Mustafa Ibrahim

Building, leading, and growing a full Engineering & Data org (~50 FTEs) in the areas of Marketing, User Onboarding, Customer Activation, Incentives, Expansion, and Marketing Technology

Mentoring on Data, Marketing, Product Growth, Strategy, and Team Management and Leadership topics

Built, led, and grew a team of Data Analysts, Data Scientists, and Data Engineers to solidify and empower our Growth teams with advanced data products in the areas of Performance and Organic Marketing

• Teamed up with CMO to manage 8-digit marketing budget
• Developed a full Martech stack for Search and Display channels
• Introduced automation for SEO to scale up content exposure
• Increased efficiency of our spend by 3.4x in 14 months
• Owned the development of E2E multi-touch attribution model
• Unlocked targeted CRM through RFM and pockets of value
• Co-owned a full Rebranding project (GoEuro to Omio)

Hired and led a team of Product/Business Analysts and Data Scientists whom worked closely with Infra teams to develop a full Data stack for reporting, strategic analytics, and predictive analytics in the areas of Marketing and Product.

• Owned the full reporting stack company-wide
• Teamed up with CMO and CPO to create data-informed roadmaps
• Developed an eCPC estimation/prediction logic to improve product
• Rebuilt the Item Ranking Model based on product and user signals
• Ran regular metrics workshop to inform directional changes in performance

Joined an established Analytics team to focus on Customer Analytics for certain markets/cluster (BENELUX)

• Worked closely with CMs to provide business recommendations
• Co-owned Incentives, LTV and Churn across the cluster
• Teamed up with CRM to provide segmentation for targeting

Worked closely with the Central Data team to offer consolidated data support to the 14 markets where we operated.

• Modeled predictions with feature selection algorithms.
• Compiled, cleaned and manipulated data for proper handling.
• Joined-forces with country CMOs to own budget in certain markets
• Teamed up with Central Marketing team to provide data products that unlocks efficient growth with optimised unit economics (PC1, PC2, and PC3)

Joined forced with the Product team to expand business analytics towards Product for feature planning and impact measurement on Jumia app (from acquisition and engagement standpoints)

• Synthesized current business intelligence data to produce reports and polished presentations, highlighting findings and recommending changes.
• Directed business analysts in executing and delivering various tactical and strategic plans.
• Analyzed performance metrics to identify opportunities to increase CR
• Mentored teams and streamlined segmentation and market basket analysis techniques through evolution of delivery cycles, establishing documentation framework to support agile methodology implementations.

Joined as a first Marketing Analyst to focus on descriptive and predictive analytics for Performance Marketing as well as CRM.

• Reviewed marketing department's monthly analysis of customer acquisition data and campaign performance and made recommendations for improvement.
• Reported performance and ROI of campaign media.
• Assessed KPIs to achieve in-depth understanding of campaign performance.
• Conducted trend forecasting and analysis.
• Analyzed third-party data and investigated new growth opportunities.

Worked closely with one of the portfolio companies to head their Product & Marketing efforts to scale up their product offerings and feature launches.

• Orchestrated launch for 4 new products
• Directed marketing projects through conceptual planning, schedule management and final implementation.
• Planned and implemented studies to assess market conditions and evaluated results to enhance marketing campaigns.
• Developed creative presentations, trend reports, kitted assets and product data sheets.
• Drove marketing efforts by orchestrating acquisition and re-engagement advertising campaigns.

Enrolled in a full internship program focused on Global Data & Analytics.

Enrolled in a full internship program focused on Data & Analytics for IBM Global Business Services