Aamir Basheer

Ollie is a pet wellness brand that is upending the dog food industry based in New York.

• Analyzed business plan and financial statements to accurately provide recommendations about investments, marketing, and potential funding opportunities.
• Examined the current activities of the business.
• Understood what the customers need from the business and fulfilled the wants of these customers.

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

• Partnered with the mobile product team to deliver ​58%​ lift in weekly mobile app download run-rate attributable to non-paid marketing QoQ.
• 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.
• Led segmentation and product innovation research with consumer insights firm for provider audience.
• 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.
• 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.
• 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.
• 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.

Plated enabled people to cook fresh, quick, and adventurous meals by delivering pre-portioned ingredients and chef-designed recipes directly to their homes.

• 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.
• Cut first-week cancellation rate by 23% through a series of cross-channel including digital, physical and personal onboarding communications.
• 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.
• 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.
• 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.
• Launched Morsel, a digital food and lifestyle magazine designed to extend the reach of Plated brand beyond core subscription product.
• 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.
• Surpassed internal targets with over 5,000 sales in the first week of launch and secured favorable editorial reviews.
• 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.
• 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.
• Navigated vendor selection, contract negotiation, and program migration. 

• 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.
• 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.
• Prioritized localization efforts for high-value audiences across business lines and geographies with emphases on USA, UK, Brazil, Germany, France, and Japan.
• Collaborated with consumer insights firm on needs-based customer segmentation study for stock-content in key growth markets.
• Identified priority segments based on market size, spending potential, and product fit, and developed data strategy for customer profiling.

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.

• 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.
• 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.
• 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.
• Instituted tracking framework to facilitate analyses of marketing spend ROI by source/channel and customer navigation behavior across the website and mobile application.
• Built a team of analysts and data engineers to develop a data warehouse and support company-wide analytics work.
• Collaborated with functional units to rationalize requests among competing interests, formulate priorities, and translate into actionable initiatives.

Ladders is a United States-based company providing career news, advice, and tools and an online job search service.

• Allocated $20 million annual marketing spend based on channel level ROI analysis.
• Proposed adjustments to national television campaign resulting in ​$4 million ​savings.
• Developed financial models 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.
• Defined customer communication strategy for the over 5 million email list, directly managing channel that accounted for 50% of subscription activations.
• Managed the progression of strategy with an evolving product and feature set.
• 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.
• Increased new customer acquisition via affiliate marketing channel by​ 250%​ YoY.