allocation of team members and budgets Evaluated and established effective product management systems to streamline development processes Facilitated stronger engineering-product partnerships by implementing cohesive structures for collaboration Guided the development of product goals and key performance indicators (KPIs) to track and achieve success Meta New YorkHead of Product - Advertising & ML/AI April 2022 to February 2023 Managed a $12 billion ads business, focusing on automation and ML technologies to maximize consumer reach and engagement across app advertisers. Led data analytics initiatives to effectively manage product performance, identify gaps, and drive the launch of new products, ensuring alignment with customer needs and market trends. Developed on privacy-preserving consumer growth focused optimization products and ad targeting models, resulting in a $6 billion untapped revenue opportunity through improved in-app advertising experiences for consumers. Protected and grew the App Ads business via developing state-of-the-art neural network models and novel privacy-preserving Optimization Products based on deep understanding of problems related to app ads segments, verticals, and business models Responsible for advertiser experience workflows that build new products, unblock new revenue opportunities, and improve usability, performance, and insights, and as a result, grow long term App Ads revenue at Meta Developed solutions to mitigate effect of signal loss on performance and measurement for both iOS as well as Android Built neural network and graph learning ML models for ad targeting, delivery, measurement, and brand safety Identifying untapped revenue opportunity of $6 billion and building 0-1 ads product for advertisers to optimize for in app advertising and revenue Partnered with horizontal cross functional teams on signal loss mitigation products Managed a team of 6 product managers and working with 70+ engineers PepsiCo New YorkGlobal Director Product eCommerce & ML/AI August 2020 to April 2022 Spearheaded the transformation of PepsiCos eCommerce platform, focusing on B2C engagement and retention. Implemented advanced ML-driven personalization and recommendation engines that enhanced consumer shopping experiences, leading to a tripling of marketing ROI and significantly increasing consumer base and loyalty. Reported to Sr. VP Product and Engineering. Built a data analytics tool delivering a multi-dimensional view of consumers, including behaviors, interests, and product purchase preferences. It allows industry-leading capabilities for data augmentation, dynamic audience profiling, targetable insights and data activation with our key media platforms and channels. Designed and implemented e-commerce platform (desktop and native) for PepsiCo B2B and B2C including order automation, subscriptions, payment solution, subscriptions, customer specific pricing, recommendation engine, analytics and customer specific pricing with SAP and Salesforce integration. Reduced cost of operations 10% with 40% retailer adoption of the e-commerce platform in 2021 Developed a data platform for ML models and built a dashboard for data management and deployment of analytics for internal customers. The dashboard was used to evaluate and verify the data by the end users. Designed a ML based multivariate model on sales volume that quantifies impact of marketing activities, price, distribution as well as exogenous factors to determine their impact on sales. The objective was to optimize the impact of $2.5 billion marketing spent per year. Increased the ROI on $2.5B marketing spent by 3X through recommendations based on ML multivariate model Created an in-house campaign management platform for Amazon, Target, Walmart and Kroger with machine learning powered targeting and keyword recommendations Led a team of 5+ product managers and a UX designer and worked with a team of 80+ engineers and data scientists eBay New YorkGlobal Product Lead Product Advertising ML/AI, Recommendations Sept 2019 to June 2020 Managed eBay advertising team and developed new as well as optimized existing sponsored recommendation ML algorithms. Led data analytics efforts for A/B testing and developing consumer profiles to enhance the recommendation engine with more informed, data-driven insights. Pioneered the development of ML algorithms for personalized consumer recommendations, driving a substantial uplift in user engagement and purchase intent. These enhancements resulted in a marked 40% increase in conversion rates, significantly boosting eBays consumer growth and revenue. Built ML model to ensure brand safety and governance of Not Safe for Work content Designed and implemented personalized and contextualized page layout for higher conversion using ML Developed and executed product strategy for site wide sponsored recommendations as well as UI design Designed Advertising API strategy and implementation plan for sellers on eBay Managed $800M P&L for eBay Advertising and outperformed the key performance metrics Successfully shipped internal architecture for rendering product page using API and asynchronous loading leading to 40% increase in conversion rate Supported team with market and opportunity sizing, segmentation and competitive analysis Led a team of 4 senior product managers, A/B test coordinator and data analysts to implement personalized product recommendations using machine learning at eBay advertising Experience of hiring and managing employees career development Amazon New YorkSenior Product Manager Search Advertising ML/AI July 2016 to Sept 2019 Led the creation of a B2B SaaS product that provided actionable insights and benchmarks to Amazon sellers, improving their ability to attract and retain consumers. This initiative contributed to a 15% increase in advertising revenue by optimizing search advertising strategies and enhancing the consumer purchase journey. Successfully designed and delivered a data platform solution that streamlined business development processes for media agencies and Amazon sellers, leveraging data analytics to improve efficiency and reduce time-to-market. Developed and executed 2-year product feature roadmap for Search API Ran A/B tests to study product impact Worked with cross functional teams to influence and get product alignment Managed a team of product manager, data scientists and business insights manager Product managed Alexa enabled features on third party mobile devices for Alcatel, Motorola, and LG sold as Prime Exclusive Phones leading to 150% achievement of sales target. Evaluated customer journey and experience within Amazon ecosystem, built a single sign-on on android mobile devices to provide a seamless experience of all Amazon services increasing customer LTV by 130% Customized buyer experience on the device with personalized offerings through widgets pre-installed Enabled new functionalities to improve on-line customer experience on Amazon reducing the customer journey to 5 minutes as compared to 60 mins in a brick and mortar store Worked with the marketing and retail teams to improve NPS score, strategized and implemented measures to improve the score. Conducted technical scoping and resourcing exercise for enabling new functionalities Used machine learning for modeling based on prices, market share, competition and device specifications to inform portfolio selection Analyzed device sales to correct market price and develop promotions for devices Worked with cross functional teams to get alignment on product business case and roadmap Exercised Agile methodology in product development Experience of working with SaaS productsCoffey International PakistanHead of Product April 2011 to August 2014 Led a team of 14 product manager through design and implementation of content management platform Managed a budget of $7 M for development of SaaS based solutions Organized quantitative and qualitative research to understand user pain points and develop KPIs to monitor the performance of the delivered product solutions Managed a team of 14 product managersChemonics International Islamabad PakistanSenior Product Manager March 2010 April 2011 Drafted and implemented projects for economic development funded by USAID Supervised qualitative and quantitative research to assess the potential areas for economic development and developed relevant country strategyBritish American Tobacco Pakistan, Sri Lanka and Bangladesh Regional Head of Product Jan 2007 to Dec 2009 Successfully lead a cross functional team of on developing technology tools for content management across different geographies Prepared and executed five-year product strategy for Pakistan, Sri Lanka and Bangladesh ICI Limited PakistanSenior Product Manager Jan 2005 to Dec 2006 Managed the product development for paints business Ran product council and responsible for product roadmap and its execution EDUCATIONUniversity of California, Berkeley Berkeley, USMasters of Information and Data Science Concentration: Applied Machine Learning & Natural Language Processing with Deep Learning Harvard Kennedy School Cambridge, USMasters in Public Administration Concentration: Economics and International Finance Award: Presidential FellowshipLondon School of Economics and Political Science London, UK Masters in Science Concentration: New Media & Technology Platforms |
