Head of Strategic Analytics & BI DevelopmentHavas Food

Madina

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.

Business Insights Director

Head of Strategic Analytics & BI Development

Big Data Unit Head

Economics

Team management

Demand forecasting

Competitive analysis

Business Analysis

Marketing strategy

Strategic analytics

Data science

Machine learning

Data modeling

Tobacco

FoodTech

BeautyTech

Central Asia

Kazakhstan

Mongolia

Uzbekistan

Russia

Maturity

Forecasting tools

Reporting tools

Business Reporting System

Automated ML model for sales support

Qlik Sense

Snowflake

Tableau

Internal product

B2B

Open to

Consulting

Madina's cases

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.

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

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.