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Senior Finance Analyst | Commercial Analytics & Experimentation | Open to Work | Helsinki, Finland
Business Intelligence & Data Analyst | Turning Complex Data into Strategic Impact Senior Data Analyst with 7+ years of experience in pricing analytics, commercial experimentation, and growth analytics — primarily across e-commerce and travel-tech. I specialise in the full analytics cycle: designing and running A/B experiments, building scalable measurement frameworks, and translating data into decisions that move commercial metrics. At Alibaba (Daraz), I led pricing transformations that moved company margin from -3% to +2%, cut month-end reporting cycles from 5 days to 1, and built profitability dashboards used directly by senior commercial leadership. At Afiniti, I led a 10-person analytics team delivering AI optimisation programmes for Vodafone, NOS Portugal, and AXA France — generating €500K+/month in measurable financial uplift. Most recently at 12Go (Travelier) in Helsinki, where I built revenue forecasting models and pricing measurement frameworks across multiple Asian markets. Based in Helsinki, Finland. Open to Senior Data Analyst, Analytics Manager, Pricing Analyst, and Growth Analytics roles across Europe and remote worldwide. Core skills: SQL · Python · BigQuery · Snowflake · A/B Testing · Pricing Analytics · Power BI · Tableau · Revenue Forecasting
Ghulam Ishaq Khan Institute of Engineering Sciences and Technology
Bachelor’s Degree, BS- Materials Engineering (Specialization Manufacturing Engineering)
January 1, 2011 – January 1, 2015
Aga Khan Higher Secondary School Karachi
High School, Pre-Engineering
January 1, 2009 – January 1, 2011
Saleem Nawaz Fazaia College Masroor
Matriculation, Biology- Federal Board
January 1, 2007 – January 1, 2009
Daraz (AliBaba Group)
Senior BI Manager (Finance)
August 1, 2022 – Present
Daraz (AliBaba Group)
Regional Manager Data Analytics
March 1, 2020 – September 1, 2022
Daraz (AliBaba Group)
Senior Business Analyst
January 1, 2019 – March 1, 2020
Afiniti.com
Analyst Software Engineer- Artificial Intelligence
April 1, 2017 – November 1, 2018
Islamabad
Dawlance Group of Companies
Senior Officer - Field Quality & Audit
March 1, 2016 – March 1, 2017
Karachi
Dawlance Group of Companies
Senior Technical Officer
September 1, 2015 – March 1, 2016
Karachi
Schlumberger
Internship
May 1, 2014 – June 1, 2014
Islamabad
Pakistan Petroleum Limited
Intern
July 1, 2013 – August 1, 2013
Pakistan
British Council
Volunteer
July 1, 2013 – July 1, 2013
Karachi
Cultural Fit Analysis
The candidate has worked in large, fast-paced e-commerce environments (Daraz/Alibaba) and an AI-focused company (Afiniti.com), indicating adaptability to diverse corporate cultures. Their progression through various analytical and managerial roles suggests a drive for growth and leadership. However, the target role of 'Backend Engineer' is a significant pivot from their recent BI/Finance-centric roles, which might present a cultural fit challenge in terms of day-to-day responsibilities and engineering-specific problem-solving approaches.
Soft Skills & Operational Fit
The candidate demonstrates strong problem-solving, leadership, communication, and analytical skills through their various roles, particularly in managing complex data migration and process automation projects. Their experience in quality assurance and process improvement suggests an operational mindset focused on efficiency and accuracy. However, the primary focus has been on BI/Data Analytics rather than core software engineering, which might require a shift in operational focus.