Summary
Overview
Work History
Education
Skills
Certification
Timeline
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Yasmine Hashem

Oakville,Canada

Summary

Goal-oriented, innovative and collaborative professional with talents in developing and implementing successful strategies, driving profits, increasing market shares and strengthening customer dominance. Decisive leader, performance-oriented offering proven expertise in project development, team leading and campaign enhancement. Prepared to bring 5+ years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success.

Overview

6
6
years of professional experience
1
1
Certification

Work History

Marketing Manager, Campaigns and OBTM

American Express
12.2022 - Current
  • Developed best-in-class,data-driven marketing strategies to drive commercial prospect acquisition in dialogue and hybrid channels inclusive of end-to-end acquisition and lead generation channels with annual target of 700M USD (exceeded target by 35%)
  • Delivered 217%YOY Billed Business Acquired and 144% New Accounts Acquired YOY growth, through managing and leading a team of 3
  • Onboarded new vendors taking them through contract negotiation and pricing forecasting in close partnership with legal, procurement and risk
  • Delivered technology capability enhancements to drive sales effectiveness and efficiency, partnering with tech teams to gain their ongoing prioritization and partnership specifically in Salesforce platforms (SFDC & SFMC)
  • Implemented data-driven marketing strategies, utilizing analytics tools to evaluate success, uncover key learnings, and redefine strategies as needed for more efficiencies through automation, to increase conversion rates and increase acquisition
  • Conducted thorough competitor analysis to stay ahead of industry trends and maintain a competitive edge in the market space.
  • Spearheaded campaign launches, collaborating with cross functional teams to create comprehensive go-to-market strategies that drive acquisition growth.
  • Managed marketing budget and associated P&L to develop and execute marketing strategies, allocating funds strategically towards high-impact initiatives that supported overall business goals.

Senior Analyst, Campaigns

American Express
08.2021 - 12.2022
  • Strategize channel approach and drive profitable acquisition through campaigns using data analytics and collaborating with several stakeholders
  • Shaped the channel road map resulting in an increased channel lead utilization from 30% to over 70% YOY by improving lead quality, lead generation strategy and effective communication with various stakeholders
  • Delivered BBA (Billed Business Acquired) above target for the year with 117% YOY and 159% growth over 2019 (last normal pre-pandemic year)
  • Led a first in market automated prospect email journey project, end to end from idea to implementation on Salesforce Marketing Cloud, with a 38% conversion rate, collaborating with several stakeholders: creative agency vendors, legal and compliance, tech team
  • Perform data analytics regularly tracking campaign results to implement and pivot channel strategies and communicating them to our senior stakeholders
  • Managing offer changes for email templates and implementing changes to Salesforce, managing the project schedule and ensuring completion for multiple products in a compliant manner
  • Collaborated with cross-functional teams to identify areas of improvement, leading to increased operational effectiveness.
  • Championed data-driven decision making by transforming raw data into actionable intelligence for key stakeholders.

Marketing Project Manager

1 for 1 (out of business, sold to Pizza Hut)
08.2017 - 08.2021
  • Prepare Project charter, risk analysis, cost estimates and develop project schedule
  • Managed and Launched the build of our mobile application to streamline customer experience and online ordering system
  • Streamlined project management processes for improved efficiency and timely completion of tasks.
  • Managed the End to End Direct Mail marketing channel including strategy, creatives, production, shipping logistics and post campaign analytics
  • Develop high-yielding digital marketing campaigns to support lead generation and lead nurturing with the aim of growing revenue
  • Create weekly e-mail marketing content and manage the automation of deployment through Salesforce Marketing Cloud
  • Utilize strong analytical ability to evaluate the end-to-end online customer experience across multiple channels and customer touch points

Education

International Studies EN/FR -

York University, Glendon Campus Toronto
01.2018

Project Management -

Schulich School of Business
01.2022

Digital Marketing -

York University, Toronto
07.2022

Skills

  • Project Management
  • Team Management
  • Salesforce (SFDC)
  • Salesforce Marketing Cloud (SFMC)
  • Agile Methodologies
  • Microsoft Excel, Word, PowerPoint
  • Excellent Communication
  • Excellent Presentation/Story telling
  • Data Analytics
  • Lead Generation
  • Campaign Strategy
  • Digital Marketing
  • Direct Mail Marketing
  • Contract Negotiation
  • Analytical and Critical Thinking
  • Relationship Building

Certification

  • CSPO - Certified Scrum Product Owner
  • CSM - Certified Scrum Master

Timeline

Marketing Manager, Campaigns and OBTM

American Express
12.2022 - Current

Senior Analyst, Campaigns

American Express
08.2021 - 12.2022

Marketing Project Manager

1 for 1 (out of business, sold to Pizza Hut)
08.2017 - 08.2021

International Studies EN/FR -

York University, Glendon Campus Toronto

Project Management -

Schulich School of Business

Digital Marketing -

York University, Toronto

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Yasmine Hashem