Safia Shahi

Results-driven Researcher with 5+ years of experience in FMCG and finance, including leadership tenure as Field Team Lead at EY Sweeney, Melbourne. Proven ability to translate data into actionable insights. Multifaceted professional with experience in content creation, social media analytics, and editorial work across education and science domains.

Entrepreneurial mindset demonstrated through co-founding and scaling an online retail startup, overseeing all aspects of operations and business success.

Co-Founder at Vivid Handicrafts (2020 – 2026)

An online platform which sells varied kinds of handicrafts sourced across India with the objective of promoting small business and showcasing the diversity of the Indian craftmanship to the world.

• Conducted target market research to scope out industry competition and identify advantageous trends.
• Developed key operational initiatives to drive and maintain substantial business growth.
• Established foundational processes for business operations.
• Directed market expansions to propel business forward, meet changing customer needs.
• Networked with other businesses and customers to increase sales opportunities and contacts.
• Developed marketing materials and campaigns to boost brand awareness and customer engagement.

Editor at Atlas of Today's World (2021 – 2022)

Proofreading and editing articles submitted by authors on geo-political, socio-economic aspects in today's scenario.

• Helping in building a knowledge base by researching through think tanks and international universities by tapping the Ph.D professionals for further contribution for this not for profit organization.

Field Team Leader - Market Research at EY Sweeney (2017 – 2018)

• Assisted in establishing project resources, booking and briefing team of 20 interviewers, creating field schedules and meeting other logistical requirements.
• Delivered questionnaire design feedback to researchers and data analysts using problem solving and analytical skills.
• Increased performance and deliver feedback to interviewers by multi-tasking activities and generating field reports for internal use and external industry standards.
• Projects: Yarra Ferries Intercept Survey, Queen Victoria Market Sentiment Tracking Survey, Crown Resorts Limited Audit (Melbourne & Perth), St.Kilda Festival – City of Port Phillip, PTV Community Panel.

Marketing Assistant at Tax & Super Australia (2017 – 2017)

A range of Qualitative and Quantitative Analysis was carried out via Professional Events Feedback Survey, Customer Satisfaction Survey, Opinion Survey, Demand Generation Survey, Product Testing Survey and interviews of Members of the organization.

• Major Project: A combination of Customer Satisfaction, Brand performance, Brand personality, Target Market Analysis, Typical Customer Analysis and Demographics Survey. The aim was to understand all of these aspects of the Members and in future enhance the products and service to meet their needs. A Competitor Analysis for various levels of membership was also conducted to build a new service. A detailed report with insights and recommendations based on the current available data was sent to the Board for furthering Marketing Strategies.

Market Research Interviewer at Thinkfield (2016 – 2017)

• Conducted Face to Face Interviews for the City of Hobson's Bay Council in relation to their services, facilities and activities.
• Used the Sampling Technique to extract data in accordance with the ISO 20252 Standard for Market Opinion and Social Research over various cross sections of demographics.

Newsletter Editor at Malvern Central School & Renown Kindergarten (2014 – 2016)

Market Research Analyst at Symphony Marketing Solutions (2008 – 2009)

In-depth Market Research for the client Information Resources Incorporated (IRI), USA - More than 150 clients-includes manufacturers and retailers of US. The tool used was Quality Scan Version 3.0(QS3) and Mintel to extract data and conduct analysis for Market Research.

• Providing details for manufacturers and retailers regarding the product sales and movement in the US market.
• Report creation as well as PowerPoint Presentations for the perusal of the end client to develop Marketing Strategies.
• Help in the growth of the company/retailer share in the market by providing solutions based on the 4 Ps of Marketing.

Process Associate at Hewlett Packard Global e-Business Operations (2005 – 2006)

Diploma in International Affairs and Diplomacy – Indian Institute of Governance and Leadership (2025 – 2026)

MBA in Finance, Marketing – Visveswaraya Institute of Technology (2006 – 2008)

Bachelor of Science – University of Mysore (2002 – 2005)