Summary
Overview
Work History
Education
Skills
Timeline
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Shahzeb Arif

New York,NY

Summary

Seasoned data and analytics leader with a background in marketing, ecommerce and digital analytics. Solution-oriented problem solver with experience leading and executing analytics projects for various clientele including AMC, Case-Mate, Coca-Cola, E-Z-GO, Fiserv, FLEETCOR, Georgia-Pacific, Mohawk Flooring, Motel 6, Party City, Pfizer, Randstad USA, Sargento, Sonos, The Salvation Army, T-Mobile and Winnebago.

Overview

9
9
years of professional experience

Work History

Vice President, Analytics

Publicis Collective
11.2023 - Current
  • Promoted to VP on 7/1/2025
  • Leads the analytics team supporting the Primary Care Non-Vaccine brands on the Pfizer account
  • Oversees reporting of DTC and HCP campaigns with an emphasis on how media performance drives business outcomes
  • Develops measurement plans and test and learn agendas for DTC and HCP campaigns
  • Builds and maintains reporting and data automation processes with cross channel internal teams
  • Develops career frameworks for team members and provides continuous mentorship leading to the promotion of multiple team members
  • Collaborates with key stakeholders at Pfizer to continually foster the relationship and ensure we are meeting their needs

Director of Data Management & Measurement

Barkley
03.2022 - 11.2023
  • Analytics group director overseeing two teams with a portfolio of 40+ clients
  • Led all data warehouse and dashboard development projects
  • Oversaw marketing, website and business reporting for clients with an emphasis on actionable reporting and insights
  • Built measurement strategies, KPI frameworks and learning agendas for clients
  • Created data governance plans to ensure accurate and efficient data capture procedures
  • Developed advanced analytics models & analyses with Data Science team i.e. media mix models, decomposition forecasting, casual impact analyses, geo-lift testing etc.
  • Collaborated with Brand and Growth teams on new business pitches and organic growth opportunities

Associate Director, Advanced Analytics

360i
08.2021 - 03.2022
  • Analytics team lead for the Party City, Sargento and Sonos accounts
  • Managed 5 onshore and offshore analysts
  • Oversaw the development and automation of database views and dashboards for clients
  • Implemented reporting processes and deliverables across clients
  • Built measurement strategies, learning agendas and reporting frameworks for clients
  • Provided strategic thought leadership on everything analytics for clients
  • Worked closely with the VP of Analytics to build a structured analytics discipline and community within the agency

Data Analyst

Randstad USA
08.2020 - 08.2021
  • Managed analytics agency partner with 4-5 team members depending on project capacity
  • Developed database views and dashboards for end to end B2B lead generation attribution reporting
  • Built marketing funnel reports with separate views for executive leadership, marketing leadership and marketing channel owners
  • Provided analytics support for quarterly business reviews with executive leadership
  • Led campaign reporting calls with marketing leadership and marketing channel owners
  • Provided mid-campaign recommendations for spring marketing campaign that doubled on-site conversion rate

Analytics Manager

FortyFour
06.2018 - 08.2020
  • Led and executed analytics projects for 20+ clients
  • Built database views and dashboards to report website and marketing performance for clients
  • Led reporting calls with clients on weekly and monthly cadences to communicate actionable insights and recommendations
  • Created measurement strategies for clients outlining campaign KPIs and reporting cadences
  • Developed forecasting models to predict monthly and yearly sales/conversions for clients
  • Performed deep-dive analyses for clients such as mixed cart analyses, customer lifetime value analyses, new customer cohort analyses, user flow analyses etc.
  • Worked with developers to create website tracking implementation strategies for clients

Data Analyst

IQ Agency
03.2017 - 06.2018
  • Responsible for all analytics, reporting, and quantitative research for clients
  • Built data models to support monthly scorecard reporting
  • Created monthly and bi-weekly advertising and media campaign reports, and developed insights for clients based on trends in data
  • Created forecast models to predict how advertising campaigns would perform using basic linear regression methods
  • Conducted market, competitor, and user research for clients on an ad hoc basis

Education

BBA - Finance & Marketing Double Major

University of Georgia
Athens, GA
2016

Skills

  • Microsoft PowerPoint and Google Slides
  • Microsoft Excel and Google Sheets
  • SQL, R, and Python
  • AWS, Snowflake, and Google BigQuery
  • Tableau, Datorama, PowerBI, and Looker Studio
  • Fivetran, Matillion and Alteryx
  • Google Analytics and Adobe Analytics
  • Google Tag Manager and Telium
  • Organizational Leadership
  • Multi-Level Team Management

Timeline

Vice President, Analytics

Publicis Collective
11.2023 - Current

Director of Data Management & Measurement

Barkley
03.2022 - 11.2023

Associate Director, Advanced Analytics

360i
08.2021 - 03.2022

Data Analyst

Randstad USA
08.2020 - 08.2021

Analytics Manager

FortyFour
06.2018 - 08.2020

Data Analyst

IQ Agency
03.2017 - 06.2018

BBA - Finance & Marketing Double Major

University of Georgia

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