Ataf Ahmed

Led analytics and performance reporting for the Network Development team, supporting 52 retailers across 19 MENA markets. Built a scalable reporting infrastructure using Tableau Prep and Tableau Cloud, performing ETL across 20+ data sources to deliver cross-functional dashboards that inform planning and performance management. Delivered geospatial analysis and demand forecasts that led to the data

Delivered A/B testing insights to inform conversion optimisation and UX strategies, improving decision-making across marketing and product. Developed attribution models that uncovered underreported contribution of affiliate channels to sales performance, enabling more accurate channel valuation and strategic reallocation of marketing spend. Analysed 500K+ daily GA4 events using BigQuery to uncover

Established and led the analytics function for 4 business units, managing the full data lifecycle from collection to activation, across 12+ sources and ensuring compliance across 3 regions. Deployed a modern analytics stack to deliver 20+ self-serve dashboards, enabling performance tracking, customer segmentation, AARRR funnel analysis, and core metrics including LTV, CAC, and churn. Migrated anal

Launched and scaled marketing operations across three business units, driving a 5x increase in leads and 2x growth in web traffic. Orchestrated the MarTech stack across GA, HubSpot, and Zapier—streamlining payout workflows and reducing SLA from 3 days to 2 hours. Executed 300+ email campaigns with 35%+ open rates, and created dashboards to track sales and marketing performance.

Undertook a Bachelor's degree in Civil Engineering. The curriculum covered fundamental engineering principles and applications.

Completed a Master's degree focusing on business intelligence and analytics. The thesis explored predicting customer lifetime value for an investment crowdfunding business.