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Khanim Azimli

@khanimazimli

Lead CX Specialist at ABB Bank designing personalized ABB Mobile journeys, including a campaign engine that lifted offer conversion 26%.

Azerbaijan

Message

At ABB Bank, I own the design of the Customer Journey Engine and create hyper-personalized campaign journeys in ABB Mobile. I turn customer research and behavioral data into journey maps, decision logic and campaign experiences, including a behavior-based engine that lifted offer conversion 26% in eight weeks.

My design work also spans digital products, editorial design and visual storytelling. At PASHA Malls, I led a website redesign validated with 1,420 responses; at The International School of Azerbaijan, I designed yearbooks and publications, and my educational publishing work includes textbook editions printed in 469,810 copies.

Experience

Work history, roles, and key accomplishments

Current

Lead CX Specialist

Current

ABB Bank

Apr 2026 - Present (6 months)

Owns the design of ABB's Customer Journey Engine, including journey architecture, trigger frameworks, and personalization logic. Designs hyper-personalized campaign journeys in ABB Mobile and leads cross-functional campaign launches.

Customer Journey Design Journey Mapping Hyper Personalization Campaign Design EVAM Strapi HTML CSS Prototyping AI assisted Design

Customer Experience Expert

ABB Bank

Mar 2025 - Apr 2026 (1 year 1 month)

Designed scoring, trigger, and fatigue-cap logic for a behavior-based campaign engine, lifting offer conversion 26% in 8 weeks. Refined trigger eligibility rules, cutting irrelevant-offer complaints 18% and raising campaign-linked CSAT by 6.4 pp.

Customer Journey Design Triggers Personalization Data Analysis Dashboarding VOC Analysis CX Guides

Marketing Specialist

PASHA Malls

Jul 2024 - Mar 2025 (8 months)

Led the Ganja Mall website redesign, improving NPS from +12 to +31 and reducing time-to-find from 47s to 18s. Diagnosed adoption friction in the Leyli AI voice guide and redesigned entry cues, privacy messaging, and microcopy, growing daily interactions from 2-3 to 300-400+.

UX Design Information Architecture Mobile First Design User Research A B Testing Microcopy TikTok Marketing

Communications, External Relations and Publishing Coordinator

The International School of Azerbaijan

Oct 2019 - Jun 2024 (4 years 8 months)

Designed the school's annual yearbook for five consecutive years, owning page system, typography, and print production. Redesigned the admissions journey and website information architecture, cutting repetitive inquiries 70% and lifting application completion to 95%.

Editorial Design Print Production Information Architecture Admissions Design Typography

Marketing Specialist

European Azerbaijan School

Jun 2019 - Oct 2019 (4 months)

Produced bilingual brochures, press releases, and web content; directed photo and video shoots for admissions.

Content Creation Bilingual Communication Photography Videography

Marketing Assistant

Azerbaijan Supermarket LLC

Sep 2016 - Nov 2018 (2 years 2 months)

Produced marketing performance reports from media monitoring and social engagement analysis.

Marketing Analytics Media Monitoring Social Media Analysis Reporting

Education

Degrees, certifications, and relevant coursework

Baku Design Academy

UX/UI Designer, UX/UI Design

2023 - 2023

Completed a UX/UI Designer certification.

McKinsey & Company

McKinsey Forward Program, Professional Development

2022 - 2022

Completed the McKinsey Forward Program.

ADA University

Master of Arts, Education Management

2018 - 2020

Activities and societies: Co-author, Mixed Ability Grouping and Its Effects on Teaching and Learning (policy research, 06/2020), based on focus groups with teachers and students from three public schools.

Pursued a Master of Arts in Education Management, co-authoring policy research on mixed ability grouping.