Summary
Overview
Work history
Education
Skills
Additional Information
Work availability
Timeline
OperationsManager
Ayesha Muhammad

Ayesha Muhammad

Dubai,United Arab Emirates

Summary

  • 15+ years of providing financial, commercial and strategic support to the management from a product & marketing perspective that contributes to the customers digital transformation journey & thereby yield commercial results.
  • 10+ years of strategic and marketing experience in brand development and delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Uses innate influence and negotiation skills to increase brand exposure. Builds positive, productive staff and client relationships for maximised performance and profit.
  • 8+ years of Implementing strategic and tactical marketing campaigns to drive engagement and sales. Bringing solid history of success in boosting program operations efficiency, conversion rates and performance. Well-versed in both online and traditional marketing approaches.

Overview

20
20
years of professional experience

Work history

Global Program Growth / Head of Marketing

Insiyhtcs
01.2023 - Current
  • Account Planning & Mapping: Worked closely with sales teams to develop detailed account plans & mapping strategies, identifying key stakeholders, aligning offerings with client needs, & driving account penetration. Created tailored campaigns for high-value accounts to ensure alignment with long-term business goals & client priorities.
  • ABM Campaign Design & Execution: Launched multi-touch ABM campaigns using personalized content, intent data, & targeted messaging across digital channels.
  • Coordinated marketing efforts to ensure cohesive customer journeys that boosted engagement & conversions.
  • Global Program Growth & Strategy: Directed global marketing strategies & initiatives, aligning them with business objectives to drive brand growth & market expansion. Led joint marketing incentive programs, such as SPIFFs (Sales Performance Incentive Funds), to motivate sales teams & increase product adoption. Conducted regular forecast reviews to assess pipeline health, track sales targets, & generate actionable insights for revenue growth.
  • Sales & Marketing Alignment: Partnered with sales leadership to develop datadriven marketing campaigns designed to drive revenue growth & client retention.
  • Created targeted use cases to highlight product benefits, supporting sales teams & enhancing customer engagement throughout the sales funnel. Regularly engaged in sales planning & business development reviews to align cross-functional strategies.
  • Performance Metrics & ROI Optimization: Established KPIs & performance tracking systems to measure marketing success & optimize ROI. Used analytics to refine strategies, increase qualified marketing leads (MQLs), & continuously improve the sales-marketing funnel.
  • Global Marketing Budget Management: Managed the global marketing budget to ensure efficient resource allocation & maximize marketing ROI. Focused on customer acquisition, brand awareness, & communication quality, ensuring the marketing budget provided maximum value.
  • Sales Pipeline CRM Management: Maintained a clean CRM database for accurate reporting, efficient lead management, & pipeline visibility. Regularly monitored & optimized the sales funnel to improve conversion rates & support data-driven decision-making. Led sales review meetings to track pipeline progress & address challenges.
  • Brand Awareness & Public Relations (PR): Led PR efforts to secure media coverage & boost brand visibility, establishing thought leadership within the industry. Orchestrated high-profile events, both virtual & in-person, to engage with clients & build brand recognition. Managed influencer partnerships to amplify brand messaging & increase market reach.
  • Marketing Content Creation & Demand Generation: Led content creation initiatives like newsletters, whitepapers, case studies, & webinars to engage enterprise audiences & position the brand as an industry leader. Managed demand generation campaigns, incorporating ABM insights to expand the sales pipeline. Directed sales plays & C-level influencer programs to align with global
    marketing goals.
  • Market Research & Competitive Analysis: Conducted in-depth research on market trends, competitive landscapes, & industry dynamics, using insights to shape marketing strategies & strengthen business cases. Continuously analyzed competitors & market intelligence to position offerings as best-in-class solutions.
  • Team Leadership & Agency Management: Led a global marketing team, fostering a culture of innovation & continuous learning. Managed relationships with external agencies & collaborated with sales, product, & leadership teams to ensure alignment with business objectives. Supported the professional growth of team members to maintain a high-impact, collaborative environment.
  • Incentive Programs & Stakeholder Engagement: Designed & implemented incentive programs to boost employee engagement & adoption of marketing campaigns. Managed key relationships with C-level executives & external influencers to ensure consistent brand messaging & drive business growth.

Customer (CX) Partner (PX) Experience Program Lead

Danaher
01.2022 - 12.2022
  • Marketing Strategy & Leadership: Designed & implemented marketing strategies for molecular diagnostics & biotechnology solutions, aligning with business goals in healthcare & life sciences. Jointly planned market strategies with channel partners to ensure alignment on revenue targets & growth objectives.
  • ABM Campaign Development & Execution: Led multi-channel ABM campaigns, including 1:1, 1:Few, & 1:Many approaches, using personalized messaging & dynamic content. Applied industry-specific narratives to address key pain points, speeding up decision-making cycles & driving product adoption.
  • Customer Engagement & Loyalty Programs: Created customer loyalty programs informed by CSAT insights to foster brand advocacy & retention. Conducted surveys to gather actionable feedback, using insights to refine programs & enhance customer satisfaction.
  • Channel Partner Management & Segmentation: Managed a segmented partner portfolio, focusing on high-potential accounts. Led account mapping to prioritize & engage high-value customers, optimizing efforts for maximum ROI & market penetration.
  • NPS Tracking & Performance Improvement: Monitored Net Promoter Score (NPS) to assess customer loyalty & pinpoint areas for improvement. Worked closely with cross-functional teams to address feedback & develop strategies to enhance customer & partner experiences.
  • Sales & Marketing Alignment: Facilitated joint business planning sessions with sales teams, ensuring alignment on account strategies, pipeline health, & forecast reviews. Strengthened collaboration between sales & marketing to optimize lead generation & accelerate deal closures.
  • Market Analysis & Strategic Decision-Making: Analyzed industry trends, market dynamics, & competitor activities to inform strategic decisions & refine commercial strategies. Delivered valuable insights to senior leadership, shaping the regional marketing direction.
  • Budget Management & ROI Optimization: Managed marketing budgets for digital advertising & demand generation efforts, utilizing data tools like Power BI to track performance & optimize ROI.
  • Data-Driven Insights & Performance Tracking: Used analytics platforms such as SFDC & Power BI to monitor campaign performance, track adoption rates, & generate actionable insights for continuous improvement.
  • Cross-Functional Program Management: Directed cross-functional initiatives, working with senior leadership to execute high-impact campaigns. Ensured program success by applying Kaizen methodologies for ongoing improvement & operational excellence.
  • Team Leadership & Development: Led marketing & product management initiatives, surpassing sales goals & driving growth in key sectors. Strengthened team capabilities through skill-building programs, fostering innovation & development within the marketing function.

Regional Program Consultant

Amazon Web Services
12.2020 - 12.2021
  • Event Management & Market Expansion: Played a pivotal role in organizing highprofile events such as the Seamless conference & Amazon Fintech Hub launches, boosting lead generation & introducing fintech products to emerging markets.
  • Integrated ABM & Demand Generation: Integrated ABM & demand generation strategies to accelerate pipeline growth & revenue. Used personalized digital ads & content syndication to engage key accounts & buying committees.
  • Marketing & Partnerships: Led successful market entries for Amazon Stores through strategic marketing & PR efforts, establishing over 20 partnerships with banks & financial service providers, & increasing market share by 10%.
  • Fraud Prevention & Security: Developed AI-driven fraud prevention strategies, reducing incidents by 25% & enhancing customer trust. Collaborated with strategic partners to strengthen payment channel security.
  • CRM Campaign Funnel Management & Customer Engagement: Managed fullcycle CRM campaigns from segmentation to execution, optimizing customer journeys, improving lead conversion, & boosting customer retention. Directed loyalty programs to increase customer lifetime value & repeat business.
  • Cost Optimization & ROI Enhancement: Achieved a 15% reduction in Customer Acquisition Costs, a 30% increase in ROI, & a 20% decrease in operational costs through process improvements & collaboration with finance teams.
  • Cross-functional Team Leadership: Led cross-functional teams to ensure timely feature & service delivery, balancing technical constraints with business requirements.
  • Revenue Growth & Demand Generation: Drove annual revenue growth through targeted digital strategies & demand generation campaigns for payment solutions in the BFSI sector, fostering payment innovation.
  • Data Analysis & Strategic Decision-Making: Analyzed complex datasets to support informed decision-making, optimize resource allocation, enhance marketing effectiveness, & drive product innovation while ensuring compliance & mitigating risks.
  • Change Management & Operational Excellence: Led change management initiatives to promote operational excellence, applying best practices & improving decision-making processes for long-term success.
  • Quality Assurance & Continuous Improvement: Promoted a Zero-Defect culture, identifying root causes of defects & implementing quality assurance plans & performance metrics to drive continuous improvement.
  • Survey & Customer Feedback Management: Designed & implemented customer satisfaction surveys to gather actionable insights, enhancing the customer experience & informing product & marketing strategies.
  • Process Improvement & Global Implementation: Collaborated with technical teams & global process owners to implement process improvements & develop Standard Operating Procedures (SOPs) for worldwide rollout.
  • Executive Engagement & Workshops: Engaged with CxO-level stakeholders, providing strategic insights & facilitating workshops on cloud migration, cost optimization, & service development.

Product & Channel Marketing Manager

Microsoft
01.2012 - 12.2020
  • CRM Strategy & Customer Engagement: Developed & executed integrated CRM strategies to drive acquisition, retention, & lifetime value through omni-channel campaigns (digital, email, social), improving customer satisfaction via personalized experiences.
  • Executive Engagement & ABM: Led Account-Based Marketing (ABM) initiatives targeting C-suite stakeholders, increasing executive-level meetings by 35%, & influencing strategic decision-making.
  • Loyalty & Retention Programs: Designed & launched loyalty programs that enhanced brand loyalty & boosted repeat purchases, reducing churn through data-driven engagement & rewards.
  • Campaign & Performance Management: Managed multi-channel, data-driven campaigns using CRM systems for segmentation, targeting, & ROI analysis.
  • Achieved 130% YoY growth in category sales revenue & 191% YoY business revenue.
  • E-Commerce & Traffic Growth: Developed omni-channel digital strategies that increased traffic & conversion rates by 50% & 80%, contributing to the launch of Microsoft Stores in EMEA.
  • Lead Generation & Content Innovation: Directed lead generation across platforms (YouTube, Google), innovating content & segmentation strategies to enhance lead quality & conversion.
  • Customer Journey Optimization: Analyzed & optimized customer journeys across Microsoft Online stores, leveraging web analytics (Omniture, Google Analytics) to track key metrics (ROI, CTR, CPC, ROAS) & improve user experience.
  • Affiliate & Stakeholder Collaboration: Collaborated with marketing agencies (Wunderman), media buying agencies (Dentsu – Carat), & key stakeholders to maximize exposure across affiliate networks like Criteo, driving e-commerce & store traffic growth.
  • AI-Powered Optimization: Implemented AI-powered A/B testing for real-time optimization, maintaining high user satisfaction (90-95%) & improving operational efficiency.
  • Customer Success & Cloud Adoption: Led the Customer Success Organization in Microsoft MEA, driving cloud adoption & growth for Azure, Microsoft 365, Dynamics 365, & Power Platform, & elevating the Customer Renewal Program to top 3 globally.
  • Revenue & Data Strategy: Developed revenue generation strategies by organizing financial data for effective budgeting & forecasting, optimizing data flows to enhance marketing & customer behavior decisions.
  • Compliance & Data Governance: Ensured adherence to data protection regulations (GDPR), creating company-wide policies & maintaining data integrity in CRM & loyalty programs.
  • Vendor Negotiation & Stakeholder Management: Managed vendor negotiations & aligned external services with business goals. Oversaw project status updates, documentation, & risk management.
  • Training & Technical Communication: Communicated technical information to non-technical stakeholders & delivered end-user training, facilitating smooth implementation of new tools & processes.

Senior Business Excellence Manager

Hewlett Packard
11.2007 - 01.2012
  • Conducted in-depth research into competitor activity, company trends and sales figures to create effective commercial plans.
  • Assessed future expenses, unpredicted circumstances and cash-flow to create annual budgets for company departments.
  • Leveraged supply management experience and industry contacts to streamline distribution activities.
  • Reviewed performance benchmarks and established metrics for future tracking.
  • Applied knowledge of data modelling and statistical analysis to note trends and draw conclusions.
  • Generated weekly reports, detailing findings and advising recommendations for strategic decision making.
  • Devised and led operational changes to generate significant improvements and measurable results in line with business objectives.

Assistant Project Manager

Parsons Corporation
01.2005 - 10.2007
  • Portfolio & Project Management: Lead & manage daily operations of project portfolios & lifecycle delivery, ensuring efficient support for all capital projects.
  • Define & oversee the governance, plans, & structure of the Portfolio Management Office (PMO) to align portfolios, programs, & projects with business objectives.
  • Knowledge Management & Process Improvement: Develop & implement a knowledge management plan to enhance productivity & engagement by effectively managing information, data, & knowledge. Identify & implement continuous improvement opportunities in project management processes.
  • Resource & Capacity Planning: Collaborate with other business teams to create robust resource plans, considering both capability & capacity requirements.
  • Governance & Reporting: Establish & maintain key performance indicators (KPIs) for project management & report progress to executive management. Provide regular project reports to keep stakeholders informed about progress.
  • Stakeholder Management & Communication: Manage stakeholder relationships, ensuring their needs & expectations are met. Coordinate project communications, ensuring clear & effective information flow among all stakeholders.
  • Quality & Deliverable Management: Oversee quality management across all project aspects, ensuring client expectations are met or exceeded. Coordinate & ensure timely completion & high-quality standards for all project deliverables.
  • Team Leadership & Collaboration: Offer guidance to the project team, fostering a collaborative & productive work environment.

Education

Project Management Professional Certification

Project Management Institute [PMI]
2019

B.Sc - Accounting & Finance

London School of Economics & Political Science
2012

Higher National Diploma - Economics

London School of Economics & Political Science
2008

Skills

Hard / Soft Skills:

  • B2C/B2B Marketing
  • Product Marketing
  • Business Planning
  • Negotiations
  • Events / PR Management
  • Management Consulting

Techniques:

  • Go-to-Market Strategy
  • Lead Generation
  • Affiliate Marketing
  • Loyalty Programs
  • Account Based Marketing [ABM]
  • Search Engine Optimization [SEO]
  • Search Engine Marketing [SEM]

Technical & Analytical:

  • Power BI
  • Tableau
  • Salesforce (SFDC) CRM
  • Oracle - Siebel CRM
  • Dynamics CRM
  • Marketo
  • On24
  • CMS Management
  • Sitecore
  • Google Analytics
  • Adobe Suite
  • Jira
  • Trello

Additional Information

  • Jan 2020: Muse Creative Awards - Experiential & Immersive: MICROSOFT SURFACE DEMO ZONE & EXPERIENCE LAB [Issued by Muse Creative Awards: https://museaward.com/winnerinfo.php?id=218388 ]


  • Jan 2019: Muse Creative Awards - Integrated Marketing: MICROSOFT SURFACE VIP INVITE FOR B2B SESSIONS [Issued by MUSE Creative Awards : https://museaward.com/winnerinfo.php?id=3076 ]


  • Jan 2009: IMAGING & PRINTING GROUP EMPLOYEE OF THE YEAR [Issued by HEWLETT PACKARD]

Work availability

Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
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afternoon
evening
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Timeline

Global Program Growth / Head of Marketing

Insiyhtcs
01.2023 - Current

Customer (CX) Partner (PX) Experience Program Lead

Danaher
01.2022 - 12.2022

Regional Program Consultant

Amazon Web Services
12.2020 - 12.2021

Product & Channel Marketing Manager

Microsoft
01.2012 - 12.2020

Senior Business Excellence Manager

Hewlett Packard
11.2007 - 01.2012

Assistant Project Manager

Parsons Corporation
01.2005 - 10.2007

Project Management Professional Certification

Project Management Institute [PMI]

B.Sc - Accounting & Finance

London School of Economics & Political Science

Higher National Diploma - Economics

London School of Economics & Political Science

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Ayesha Muhammad