Kanza Amjad

Managed end-to-end GTM for 10+ nationwide prepaid offer launches per year, coordinating across 5 teams including product, media, analytics, and sales to keep execution on schedule. Directed regional prepaid offer portfolio using segmentation and behavioral data, driving a 10% ARPU increase and 5% churn reduction across the subscriber base. Standardized GTM playbooks and operating processes, cutting time-to-market by 12% and making campaign delivery more consistent across the team. Built automated KPI dashboards in Power BI and Excel that cut campaign analysis time by 50% and gave leadership real-time visibility into performance. Analyzed behavioral data across customer segments to identify drop-off drivers, contributing to a 20% lift in re-subscription rates. Delivered quarterly executive presentations with performance breakdowns and forward-looking recommendations used in portfolio planning.

Ran 4+ customer perception studies per year, covering feedback analysis and competitor benchmarking to sharpen offer design and positioning decisions. Coordinated pre-launch pilot testing across 2 business units to ensure product and marketing alignment before go-live. Wrote creative briefs and developed messaging for campaigns across 3 channels; monitored post-launch metrics weekly and surfaced actionable findings that fed back into offer and messaging updates within 2-week cycles.

Managed brand communications across 3 external channels including digital, print, and PR, ensuring output aligned with regulatory and brand standards. Partnered with 2 agencies to redesign in-branch visual experiences, driving customer trust and repeat visits. Led production of the bank's annual report communicating results to regulators, investors, and the public.