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Madina

Consulting

Accomplished analytics professional with 28 years of diverse international experience, a track record of successfully transforming business analytics into an efficient end-to-end Big Data process, and a strong desire to make a difference through the discovery of smart analytical solutions.

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Head of Strategic Analytics & BI DevelopmentHavas Food
Economics
Team management
Demand forecasting
Competitive analysis
Business Analysis
Marketing strategy
Strategic analytics
Madina's cases
Economics
Tobacco
Central Asia
Maturity
Forecasting tools
Internal product
Team management
Development of Demand Forecasting process across 6 markets
  • Created a team and built a business insights and analytics function from the scratch
  • Successful converted Marketing Research department to big scale Business Insights function, combining under one roof Marketing Research, Demand forecasting, Trade efficiency analysis & modeling, marketing planning and reporting.
  • Successful development and set up of Demand Forecasting process across all 6 markets.
  • Improvement of deployed Primary Research methodologies and internal data sources.
  • Development and launch of new analytical reporting initiatives.
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Business Insights DirectorJapan Tobacco International
Economics
FoodTech
Uzbekistan
Maturity
Business Reporting System
Qlik Sense
Internal product
Built a Commercial Business Reporting System from Scratch
  • Gathered a team of BI Analysts and Developers from the scratch
  • Created a data warehouse prototype using Qlik Sense and built a full commercial business reporting system from the ground
  • Complete evaluation of the company's business reporting system, including financial reporting. Sources of financial losses and inefficiency have been identified and quantified.
  • Provided recommendations to the operations office on sales enhancement activities and monitored implementation, which resulted in a significant revenue impact.
  • Built demand forecasting model using XGBoost Regression
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Head of Strategic Analytics & BI DevelopmentHavas Food
Machine learning
BeautyTech
Russia
Maturity
Automated ML model for sales support
Snowflake
B2B
Integration of Automated Machine Learning Model in Sales Support
  • Developed an automated Python Machine Learning model that provides post-evaluation for sales support programs and takes mutual cannibalization into account.
  • Organized and led an ETL developers team that built Avon Russia's Cloud Data Warehouse, the only data source with consolidated and verified business data for operational analytics.
  • With a team of ETL Developers Rebuilt Russian data instance of Global DWH in Snowflake with attached data flow interfaces.
  • Initiated, developed, and implemented new Representative discount system and performance tracking dashboard in Tableau to promote productive sales behaviour
  • Initiated and performed audit of existing business planning processes, suggested ways to improve demand forecasting accuracy
  • Initiated and performed series of strategic analysis on pricing, average order, representatives’ costs and benefits to understand causes behind current business performance and highlighted possible business solutions to the top management and enabled more accurate sales predictions.
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Big Data Unit HeadAVON
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