Mustafa Bohra
Growth @ Careem🚀, an Uber Company
What a great session! Mustafa is a very skilled yet humble professional. We started with tactics and ended up discussing how to build a growth team, invaluable feedback, thank you Mustafa!
Had an amazing session geeking out about Growth processes with Mustafa. He shared incredibly interesting insights from his experiences with Careem, along with the problems he faced and how he went about solving them. Would definitely keep in touch, he has a wealth of knowledge on a wide range of stuff concerning Growth!
Excellent conversation. Polite and to the point, clear advice. The in depth advice on the topic I specifically wanted to deep dive on, was beyond expectation. Will speak again.
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Bio
Over 12 years of experience in leveraging CRM, Analytics, AI, Martech and Growth skills to design solutions that transform complex organizations into data-driven powerhouses. The projects I have led span across machine learning, martech, CRM, digital attribution and growth strategy. I work for Careem which is a SuperApp in MENA region, where I lead the team that manages communication platform enabling Careem to unlock billions of real-time, intelligent, personalized customer interactions each year across out-of-app channels (such as push notifications, email, SMS, and WhatsApp) as well as in-app touchpoints. Below are some of the key products and solution that I have led during my journey with Careem so far: Recommendation System: Developed a multi-objective recommendation system for personalizing critical touchpoints on the SuperApp landing page including tiles, offer sections, and cross-selling carousels. Ads Engine: Developed in-house ads engine to orchestrate marketing campaigns across all Careem services. Martech Stack Setup: Led martech tool integration and deployment to enable personalized customer journeys and marketing automation. Promo Optimization Engine: Piloted ML-based engine to improve ROI on marketing promos while accounting for budget and performance guardrails. Marketing Channels Enablement: Led the enablement, automation, and optimization of marketing touchpoints, including push notifications, WhatsApp, email, and SMS, by developing solutions like Content Management and Distribution systems, CRM automation tool, user preference management, and trigger-based reporting of performance. Growth Hacks: Launched multiple growth hacks in collaboration with marketing teams to drive cross-sell, up-sell, and retention strategies.
Expertise
Data science
If you are thinking about leveraging data science to predict churn, personalize product, optimizing budget spends or any other topic on growth you can reach out to me and I can help with some tips on how to make it happen.
Growth marketing
I have helped set-up and scale Growth Marketing initiatives across multiple industries and organization. I can help you in setting up frameworks to identify which stage of the user journey needs attention, brainstorm initiatives that can improve it, set up growth experiment to drive impact and optimize and automate initiatives.
Marketing automation
Marketing Automation is not just about creating a user journey and putting it on autopilot but also entails constant tracking of incremental impact delivered along with capability to A/B test and improve overtime. Having skillset across Marketing, CRM and Data Science puts me in a unique position to add value here. I will love to have a chat on this topic and help you avoid the mistakes I have made and share frameworks and hacks that have helped me in driving impact.
Product analytics
Lot of organization are not able to see ROI on Product Analytics spends as they lack vision on how it will fit into the product to become the growth engine they need it to be. I will be happy to discuss this topic and share my thoughts on setting Product Analytics such that it fits in like a glove to your Growth Initiatives.
Toolkit
Mixpanel
10 years of experienceI have experience of setting up MixPanel and helping organizations benefit from its CRM capabilities. I have taken training session for MixPanel onboarding session for multiple teams and can possibly also share some tips on how can you save money on Mixpanel event integration.
MySQL
16 years of experienceI have experience with all major RDBMS including MySQL. I am also am passionate about introducing people to SQL. So if you are stuck with a complex SQL query or need someone to help you get started on your SQL journey, feel free to reach out.
Python
12 years of experiencePython has been a major ally in my career. All the automated CRM platforms and no-code tools can only take you so far, but if you want to push the envelope further and turn up the music on your CRM efforts you got to love Python. I have leveraged python scripts for automating and evaluating end to end customer journeys at a scale of millions of customers and have also used it for data science heavy project like developing realtime movie recommendation engine with response time in miliseconds.
Tableau
16 years of experienceTableau screen makes me feel like home. I have been using this tool for a long time and know every nook and cranny. Be it setting up regularly updating dashboard or doing a gruelling data deep dive, I have been there and done that.
Industries
B2C
Following are some of the major B2C brands I have worked for | Careem, An Uber subsidiary with presence in Ride Hail, Food/Grocery Delivery and P2P payments | Landmark group brands (Centerpoint, Splash, Lifestyle, Babyshop, ShoeMart and Home Centre) | Vodafone Play, A major video streaming platform in India | Abbot, Healthcare brand in US | Microsoft Stores, Retailer for Microsoft product | Bajaj Electricals, Legacy consumer durables brand in India