Syed Umair Suhail
Toronto,Canada
Summary
Strategic analytics leader with 5+ years of experience driving customer-centric growth for Canada’s largest loyalty program. Proven track record in campaign effectiveness measurement, lifecycle marketing, and stakeholder consulting. Adept at developing scalable targeting strategies, enabling marketing transformation through data and automation, and delivering actionable insights that enhance engagement, ROI, and personalization
Overview
5
5
years of professional experience
Work History
Senior Manager - Analytics and Customer Insights
Loblaw Companies Limited
01.2025 - Current
- Led cross-functional analytics initiatives supporting PC Optimum loyalty strategy, delivering personalized campaigns that drove $250M+ in incremental sales across Grocery business
- Championed a transformation toward real-time, data-driven marketing by developing campaign measurement frameworks, A/B tests, and optimization strategies that improved ROI and customer engagement.
- Acted as a trusted consultant to marketing, loyalty, and channel partners—translating business goals into actionable analytics plans and enabling alignment with multi-year strategic priorities.
- Designed scalable reporting and campaign effectiveness dashboards to evaluate marketing performance by product, customer segment, and channel.
- Partnered with data engineering and Martech teams to automate key campaign processes, increase delivery speed, and streamline measurement workflows.
- Provided strategic insights on customer lifecycle, engagement trends, and personalization opportunities, enabling marketing leadership to make confident, data-backed decisions.
- Mentored junior analysts and contributed to developing analytics team capabilities in measurement, segmentation, and stakeholder communication.
Manager - Analytics and Customer Insights
Loblaw Companies Limited
08.2022 - 12.2024
- Developed a scalable customer targeting model that delivered $16M in annual incremental revenue for the grocery business and enhanced PC Optimum program engagement
- Designed and implemented customer segmentation frameworks for personalized loyalty campaigns, driving over $40M in annual incremental sales
- Defined business goals and KPIs for marketing communication (email and push) to boost engagement, incremental revenue, and ROI
Senior Analyst - Analytics and Customer Insights
Loblaw Companies Limited
07.2020 - 08.2022
- Developed key customer metrics (Loyalty, Exclusivity, Best Customer) and a ranking framework to assess brand and product affinity, enabling operations teams to make data-driven product placement decisions
Education
Master of Science - Business Analytics
Schulich School of Business, York University
05-2020
Master of Business Administration - MBA
Sabanci University/ Emlyon Business School
01.2016
B.Sc. - Accounting and Finance
Lahore University of Management Sciences (LUMS)
01.2012
Skills
- A/B Testing & Campaign Measurement
- Loyalty Campaign Strategy & Insights
- Customer Segmentation & Targeting
- Statistical Analysis & Predictive Modeling
- Advanced SQL/BigQuery, SAS Programming (Certified)
- Performance Reporting
- Leadership & Team Building
- Strategic Communications
- Stakeholder Management
Timeline
Senior Manager - Analytics and Customer Insights
Loblaw Companies Limited
01.2025 - Current
Manager - Analytics and Customer Insights
Loblaw Companies Limited
08.2022 - 12.2024
Senior Analyst - Analytics and Customer Insights
Loblaw Companies Limited
07.2020 - 08.2022
Master of Science - Business Analytics
Schulich School of Business, York University
Master of Business Administration - MBA
Sabanci University/ Emlyon Business School
B.Sc. - Accounting and Finance
Lahore University of Management Sciences (LUMS)
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