Anastasia Abrahim

Project: Precision Plan Comparison

Key Performances:

• User Adoption: 20 active users consistently utilizing application.
• Plan Utilization: Application is being used for both scattered and upfront Ad Sales plans.
• Scatter Plans: Achieve a minimum of 40 scatter plans per quarter processed through application.
• Data Automation: Achieve 99% automation in pulling data from Wideorbit application, reducing need for manual data entry.
• Manual Input Reduction: Limit manual input to 1% or less, minimizing potential for errors and fat finger mistakes.
• Time Savings: 1 hour per plan (max 6 plans per Advertiser & Brand)
• Error Reduction: 100% decrease in data entry errors and discrepancies by utilizing automated data pulling and calculations.
• Process Reliability: Continuously monitoring reliability of automated process in consistently pulling accurate data and performing calculations.
• User Satisfaction: 100% user satisfaction
• Scalability: Ensure application can handle increased data volume and continue to provide accurate calculations and automation.

About App:

• 1 developer, 1 QA, and 1 UX Designer (myself)
• Developed app for non-traditional ad sales precision team to enable data-driven decisions
• Streamlined planning process and optimized ad sales strategies
• Implemented intuitive interface for inputting previous advertising plans and selecting YoY or QoQ comparisons
• Utilized historical data and algorithms to calculate potential impact of market increase percentage
• Generated comparative insights on CPM, impressions, dollars, and other key metrics
• Enabled quick identification of projected changes in performance metrics
• Facilitated experimentation with different market increase percentages for revenue growth and advertiser satisfaction
• Prioritized usability and accuracy based on collaboration with precision team
• Empowered planners to make data-informed decisions and optimize ad sales strategies
• Resulted in improved revenue and client satisfaction.

Project: Agency File Management

Key Performances:

• Automation Rate: Achieve a 100%e of automation in sending prelogs, postlogs, and as-runs to agencies, minimizing need for manual intervention.
• Format Versatility: Enable users to send out logs in at least four different formats (e.g., Excel, JSON, XML, etc.), providing flexibility to accommodate agency requirements.
• User Control: Empower business users to easily configure content and data fields included in logs, giving them control over information shared with agencies.
• Timeliness: Ensure timely delivery of logs by allowing users to set frequency and scheduling of file sending, reducing delays and improving efficiency.
• Error Reduction: Track decrease in errors and inaccuracies that were previously common with manual processes, ensuring data integrity in log sharing.
• User Satisfaction: Gather feedback from A+E users & advertising agencies to measure their 100% satisfaction with the automated system, ease of configuration, and overall usability.
• Time Savings: 3 hours saved for users by eliminating manual process of individually sending logs to each agency per advertiser.
• Increased Efficiency: 100% efficiency gains by comparing time taken to send logs before and after automation implementation.
• Adoption Rate: 1 successful agency; setting up meeting to onboard over 100 National and Direct Response advertising agencies by end of summer; working with Premium 360 to onboard their agencies
• Cost Reduction: 3+ hours of overtime per 56 Service Sales Representatives

About app:

• Overall team: 2 BAs (1 senior, 1 junior); 5 developers; 4 QA (including myself and junior BA); 1 UX designer (myself)
• Developed app to streamline log-sharing process with media agencies
• Automated sending of prelogs, as-runs, and postlogs in various formats (JSON, XML, etc.)
• User-friendly interface for customizing log file content (timestamps, ad placements, etc.)
• Flexible time period configuration for specific campaigns or durations
• Robust backend systems and data source integration
• Automated log file generation and distribution to designated agencies
• Emphasized usability, reliability, and scalability in development
• Extensive user testing and stakeholder feedback incorporated
• Significant time savings and increased accuracy for clients
• Reduced workload for internal teams, enabling focus on higher-value tasks

Project: DR Automation

• BRD in Progress
• Prototype Completed

App should:

• Overall team: 1 BA (myself), 1 UX designer (myself), 1 QA, 4 developers. 1 project manager
• Responsible for writing requirements for application leveraging AWS OCR Textact to automate reading and parsing of Direct Response orders.
• Utilizing AWS OCR Textact, accurately extract text and data from scanned or image-based documents.
• Validating parsed data through user-friendly interface, comparing it with original orders for accuracy.
• Generate XML file containing deal information for seamless input into ad sales Wideorbit main application.
• Collaborate closely with stakeholders and development team to gather requirements, ensure accurate documentation, and effective integration.
• Goal is to automate and streamline reading and parsing of Direct Response orders, reducing manual effort and errors.
• Improve efficiency, accuracy, and productivity in ad sales operations through AWS OCR Textact and user-friendly validation interface.

Wideorbit Support:

• Provide comprehensive support for WideOrbit ad sales management system
• Mitigate issues and troubleshoot technical or functional challenges
• Manage user access by adding new users and disabling outdated accounts
• Unlock users from deals or accounts to minimize disruption
• Conduct training sessions and provide ongoing support to enhance user proficiency
• Ensure optimal performance and smooth operations within ad sales team
• Contribute to efficiency and effectiveness of ad sales operations through WideOrbit support

Overall Business Analyst work:

• Manage cross-functional team per project to address project scope and meet business needs by acting as scrum master/project manager when necessary
• Design prototypes per each project
• Assist with QA
• Interact with internal customers to understand Advanced Targeting Ad Sales requirements and translate them into business and functional requirements.
• Interact with internal customers to understand Advanced Targeting Ad Sales requirements and translate them into business and functional requirements.
• Execute risk analysis and developed risk mitigation strategies for external vendors (Wideorbit, Xandr, Amobee) and internal clients.
• Create product documentation to communicate upcoming features and align internal IT and outsourced teams in India.
• Assess product backlog using MoSCoW and other assessment tools, managing sprint backlog.
• Collaborate with dev manager to estimate story points and prioritize stories into MVP and different application lifecycle phases.
• Develop Non-Traditional Ad Sales product roadmap for existing and upcoming applications.
• Build strong relationships with third-party resellers (Xandr, Amobee, QTT, Open AP) and evaluated vendor products.
• Document functional specifications and translated product features into detailed work orders for effective team communication and JIRA requirements.
• Create user stories using various product management frameworks (JTBD, Gherkin) and prioritized roadmap for new projects.
• Implement strategies to reduce development resources by consolidating three existing modules into one flexible module for business maintenance.
• Utilize Postman for API testing and collaborated with Disney team to fine-tune their Advanced Targeting application.
• Streamline agile methodology implementation techniques and provided coaching and mentoring to junior product managers.
• Evaluate business intelligence data consistency and importance to determine optimal courses of action.

Projects: Advisor; Onboard all Disney Networks from licensed tool to Advisor

• Managed cross-functional development team of 6 developers and 1 QA person to drive success of Linear Ad Sales systems for domestic and international markets.
• Served as product owner for ESPN's proprietary application Advisor, overseeing modules such as Rate cards, Inventory, Order Management, and Proposals.
• Conducted discovery working sessions across multiple Disney networks (ESPN, Disney, ABC, FX, Freeform) to gather Linear Ad Sales requirements and transition from WideOrbit to ESPN proprietary application Advisor.
• Collaborated with Revenue Management to understand brand-specific rate card workflows and collected high-level product requirements for modifying current Advisor system.
• Developed comprehensive product roadmap for Linear Ad Sales, aligning goals and metrics for all new modules on Advisor.
• Utilized MoSCoW and other assessment tools to assess product backlog and prioritize feature development.
• Managed Sprint backlog and facilitated pre-sprint planning sessions with Scrum Master, lead developer, and QA.
• Documented functional specifications and product features into detailed work orders, ensuring effective communication across teams and building mandatory JIRA requirements.
• Created user stories using various product management frameworks (JTBD, Gherkin) to capture requirements accurately.
• Prioritized product roadmap to achieve key objectives and metrics for Advisor's modules.
• Collaborated with business to gather lower-level requirements through working sessions, effectively populating backlog.
• Proactively identified and addressed problems related to existing modules on Advisor, working closely with project members to find timely solutions.
• Gathered and disseminated project materials to stakeholders at key points, ensuring transparency and effective communication.
• Led User Acceptance Testing (UAT) work sessions with business, preparing test scripts and coordinating testing efforts.
• Managed benchmarks, product demonstrations, and testimonials for performance evaluation with business stakeholders.
• Coordinated project planning and execution with team members and team leads, ensuring smooth project delivery.
• Developed comprehensive product documentation to communicate upcoming features and align internal teams.
• Collaborated with UX to create A/B user interface components for business users, enhancing user experience.
• Maintained regular communication with development team members to track project progress and keep it on schedule.

Projects: Taxononomy Management; Client Configuration; Plans; Book; Client Brief

• Managed cross-functional teams for Taxonomy Management and Client Configuration/Onboarding (CRM) products.
• Established overall strategy, vision, roadmap, UX design, and scalability for global rollout.
• Delivered redesign version ahead of schedule to support Campaign Framework platform in United States.
• Successfully delivered MVP version to Starcom agency for 2019 Q1 budget planning with full adoption.
• Collaborated with UX to prototype full-service application with Master Service Agreements and APIs.
• Created steering committee to understand business objectives and expand rollout to other Publicis Media agencies.
• Evangelized product vision and roadmap, gaining product adoption from client teams.
• Defined business requirements and conducted API analysis for MediaOcean Prisma, Google DoubleClick Manager, and Sizmek systems.
• Conducted gap analysis between Mediaocean and other vendors (e.g., Freewheel) to evaluate buying solutions.
• Mentored junior product managers, providing coaching on SDLC, roadmap creation, and vision statements.
• Created over 10 new product business cases and presented them to senior leadership from Publicis Media agencies and client teams.
• Conducted buy/build analysis of potential applications for IT senior management team.
• Maintained positive vendor relations and assessed their products.
• Partnered with product managers and UX/UI designers to improve communication and engagement.
• Managed and mentored team of two business analysts as team leader.
• Created process flows, rough wires, and interactive prototypes using Visio, Lucidcharts, and Sketch.
• Defined metrics for measuring product performance.
• Collaborated with product team to prioritize features and build product roadmap.
• Worked with UX to create A/B user interface components for business users.
• Collaborated with user experience team to find solutions for existing applications.

Projects: Corporate intranet; External facing websites; Orion Media Planning System; Motherboard; Pitches

• Acted as product manager for creating intranet and external websites for individual agencies under holding company.
• Led development of site maps to ensure effective navigation and user experience for websites.
• Collaborated with development team and stakeholders to gather requirements, define project scope, and manage project timeline.
• Worked closely with content management system to structure and organize content for easy management and updates.
• Oversaw process of re-skinning applications to align with advertiser brand color, font, and logo for brand consistency and seamless user experience.
• Conducted user research, gathered feedback, and incorporated insights into website design and functionality.
• Managed project milestones, deliverables, and ensured on-time completion.
• Worked with UX/UI designers to create visually appealing and user-friendly website interfaces.
• Collaborated with marketing and branding teams to align websites with overall brand strategy and guidelines.
• Conducted user testing, collected insights, and iterated to improve website performance and usability.
• Monitored website analytics, performed data analysis, and identified areas for optimization and enhancement.
• Provided ongoing support and maintenance for websites, addressing issues and implementing updates.
• Ensured effective communication and coordination across cross-functional teams, stakeholders, and agencies throughout project lifecycle.
• Collaborated with IT and technical teams to integrate necessary features and functionalities into websites.
• Managed budget and resources, optimizing allocation for maximum efficiency and effectiveness.
• Led and managed development and delivery of online software products with 100% customer satisfaction rate.
• Designed and implemented financial end-to-end barter repository solution for Orion Worldwide, achieving 100% adoption rate.
• Identified new opportunities and successfully migrated existing solutions to new hosting environment.
• Led redesign and functional aspects of buying tool for Sony Pictures with 100% adoption rate.
• Gathered business requirements and delivered external-facing websites ahead of schedule.
• Created client-facing websites that received positive feedback and attracted potential clients.
• Developed interactive prototypes using Axure, resulting in 80% bug-free beta product.
• Mentored junior product managers, providing guidance and support in their daily responsibilities.

• Represented team at key stakeholders meetings; and provided summary highlights to team to help structure work which raised efficiency by 25%.
• Holistically examined Moody's business flow and identify improvement opportunities as whole based on tracking and analysis, identifying process inefficiencies through gap analysis, SIPOC, process flows, etc. via various work-streams.
• Collaborated closely with upper management to drive strategy through development and implementation of new processes.
• Identified shortfalls and propose options to rectify operational inefficiencies.

Details upon request

Details upon request

Details upon request

• Collaborated with peers and other business areas to leverage best practices