Rahil Ahmed

Product Manager | Data | Analytics | Strategy | IITG
Overland Park, Kansas, USA - 66213

---> As an AVP, Data Insights , Responsible to reduce inefficiencies using Data and optimise Business and Performance metrics of Carsome across SE-ASIA.
---> Built the Carsome’s Data Insights Department for both B2C and C2B Business in all 4 countries (Malaysia, Singapore, Indonesia and Thailand):
---> Reporting to CDO and Working alongside with almost each and every CXO of Carsome,

===> Data Insights (DI) Team with 5 arms will be actively involved in :

A. Decision Science (Pricing, Inventory & Catalogue) – Slash Pricing , Ageing Control, Recommended Car Sort, Customer and Dealer Segmentation, Carsome Capital (Carsome Loans) Market Penetration and PLP Ranking Algorithm

B. Business Analytics and Market Research – BAU Deep Dive reports, Competitors Health Trackers, Partner Performance, IC/EC (Inspection and Expansion) centre Performance reports and Expansion plans, and company KPI trackers (Targeted vs Achieved), Unit Economics Efficiency (COGs vs and GMPU (Gross Margin)), % of Market Penetration and Expansions Proposal backed with Market Research

C. Partners Growth – Cross Platform Customer Acquisition, Partner health Dashboards, External and Internal Incentive Programs, Customer Loyalty Programme , Partner Integration

D. Marketing Analytics – Digital and Retail funnel management efficiency, Trade Marketing (Improving Liquidity with Incentives), Supply-Demand Mix data reports, Reducing B2C Cancellation % and Dealer activity + frequency + dealer churn %

E. Product Analytics – Click through Rate (CTR), Bounce Rate, Attrition Rate, Revenue Per Click, Operational and Retail Efficiency (W.r.t to Man-hours Saved), A/B Testing, Product Feature Insights , Search Volume Analytics, Referral % and Churn Rate

SM, Business Intelligence

---> Interim Head of the Department & Leader of the Business Intelligence Division at SMA (SOCAR and TREVO)
---> Responsible for Performance Metrics of Socar (B2C) + Trevo (P2P) +SBM (B2B)
---> Key KPIs as EBITDA BEP, P&L Management, GMV/Head count (Hiring & budget planning) for Business Intelligence Department

BI Department Holds 3 Teams with 9 Direct Reports ,

---> Team Data Analytics – (Projects and KPIs)
1. Car Price Standardisation - Managing Promo Burns and Coupon Rate %
2. Fraud and Anomaly Detection – Reducing the mis-usage of Marketing activities
3. Host Retention through sorting algorithm – Algo Based on User behaviour patterns, Reducing Host Churns
4. New Services and Product Extensions – Generating Revenue by launching new services Like Custodian (D2D) Service and Mileage Pricing
5. Dashboards and Insights = Daily,Weekly,Monthly Live Dashboards through Redash and Superset. Assisting Investors and Board Director Decks. W.o.W, M.o.M Deep Dive Data Insights to CEO, CFO and GMs

---> Team Data Science – (Projects and KPIs)
1. Risk Score (SCDW) - Insurance Package Based on Accident patterns and user risk behaviour
2. Media Mix Modelling - MMM - Data Science model to understand ratios of User Acquisition Costs vs Marketing Channel , In terms of ROI
3. Insurance Packages - Cost analyses and Revenue modelling to derive the best packaging model based on quotations from insurance partners
4. Price Elasticity and Pricing Sensitivity Analyses – For Cars , Zones and Time zones

---> Team Customer Analytics – (Projects and KPIs)
1. Customer Life Cycle Management- Improving funnel size from Installs to member first Transaction and Second Purchase to Retention Rate and CLTV
2. Customer Segmentation - CRM and Promotional Activities Based on User Behaviour
3. User Retention through Promotions – Improving User Frequency and Activity Period on Platforms
4. Revisit Ratio and CLTV = Increasing Frequency and basket sizes to improve Gross and Net CLTV year over Year

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Manager - Business Intelligence

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---> BI as a team, Monetizes and holds 17% Space of entire SMM group (Socar Mobility Malaysia),

• Managing Business Intelligence Team , Launched 3 Products and Responsible for 4 entities (of SMM) across Malaysia and Indonesia

Responsible for -
• End to End Funnel Management
• Revenue Management
• Back Bone of Launch and Expansions (Malaysia and Indonesia)

Products BI as a team has created at SMM Group~~~

1. SCDW – Super Collision Damage waiver – Introduced SCDW to reduce the Accident Cash Repair Cost and also to recover the Insurance premium for the cars
Link - https://blog.socar.my/2019/11/06/how-to-protect-yourself-with-scdw-super-collision-damage-waiver/

2. SOCAR +(Plus) - Launched A Premium Chauffeured service, introduced this vertical for the customers who can’t drive
Link - https://socar.my/how-to-use/socarplus

3. SBM – Socar Business Mobility – Delivery arm of Socar, Launched SBM (From the scratch) to support local MY firms to deliver their products to the customer’s door step.
Link - https://socar.my/bizmobility

4. Trevo – Peer to Peer Car Sharing platform – Responsible for Customer Acquisition and Revenue Management at Trevo
Link - https://trevo.my/

5. Fuel Product - Fuel Saver packages for people who love to travel long distances using Socar
Link - https://blog.socar.my/2020/10/02/need-extra-miles-fuel-savers-to-the-rescue/

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Assistant Manager - Business Intelligence

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--> Best Employee of the year -2019
--> Responsible for 5% Share of Socar (B2C ) business
Special projects I have launched,

• Special MFT Pricing (Special price for first time Users) - Doubled inflow of the member base
• Night Time Pricing ( Pricing based on Low Utilization hours vs High Utilization Hours) - Yield Management concept - Concept of mapping unsold inventory
• Customer's Lifecycle and lifetime value (LTV) in Socar - End to end of the Funnel Management - Created SOPs, Streamlined process and laid path towards Operations Excellence
• Retention Program and Revisit Ratio - Reducing churn Rate with consistent CRM activities on the inactive groups + Used case base targeting Promos and Coupons to maintain healthy Retention Rates