Business Analyst – Confectionary | Jan 2022 – Jan 2023
Solico Group Food Industries, with +1B$ annual revenue and +18K employees, Tehran, Iran
- Provided strategic inputs for informed business decisions through the construction and presentation of analytical insights & recommendations based on market analysis, strategic reviews of product & business operations by conducting regional, category-wise and SKU-wise trend analysis using DAX measures and visualization tools in POWER BI.
- Analyzed hourly, weekly, monthly and quarterly business patterns and seasonality, to provide meaningful insights and input for customer service and production staffing, as well as production, logistics and inventory planning, resulting in 80% reduction in out-of-stocks.
- Conducted cross-channel bid optimization and trend analysis through identifying top traffic sources and relevant conversion rates as well as their sensitivity to bid changes, using advanced SQL queries, which led to 14% higher sessions within the same ads expenditure.
- Conducted device-level conversion rate analysis to maximize marketing expenditure, leading to 12% sales boost.
- Performed A/B testing to improve landing page conversion rates, through bounce rate calculations from different traffic sources, leading to 19% growth in orders.
- Built, analyzed and tested product-level conversion funnels, analyzed cannibalization and measured the impact of newly added products, and identified low performing pages which required improvements, leading to 11% increase of the related Click Rates.
- Compiled site traffic breakdown to make sure organic and brand paid searches’ contribution kept growing.
- Liaised with Marketing, Planning, Production and Sales Teams for pre-season planning
- Developed and managed dashboards for business performance (historical and future forecast) at a detailed level with supporting executive summary.
- Responsible for management of inventory to ensure alignment with branch targets and sales trends
- Analyzed key SKU trends and adjusted forecasts, and inventory levels as needed
- Visited customers regularly, with written reports, identifying business opportunities.
- Recommended price changes / BOM optimizations / packaging modifications for financial optimization by developing competition price point reports and P&L analysis
- Developed customer clustering, and proposed meaningful insights for promotion planning
