SHEREHAN ABDELSALAM
Abu Dhabi
Summary
Results-driven Business Analyst with 10+ years of expertise in consumer insights, data analytics, and campaign optimization. Adept at leveraging data to drive business decisions, improve customer engagement, and deliver measurable growth. Skilled in SQL, Tableau, UNICA, and SSRS, with a proven ability to manage cross-functional initiatives and influence strategic outcomes.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Specialist- Data Integration-Customer Insights
Abu Dhabi Commercial Bank
09.2020 - Current
- Utilized customer segmentation and behavioral insights to identify upselling and cross selling opportunities.
- Involved in design, developing and ensuring execution of high-impact marketing campaigns using existing analytical models, customer segmentation, and insights to maximize ROI.
- Design and implement lifecycle programs to optimize customer value across all touchpoints.
- Leverage digital platforms, behavioral analytics to ensure seamless cross-channel communication (email, SMS, mobile, PNs, social media, hyper personalization).
- Utilize machine learning models and dynamic personalization techniques to deliver tailored recommendations, targeted promotions, and hyper-personalized customer experiences.
- Monitor business performance through reviews for the retail banking group and effective mechanism to track post campaign behavior of customers for flagship campaigns to ensure data driven evidence for the returns on the cost incurred to change customer behavior or enhance cross sell.
- Led UAT, Production and sign off of multiple Projects and system enhancements to improve efficiency.
- Collaborated with strategic stakeholders to identify target audiences for marketing campaigns, aligning objectives with customer needs and market trends.
- Designed and implemented dashboards enabling real-time monitoring of customer behavior.
- Build and maintain insightful dashboards using Tableau, Power BI, and SSRS to drive data-driven decisions.
- Ensuring data accuracy, availability and consistency to support business for critical decisions.
- Collaborate, with cross-functional teams to automate reporting and enhance analytical capabilities.
- Supported digital benchmark studies, customer growth and value studies and digital SR migration analysis by providing key sales, performance and digital data to McKinsey team.
- Delivered actionable insights to management through comprehensive reports and presentations.
- Partnered with McKinsey for benchmarking to compare the bank's performance against competitors, identifying areas for improvement and growth.
- Proficient in various software such as Microsoft SQL Server, Microsoft Visual Studio, Tableau.
- Skilled in managing campaigns using UNICA and proficient with Advanced Excel, Word, and PowerPoint.
Business Analyst- Customer Analytics
Abu Dhabi Commercial Bank
08.2019 - 09.2020
- Handled Branch Banking performance and analytics.
- Created managerial information systems (MIS) for Regional Managers and Sales teams.
Business Intelligence & MIS- Retail
Union National Bank
08.2015 - 07.2019
- Prepared and managed management reports, including monthly, quarterly, and annual summaries, tailored for use across multiple departments.
- Contributed to the development and launch of innovative products.
- Worked with core processor and Information Technology to automate and schedule report generation.
- Examine diverse data types.
- Utilized SQL techniques to gather and evaluate information.
- Utilized CRM and OBIEE tools to extract and segment data.
- Utilized T24 core banking system to verify data accuracy.
Cash Operation, Teller, Salam Branch
Union National Bank
06.2013 - 08.2015
- Performed daily financial and non-financial transactions.
- Maximize branch profitability and increase market share by cross selling bank products.
- Handle different IPOS.
- Enhance customers satisfaction and depth of relation by improving the quality of service.
- Adhere to all policies and procedures.
Education
Bachelor's Degree - International Business and Languages
Paris Sorbonne Abu Dhabi
01.2012
Scientific French Baccalaureate - undefined
Lycée Louis Massignon
01.2009
Skills
- Customer Behavior Analysis and Cross-Selling Strategies
- Problem-solving
- Time Management
- Teamwork and Collaboration
- Communication and Interpersonal Skills
- Learning Ability, Punctuality, Reliability
- Responsibility and Maturity
Certification
- Accounting for Non-Accountants EIBFS Apr 2018 - Apr 2018
- Excel Advanced EIBFS Mar 2019 - Mar 2019
- Certified Data Science Practitioner (Level 1) Synapses. AI Mar 2019 - Mar 2019
LANGUAGES
Arabic
English
French
Spanish
INTERNSHIPS
- Trainee Union National Bank Aug 2011 - Sep 2011
- Internship in 5 different departments: Customer Service Representative, Retail Credit Services, Credit Cards Services, Corporate Credit Department and Total Quality Management.
- Department Executive-Trainee, Advertising Viola Communications LLC Jul 2012 - Jul 2012
- Conducting field and desk research to support briefing and proposal development for current and new business clients.
- Marketing/Sponsorship Executive MediaLab Nov 2012 - Nov 2012
- Marketing/sponsorship executive for Abu Dhabi International Environmental Film Festival Organized by Media Lab.
References
References available upon request
Hobbies and Interests
Tennis, Acting, Volleyball, Badminton, Paddle
Extra-Curricular Activities
University Ambassador in the PSUAD Program Paris Sorbonne University in Abu Dhabi Escorts schools or individuals to take a tour in the university and to know more about the different programs.
Timeline
Specialist- Data Integration-Customer Insights
Abu Dhabi Commercial Bank
09.2020 - Current
Business Analyst- Customer Analytics
Abu Dhabi Commercial Bank
08.2019 - 09.2020
Business Intelligence & MIS- Retail
Union National Bank
08.2015 - 07.2019
Cash Operation, Teller, Salam Branch
Union National Bank
06.2013 - 08.2015
Scientific French Baccalaureate - undefined
Lycée Louis Massignon
Bachelor's Degree - International Business and Languages
Paris Sorbonne Abu Dhabi
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