Ollie is a pet wellness brand that is upending the dog food industry based in New York.<ul><li>Analyzed business plan and financial statements to accurately provide recommendations about investments, marketing, and potential funding opportunities.</li><li>Examined the current activities of the business.</li><li>Understood what the customers need from the business and fulfilled the wants of these customers.</li></ul>

Advisor

As a consultant, Aamir focused on CRM, retention marketing, product management, customer insights, and analytics.<ul><li>Advised tech companies across industries that wanted to invest in the right foundation for their customer strategy and those who need help executing quickly.</li><li>Performed a hands-on and integrated approach to developing optimal strategies.</li></ul>

Consultant

Zocdoc is a New York-based modern healthcare technology company with a thriving online marketplace where patients can find and book appointments with local, in-network, peer-reviewed doctors and tools to improve patient access and growth for medical practices and health systems<ul><li>Partnered with the mobile product team to deliver ​58%​ lift in weekly mobile app download run-rate attributable to non-paid marketing QoQ.</li><li>Established formal​ ​content marketing function and drove foundational work on hiring, content strategy development, and buy-in, scalable content production process creation, and build of a new digital content hub for provider audience.</li><li>Led segmentation and product innovation research with consumer insights firm for provider audience.</li><li>Oversaw all aspects of a project from survey development to systematic roll out of findings to broader marketing, product, and sales teams. Results influenced marketing voice, sales lead scoring methodology, and new product development roadmap.</li><li>Collaborated with sales and product team to devise a free-trial strategy and messaging for new provider advertising product. Designed coordinated marketing and sales contact approach, exceeding trial adoption rate goals in all test markets.</li><li>Handled $1 million creative services budget supporting outsourced creative production/web development for all marketing and sales enablement activities. Set processes around creative request submission, triage, agency management, spend forecasting, and innovative quality.</li><li>Managed $500,000 retention incentive budget. Directed ROI analysis of service recovery gift card program and implemented policy changes driving 75% reduction in the program spend and 40% reduction in service inbound volume, with minimal re-engagement impact.</li></ul>

Director of CRM, Content Strategy & Creative Services

Plated enabled people to cook fresh, quick, and adventurous meals by delivering pre-portioned ingredients and chef-designed recipes directly to their homes.<ul><li>Achieved 56% growth in subscriber base over 18 months. Nearly doubled (94% lift) key new customer retention metric (week-4 order rate) and reduced monthly subscriber churn by 22 percentage points YoY.</li><li>Cut first-week cancellation rate by 23% through a series of cross-channel including digital, physical and personal onboarding communications.</li><li>Developed strategy with product and UX leadership to upgrade Plated’s subscription offering dynamics, including new business rules, digital experience, and a contact approach. Successfully migrated entire active user base into a unique experience.</li><li>Doubled referral acquisitions (97% lift pre vs. post-launch) through revamping of the customer referral program, which made up a third of total acquisitions post-launch.</li><li>Oversaw social media initiatives to the community of over 375,000 followers that generated an average MoM increase in social reach of 16% branded content and 10% user-generated content in the first half of 2016.</li><li>Launched Morsel, a digital food and lifestyle magazine designed to extend the reach of Plated brand beyond core subscription product.</li><li>Managed the planned release of Plated’s cookbook, Plated: Weeknight Dinners, Weekend Feasts, and Everything in Between, the first to be published in the meal-kit industry. </li><li>Surpassed internal targets with over 5,000 sales in the first week of launch and secured favorable editorial reviews.</li><li>Championed upgrades to recipe data tagging schema and prioritization of recipe feedback feature on mobile app and website, allowing for a quantitative view of dining experience satisfaction, and data-driven menu curation by the culinary team.</li><li>Spearheaded migration of email service provider through SailThru to the enterprise-level platform through Selligent to support multiple email and mobile push-notification work streams in preparation for scale. </li><li>Navigated vendor selection, contract negotiation, and program migration.&nbsp;</li></ul>

Vice President for Retention & Loyalty

<ul><li>Overhauled cross-functional CRM project execution process end-to-end, reducing average project cycle time by over ​40%​, significantly boosting CRM team morale and stakeholder satisfaction.</li><li>Implemented a series of seasonally driven promotional, merchandising, and editorial email programs to drive conversions, brand engagement, and content download/upload activity in the marketplace. </li><li>Prioritized localization efforts for high-value audiences across business lines and geographies with emphases on USA, UK, Brazil, Germany, France, and Japan.</li><li>Collaborated with consumer insights firm on needs-based customer segmentation study for stock-content in key growth markets. </li><li>Identified priority segments based on market size, spending potential, and product fit, and developed data strategy for customer profiling.</li></ul>

eCRM Director

LearnVest is a New York-based subscription-based program that combines a dedicated financial planner with innovative technology and editorial content to make financial planning affordable and accessible.<ul><li>Achieved a ​280% lift​ in free-to-paid conversion rate in 6 months through the planning and implementation of web conversion optimization, new user profiling, and free trial product tests.</li><li>Spearheaded subscriber segmentation analysis encompassing demographic, psychographic, and product engagement data. Distilled findings to six user personas and presented to executive leadership, prompting a significant shift in marketing strategy and VC fundraising pitch.</li><li>Designed and implemented standardized reporting to guide marketing, sales, product, editorial, business development, operations, finance, and customer service team​s. Worked with team leads to identify evolving reporting needs, new product requirements, and business opportunities.</li><li>Instituted tracking framework to facilitate analyses of marketing spend ROI by source/channel and customer navigation behavior across the website and mobile application.</li><li>Built a team of analysts and data engineers to develop a data warehouse and support company-wide analytics work.</li><li>Collaborated with functional units to rationalize requests among competing interests, formulate priorities, and translate into actionable initiatives.</li></ul>

Director of Business Analytics

Ladders is a United States-based company providing career news, advice, and tools and an online job search service.<ul><li>Allocated $20 million annual marketing spend based on channel level ROI analysis.</li><li>Proposed adjustments to national television campaign resulting in ​$4 million ​savings.</li><li>Developed financial models to analyze subscriber growth, marketing spend efficiency, and cash flow for consumer businesses, supporting 70%​ of company revenues. </li><li>Mapped forecasts and strategy insights for executive leadership, influencing growth strategy.</li><li>Defined customer communication strategy for the over 5 million email list, directly managing channel that accounted for 50% of subscription activations. </li><li>Managed the progression of strategy with an evolving product and feature set.</li><li>Reduced email marketing related customer complaint rate by​ 75% ​(while exceeding revenue targets) in six months through analysis of email performance and identification of successful offers, content, and delivery tactics.</li><li>Increased new customer acquisition via affiliate marketing channel by​ 250%​ YoY.</li></ul>

Marketing Manager, CRM Manager & Marketing Analyst

Developed financial models for an online job search service to analyze subscriber growth, marketing spend efficiency, and cash flow for consumer businesses, supporting 70%​ of company revenues. Mapped forecasts and strategy insights for executive leadership, influencing growth strategy.

Ladders

Aamir Basheer

Spearheaded subscriber segmentation analysis encompassing demographic, psychographic, and product engagement data for a subscription-based program. Distilled findings to six user personas and presented to executive leadership, prompting a significant shift in marketing strategy and VC fundraising pitch.

LearnVest

Overhauled cross-functional CRM project execution process end-to-end for a global tech company, reducing average project cycle time by over ​40%​, significantly boosting CRM team morale and stakeholder satisfaction.

Shutterstock

Achieved 56% growth in subscriber base over 18 months for an ingredient-and-recipe meal kit service.

Plated

Analyzed business plan and financial statements for a pet wellness brand to accurately provide recommendations about investments, marketing, and potential funding opportunities.

Ollie

English (American)

With more than 12 years of experience across consumer subscription, marketplace and operations-driven services, Aamir Basheer has championed product strategy and management, retention marketing, demand generation, ROI analysis, and business analytics. His expertise is in CRM, agile development, email marketing, project management, and B2C for various companies including Shutterstock, Plated, and LearnVest. At Zocdoc, Aamir has established formal​ ​content marketing function and drove foundational work on hiring, content strategy development, and buy-in, scalable content production process creation, and built a new digital content hub for provider audience.

Aamir Basheer

Employment Highlights

Education Highlights

Portfolio

Ladders

LearnVest

Shutterstock

Plated

Ollie

Ladders

LearnVest

Shutterstock

Plated

Ollie