lina Ali

<p>Lead the company’s Data & Analytics strategy across 10+ markets, aligning BI capabilities with commercial, product, marketing and executive priorities to support scalable growth.</p><p> Built and lead a high-performing analytics function, expanding self-service analytics and embedding data-driven decision-making across business teams.</p><p> Own executive performance reporting and board-level business reviews, combining KPI frameworks, dashboards and strategic narratives to guide leadership decisions.</p><p> Established scalable data architecture and enterprise governance frameworks, strengthening reporting reliability, metric consistency and the organisation’s single source of truth.</p><p> Direct commercial performance analysis across customer, marketing, product and finance, using forecasting, scenario planning, profitability analysis and market sizing to identify growth opportunities.</p><p> Partner with executive leadership on resource allocation and strategic initiatives using ROI-driven insights, market assessments and business-performance analysis.</p><p> Built enterprise customer analytics capabilities including 360° customer views, segmentation and lifecycle analysis to support marketing effectiveness and retention.</p><p> Deliver high-impact commercial diagnostics including GMV bridges, market-share assessments, OOS opportunity modelling, pricing analysis and product-level profitability.</p>

<p>Established and scaled the enterprise BI function, building reporting platforms, data warehouses and dashboards that became a foundation for strategic decision-making.</p><p> Led and developed the BI team and partnered with senior stakeholders across Commercial, Marketing, Finance and Operations to embed data-driven decision-making.</p><p> Owned business planning, forecasting, budgeting and target setting, developing scenario models supporting revenue planning, financial forecasting and long-term strategy.</p><p> Managed annual marketing budgeting and investment allocation across countries and acquisition channels, optimising spend through ROI analysis and performance monitoring.</p><p> Partnered with C-level leadership to establish KPI frameworks, monitor organisational performance and align departmental objectives with business strategy.</p><p> Led implementation and integration of Tableau, Google Analytics 360 and Mixpanel, while overseeing ETL, data governance and reporting quality.</p><p> Improved reporting efficiency by 75% and reduced data discrepancies by 80% through process improvements and stronger data-quality controls.</p>

<p>Established and scaled the enterprise BI function, building reporting platforms, data warehouses and dashboards that became a foundation for strategic decision-making.</p><p> Led and developed the BI team and partnered with senior stakeholders across Commercial, Marketing, Finance and Operations to embed data-driven decision-making.</p><p> Owned business planning, forecasting, budgeting and target setting, developing scenario models supporting revenue planning, financial forecasting and long-term strategy.</p><p> Managed annual marketing budgeting and investment allocation across countries and acquisition channels, optimising spend through ROI analysis and performance monitoring.</p><p> Partnered with C-level leadership to establish KPI frameworks, monitor organisational performance and align departmental objectives with business strategy.</p><p> Led implementation and integration of Tableau, Google Analytics 360 and Mixpanel, while overseeing ETL, data governance and reporting quality.</p><p> Improved reporting efficiency by 75% and reduced data discrepancies by 80% through process improvements and stronger data-quality controls.</p>

<p>Built core BI infrastructure for the business unit, including reporting processes, databases and dashboards, and served as a central point of contact for business data needs.</p><p> Supported and led critical BI initiatives that strengthened strategic decision-making across the organisation.</p><p> Developed executive dashboards and analytics using Tableau, Power BI, Mixpanel and CleverTap, translating business questions into actionable insights.</p><p> Built unit-economics and customer analytics covering LTV, CAC and cohort performance to support profitability and growth decisions.</p><p> Analysed business performance and market conditions, producing forecasts, KPI tracking and performance-improvement recommendations for senior management.</p><p> Led preparation of reports and analytics presented to the board and investors, while supporting data quality and information-governance standards.</p>