Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Generic

Asmeen Shariff

Canberra,ACT

Summary

As a seasoned specialist, I have a proven track record of working with leading FinTechs, Consumer Durables, Telecom, Media, Banking, and EdTech brands. My skill set includes providing valuable insights in Consumer Behavior, Brand Strategy, Innovation, Advertising, Communication, and Consumer Behavioral analysis. I excel in stakeholder management and offer strategic insights crucial for informed decision-making processes.

Overview

14
14
years of professional experience

Work History

PROJECT DIRECTOR – CONSUMER & BRAND INSIGHTS

Roy Morgan Research
04.2023 - Current
  • Act as a strategic thought partner for senior level business partners, leveraging consumer and marketplace insights to shape top strategic initiatives across Australian government, Commercial brands and Banks.
  • Drive research to identify and prioritize innovations and to optimize product concepts, positioning statements, digital experiences, advertising and other cross-channel communications.
  • Streamlined communication channels with stakeholders, resulting in improved collaboration and decision making.
  • Collaborated closely with executive leadership to align organizational strategies with long-term business objectives through effective planning and execution of key projects.
  • Monitored project progress, identified risks and took corrective action as needed.
  • Developed and implemented project plans and budgets to ensure successful execution.
  • Verified quality of deliverables and conformance to specifications before submitting to clients.
  • Scheduled and facilitated meetings between project stakeholders to discuss deliverables, schedules and conflicts.
  • Implemented strategic project management methodologies, leading to efficient and successful project delivery.

DIRECTOR - GLOBAL MARKETING RESEARCH

Brandscapes Worldwide Ltd
08.2021 - 03.2023
  • Led and managed large strategic projects, generating INR 175 million in revenue across diverse industries such as Retail, FinTech, and Home Décor.
  • Conducted various studies including usage and attitude, brand health, and consumer payment landscape studies in the MENA region.
  • Supervised project execution, mentored junior researchers, and collaborated with senior stakeholders to ensure smooth project delivery and crafted compelling infographics-styled reports.
  • Utilized data mining techniques to derive unique customer segmentation and collaborated with the Data Management team to calibrate data for consumer categories, resulting in decreased operational costs.
  • Integrated qualitative research with quantitative findings to provide comprehensive insights for informed decision-making.

SPECIALIST - INSIGHTS & GROWTH (PROJECT BASIS)

BigCycl Labs LLP
01.2021 - 05.2021
  • Led end-to-end project management and planning, ensuring optimal outcomes for clients and the company.
  • Conceptualized and crafted infographics-styled strategic research reports to address business objectives, connecting data points for stakeholder comprehension.
  • Designed discussion guides and quantitative questionnaires for qualitative and quantitative research, respectively, and prepared integrated strategic reports unveiling key findings.
  • Innovated data presentation methods to enhance brand value and led cost-saving initiatives by targeting the right respondents. Ensured company profitability goals were met through strategic decision-making.

SENIOR MANAGER - RESEARCH & INSIGHTS

Nielsen India Pvt Ltd
12.2018 - 07.2019
  • Led and managed large strategic projects, generating INR 100 million in revenue across diverse industries including Banking, NBFCs, and FinTechs.
  • Conducted various studies including usage and attitude, brand health, customer satisfaction, and NPS studies. Supervised projects to ensure optimal outcomes, mentored junior researchers, and engaged with senior-level executives to address strategic issues.
  • Conceptualized and created infographics-styled strategic research reports, connecting data points for stakeholder comprehension, and integrated qualitative research with quantitative findings for comprehensive insights.
  • Led decision-making to reduce data collection costs and ensured informed decision-making for business success.

CONSULTANT - RESEARCH & INSIGHTS

Sony Picture Network (SAB TV),
04.2018 - 12.2018
  • Led end-to-end project management and planning, ensuring seamless execution and understanding of complex data for stakeholders across various departments.
  • Designed discussion guides for qualitative discussions and crafted quantitative questionnaires to address client inquiries.
  • Innovated improved methods for data presentation to enhance brand value and prepared strategic presentations for senior stakeholders within the media house, facilitating informed decision-making across departments.

RESEARCH MANAGER - CONSUMER INSIGHTS

Market Probe
08.2010 - 09.2014
  • Led and managed large strategic projects, generating INR 100 million in revenue across Telecommunication, Banking, and FinTech industries.
  • Conducted comprehensive studies including usage and attitude, brand health, customer satisfaction, and NPS evaluations.
  • Oversaw end-to-end project management, mentored junior researchers, composed winning proposals, facilitated client discussions, and managed senior stakeholders to ensure optimal project outcomes.
  • Implemented cost-saving measures by targeting appropriate respondents, resulting in improved outputs and reduced operational expenses.

Education

MBA - Marketing, Management

University of New South Wales UNSW Business School
Sydney, Australia
12.2026

Masters in Finance And Chartered Financial Analyst

ICFAI University
Mumbai, India
10.2007

BBA - Bachelor's in Business Administration

University of Mumbai
Mumbai, India
03.2004

Skills

  • Business / Marketing Strategy
  • Market Research & Analysis
  • Brand Management
  • Brand and media measurement
  • Customer acquisition
  • New product development
  • P&L responsibility
  • Direct Mail Marketing
  • Digital Marketing
  • Vendor management

Accomplishments

  • Thought leader with established record driving strategy through execution to deliver against P&L objectives.
  • Adept at identifying market trends and customer needs and translating insights into business opportunities.
  • Proven ability to conceptualize, develop and launch innovative and compelling financial services products and programs that deliver breakthrough growth and transformational change.
  • Hands-on brand development and cross-channel targeted marketing at Fortune 300 companies.
  • Consistently rated as a top people manager in employee satisfaction surveys.

Timeline

PROJECT DIRECTOR – CONSUMER & BRAND INSIGHTS

Roy Morgan Research
04.2023 - Current

DIRECTOR - GLOBAL MARKETING RESEARCH

Brandscapes Worldwide Ltd
08.2021 - 03.2023

SPECIALIST - INSIGHTS & GROWTH (PROJECT BASIS)

BigCycl Labs LLP
01.2021 - 05.2021

SENIOR MANAGER - RESEARCH & INSIGHTS

Nielsen India Pvt Ltd
12.2018 - 07.2019

CONSULTANT - RESEARCH & INSIGHTS

Sony Picture Network (SAB TV),
04.2018 - 12.2018

RESEARCH MANAGER - CONSUMER INSIGHTS

Market Probe
08.2010 - 09.2014

MBA - Marketing, Management

University of New South Wales UNSW Business School

Masters in Finance And Chartered Financial Analyst

ICFAI University

BBA - Bachelor's in Business Administration

University of Mumbai

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