MUHAMMAD REHAN

MUHAMMAD REHAN

Director of Marketing Analytics | Data Scientist | AI & BI Strategist

Based in: Saint Petersburg, RussiaCurrently: Data Analyst & Founder's Associate, Hayakat Al Hawa Trading Co. (Hawa)Experience: 11 years

Hire me

Strategic leader and Data Scientist with a track record of managing 20+ member teams and multi-million-rupee budgets at DHA. Expert in building interpretable deep learning pipelines (85% recall, 0.90 AUC-ROC) and automating BI workflows that drive 35% YoY growth in lead pipelines. Passionate about applying AI to Marketing Analytics, Supply Chain, and Business Intelligence for early-stage startups.

Experience

Data Analyst & Founder's Associate

Hayakat Al Hawa Trading Co. (Hawa)Saint Petersburg, Russia / Remote · D2C Lifestyle Brand, Saudi Arabiawork2025 – Present

Summary

Data Analyst & Founder's Associate at a D2C Lifestyle Brand in Saudi Arabia.

What I did

  • Architected a driver-based revenue forecasting model (Sessions × CVR × AOV) in Python, incorporating stockout-adjusted baselines across 16+ SKUs, reducing forecast error by 20% versus the prior manual model.
  • Designed and deployed Metabase BI dashboards on BigQuery, consolidating CAC, LTV, conversion rate, and campaign ROI into a single executive view, cutting insight-to-action latency from days to hours.
  • Audited and reconciled a 25,070-unit warehouse inventory across 16 SKUs using Python-based validation scripts, identifying a flagged weight discrepancy that prevented a billing error on a multi-thousand-dollar shipment.
  • Automated procurement and PO workflows via N8N AI agents, eliminating ~60% of manual reporting effort and enabling proactive restocking before stockout events.
  • Built an AI-powered ad spend analytics agent in Python, linking paid media investment to ROAS and marginal-return breakdowns, enabling data-driven budget reallocation across channels.

Results

  • Reduced forecast error by 20% versus the prior manual model.
  • Eliminated ~60% of manual reporting effort through N8N automation.
PythonMetabaseBigQueryN8NAI AgentsSQL

Marketing Data Analyst

Crastalia GlassRemote · United Stateswork2022 – 2024

Summary

Marketing Data Analyst for a US-based company.

What I did

  • Engineered SQL-based marketing analytics pipelines tracking customer acquisition, retention, and LTV across 5+ digital channels; reduced data processing time by 70% versus manual Excel workflows.
  • Built Power BI dashboards for weekly C-suite reporting, cutting report turnaround from 3 days to 4 hours and enabling real-time monitoring of campaign performance, A/B test results, and channel-level conversion rates.
  • Developed a customer churn prediction model in Python (scikit-learn) achieving 83% accuracy; the resulting targeted re-engagement campaigns improved customer retention by 14% within one quarter.
  • Executed 12+ structured A/B tests on landing pages and email sequences using statistical significance testing, delivering a cumulative 9% uplift in CVR through iterative copy, CTA, and segmentation improvements.
  • Conducted marketing mix efficiency analysis across paid channels, identifying underperformers and reallocating 22% of budget to higher-ROAS segments, improving blended ROAS by ~17%.

Results

  • Cut report turnaround from 3 days to 4 hours.
  • Achieved 83% accuracy in churn prediction model.
  • Delivered a cumulative 9% uplift in CVR through 12+ A/B tests.
  • Improved blended ROAS by ~17%.
SQLPower BIPythonscikit-learnExcelA/B Testing

Director of Marketing Analytics

Defence Housing Authority (DHA)Peshawar, Pakistanwork2015 – 2022

Summary

Real Estate & Urban Development · Team: 20+

What I did

  • Introduced Python-based predictive analytics and CRM automation across a 20-member marketing team - growing the qualified lead pipeline by 35% YoY and improving client retention by 22%.
  • Built automated forecasting dashboards for property demand and campaign ROI, replacing 100% of manual Excel reporting and reducing senior leadership's weekly reporting cycle by 2 days.
  • Applied customer segmentation and attribution modeling to a multi-million-rupee annual marketing budget, improving blended ROI by 18% by reallocating spend away from low-performing channels.
  • Designed data-driven investor engagement campaigns using behavioral segmentation and market trend analysis, positioning DHA Peshawar as the #1 housing authority in the region by brand share.

Results

  • Grew qualified lead pipeline by 35% YoY.
  • Improved client retention by 22%.
  • Replaced 100% of manual Excel reporting.
  • Reduced weekly reporting cycle by 2 days.
  • Improved blended ROI by 18%.
  • Positioned DHA Peshawar as the #1 housing authority in the region.
  • Restructured vendor procurement cycles by consolidating fragmented sub-contractors, eliminating redundant markups and standardizing operational terms.
  • Oversaw an annual operating budget of PKR 1.5M+ (pending clarification) for cross-functional operations and vendor contracts.
PythonCRM AutomationExcelCustomer SegmentationAttribution Modeling

Skills

Technical

SQLSQL
Power BI
PythonPython
A/B Testing
Customer Segmentation
CAC / LTV Analysis
pandas
Attribution Modeling
Machine Learning
Predictive Modeling
Metabase
NumPy
scikit-learn
ETL Pipelines
BigQuery
LIME
N8N
Causal Inference
Google Data Studio
Marketing Mix Modeling
SHAP
RR
SPSS
NLP

Languages

Urdu
English
Russian

Projects

Interpretable Deep Learning Pipelines

Research Studentacademic
Developing interpretable deep learning pipelines using SHAP, LIME, and causal inference for early detection of digital behavioral risk patterns, specifically auditing feature attribution to eliminate spurious correlations.
SHAPLIMECausal InferenceDeep Learning

Education

MSc Data Analytics for Business and Economics

Higher School of Economics (HSE)Economics Track2024

Thesis. Responsible AI & Behavioral Prediction

Societies & activities

President, HSE Student Council - CISAHSE Buddy Program 2024

MS Management

City University of Science and ITManagement2016 – 2018

BCom (Honours)

University of PeshawarCommerce2009 – 2014

Recognition

Awards

Outstanding Contribution Award

HSE Buddy Program2024

Awarded for contributions in 2024

Certifications

Data Science on Google Cloud

CompTIA2024

Six Sigma Black Belt

PMI2024

Agile Project Management

PMI

Business Analysis Foundations

IIBA

SQL

DataCamp

Patents & publications

Towards Next-Generation Smart Supply Chain Management: AI-Driven Big Data Analytics for Robust Demand Forecasting

publication2025

Center for Management Science Research.

With Rehan, M. et al.

Read it

Towards Sustainable Agri-Food Systems 4.0: ML and Data Engineering Synergies for Intelligent Food Production

publication2025

Spectrum of Engineering Sciences Journal.

With Rehan, M. et al.

Read it

Predicting the Impact of Social Media Usage on Mental Health Using Deep Learning Approaches

publication2025

Academia International Journal for Social Sciences, 4(4), 759-773.

With Rehan, M. et al.

Read it

Governance & advisory

President

HSE Student Council - CISAotherPresent

First international student elected, representing all HSE Russia campuses.

Social impact & activities

Buddy

HSE Buddy Programvolunteer2024 – 2024

Assisting international students at HSE.

Hire MUHAMMADReach out about a role, a contract or a conversation.For recruiters

MUHAMMAD's twin is AI, it can make mistakes.

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