Hanifa Elahi

Senior Data Analyst with 4+ years of experience, starting in financial analysis and later moving into product, business, and data engineering in edtech. I have a software engineering background, so I've worked on both sides of analytics: building the models and pipelines, and using the data to answer business questions. Most of my work has been around user behavior, funnels and conversion, and I work closely with product, growth, marketing, sales, and leadership.

Lead Data Analyst at Maqsad (Pvt.) Ltd. (2025-10 – Present)

• Worked with the co-founder on the company's proposed acquisition by a major telecom operator, building financial models for the base and acquisition cases to estimate the potential revenue uplift from the partner's distribution.
• Built the operating model for the business, bringing marketing spend, leads, sales, revenue, and contribution margin across 5 product lines into one place, supporting decisions that improved the test prep product's margin from 11% to 70% and cut lead costs by ~40%.
• Analyzed 26.7K leads, finding a segment that converted nearly 4× more often, and worked with marketing to restructure campaigns and shift spend toward it.
• Designed a lead-scoring model from in-app behavior across mobile and web, validated on 10K users, and used it to prioritize weekly sales outreach, cutting 60–70% of low-intent leads and building a warm lead pool for peak season.
• Developed an automated lead classifier with Claude Code that tagged 28K+ chat leads by intent and helped sales focus on the strongest ones, raising conversion from 1% to 4% over four months.
• Owned app install attribution end-to-end with mobile and backend teams, using the data to improve user targeting and contributing to a 6% lift in conversion.

Senior Data Analyst at Maqsad (Pvt.) Ltd. (2024-03 – 2025-09)

• Served as the primary analytics point of contact for product, growth, and marketing, turning business questions into analysis, reports, and dashboards used for planning and decision-making.
• Ran in-app experiments with the product team, tracked user behavior and conversion, and used the results to guide feature decisions.
• Analyzed free-user usage patterns to determine how much access to a core paid feature should remain in the free tier, helping the product team set the freemium limit.
• Restructured the company's data landscape by implementing Medallion Architecture in dbt across Bronze, Silver, and Gold layers giving teams clean data to query directly and cutting ad-hoc data requests by 30%.
• Rebuilt Spark ETL pipelines using incremental Iceberg MERGE loads, cutting query time by 25% and daily pipeline costs by 40%.
• Built a real-time Kafka and Mage AI pipeline that identified high-intent student actions for sales within seconds, cutting response time by 80%.

Data Analyst at Maqsad (Pvt.) Ltd. (2023-02 – 2024-02)

• Led North Star Metric analysis, segmenting users by weekly activity and finding consistently active users were 5× more likely to convert, helping double retention by focusing on early engagement.
• Analyzed 4M+ users with excess in-app coins, identified reward leakage, worked with product and engineering to improve reward rules, contributing to a 3× increase in net revenue.
• Mapped the install-to-purchase funnel for test-prep users to understand which app features and actions contributed most to purchases, driving a 5% increase in conversion.
• Investigated 330K+ in-app content videos, found poor search matching behind 24.1% of un-viewed content; worked with engineering to bring that down to 16%.

Financial Analyst at iSystematic, Inc (2022-01 – 2023-01)

• Conducted fundamental and technical analysis of US and ASX200 equities to identify potential investment opportunities.
• Built an Excel-based trading algorithm using predictive models and sentiment indicators, improving signal precision by 15%.
• Tracked investor activity across 1,500+ US equities, analyzing changes in shareholding, portfolio allocations, and investment values.
• Evaluated equity performance across 1990–2021 market downturns using backtesting and trend analysis.

Bachelor of Engineering in Software Engineering – NED University of Engineering & Technology (2017-11 – 2021-10)