Description

I help Growth, Marketing and Analytics teams measure true impact and optimize marketing ROI using Marketing Mix Modelling, incrementality/experimentation, and machine learning, and build Customer 360 capabilities (segmentation, churn prediction, and next-best-action) to accelerate value management, retention, and growth.

I combine executive-level framing (the decision we’re enabling) with hands-on delivery (data, modeling, validation, and stakeholder-ready storytelling). I’ve led analytics work across multiple markets and teams, partnering with Marketing, Finance, Product, and Data Engineering.

Typical missions:

MMM / Marketing effectiveness: model build or audit, response curves, saturation & diminishing returns, scenario planning, budget reallocation recommendations

ROI & measurement: incrementality approach, test-and-learn design, KPI framework, dashboarding & decision support

Customer analytics: churn prediction, CLV/retention drivers, segmentation (RFM/behavioral), next-best-action

What you get:

Clear business framing + transparent assumptions

Practical outputs (E2E, production-ready models, recommendations, scenarios, handover)

Fast communication and stakeholder-ready storytelling

If you’re investing in marketing and want to know what drives revenue and where to shift budget, I can help.

Languages

English
Native or bilingual
Arabic
Native or bilingual
French
Native or bilingual
German
Basic

Workplace preferences

Can work on-site

Berlin (up to 50km)

LY Insights
Founder | Marketing Analytics & AI Consultant
December 2025 - Today (6 months)
Berlin, Germany
I founded LY Insights, a boutique consultancy helping teams improve marketing ROI and customer value through data, experimentation, and ML.
Services: MMM & ROI optimization, incrementality / test-and-learn, Customer 360 (segmentation, churn, CLV, next-best-action), and Data/AI strategy (readiness, roadmap, governance).
Marketing Mix Modeling (MMM) artificial intelligence Marketing ROI & Budget Optimization Churn prediction Customer Value Management (CVM)
Paramount
Data Science Director
FILM AND AV
March 2023 - Today (3 years and 3 months)
Berlin, Germany
Leading Data Science Strategy across Europe, LATAM, Australia, and Canada and driving AI innovation within Paramount Group.

Directed the end-to-end development of predictive models, customer segmentation, and BI reporting, boosting campaign targeting accuracy by 14%, reducing churn by 10%, and driving an 11% revenue uplift.

Managed the development and implementation of marketing mix models, optimizing a $550 million marketing budget across international markets, driving a 12% year-over-year lift in ROI.

Led the design and deployment of AI-driven chatbots
Data science Churn prediction artificial intelligence Customer segmentation Marketing Mix Modeling (MMM)
STC Group (Telecom)
Associate Director Analytics
March 2020 - March 2023 (3 years)
Led the full development cycle of predictive models and customer-segmentation frameworks, from defining business needs and hypotheses through data preparation, model building, and insight generation, reducing high-value churn by 10% and boosting revenue by 12%.

Delivered deep-dive analyses and evaluated customer value management and retention campaign performance to support revenue growth strategies.

Oversaw data collection, transformation, and visualization to support strategic decision-making.
Churn prediction Customer Value Management (CVM) Customer segmentation artificial intelligence Business intelligence