Open to opportunities

Rida Zehra

@ridazehra

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Data Analyst with 6.5 years delivering dashboards, automation, and fraud reduction.

Pakistan

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What I'm looking for

I want to solve business problems with data—building dashboards, automating pipelines, and uncovering root causes—to improve performance, fraud prevention, and customer experience with cross-functional teams.

I’m a Data Analyst with 6.5 years of experience across E-commerce, Fleet Management, and Fintech. I use a data-driven approach to solve problems, improve organizational performance, and strengthen brand reputation.

In my current role as a Senior Data Analyst, I build Power BI dashboards for senior management and focus on measurable outcomes, including a 20% growth in Loan/PF feature adoption and a 15% improvement in vendor performance efficiency. I also reconcile financial and operational data to improve reporting accuracy and use Google Analytics to strengthen customer journeys, driving an 18% improvement in engagement.

Previously, I developed Metabase dashboards that improved reporting efficiency by 40% and led root cause analysis that reduced customer fraud by 65% and deactivations by 45%. I’ve also automated Python data pipelines to cut manual effort by 50%, created Tableau CX dashboards that raised CSAT by 30%, and supported digital performance and reporting through SQL/Python, BI platforms, and analytics workflows.

Experience

Work history, roles, and key accomplishments

Current

Senior Data analyst

Current

Kamelpay

Mar 2026 - Present (5 months)

Developed Power BI dashboards for senior management and improved loan/PF feature adoption. Optimized vendor incentives, reconciled financial and operational data, and used Google Analytics to improve customer journeys and engagement.

Power BI Google Analytics Data Reconciliation

Data analyst

Nymcard

Dec 2022 - Dec 2025 (3 years)

Developed Metabase dashboards for management and clients, improving reporting efficiency. Conducted root cause analysis, automated Python data pipelines, and managed workflows and documentation using JIRA and Confluence.

Metabase Python Data Pipelines Jira Confluence Root Cause Analysis

Data Analyst

Motive

May 2022 - Aug 2022 (3 months)

Developed and maintained Salesforce reports for Customer Support performance monitoring. Built a CX Tableau dashboard and analyzed customer contact frequency, while standardizing KPI definitions with cross-functional teams.

Salesforce Tableau CX Analytics KPI Analysis

Data analyst

Daraz

Nov 2019 - May 2022 (2 years 6 months)

Automated report writing using SQL and Python and designed dashboards using Alibaba Cloud’s FBI platform. Produced KPI reports, performed root cause analysis for refunds, and analyzed SKU performance and payment methods to improve operational outcomes.

SQL Python Alibaba Cloud KPI Reporting Root Cause Analysis

Digital marketing manager

Habib Bank Limited

Oct 2018 - Jun 2019 (8 months)

Maintained and upgraded the HBL website to support customer services, product information, and lead generation. Managed digital campaigns and advertising, analyzed digital analytics for corrective actions, and developed and maintained internal SharePoint web workflows while coordinating vendors and designers.

Digital Analytics Website Management Campaign Management Online Advertising SharePoint Vendor Management