ASAD RAZA

Senior Business Analyst (Sr. Consultant Business Analysis)

+971509398455 asadraza@live.com.pk linkedin.com/in/razaasad
Abu Dhabi, UAE

ABOUT
I am a seasoned Senior Business Analyst with over a decade of experience in the IT and Telecom sectors. My career is
marked by leading complex projects to successful completion, specializing in Telecom BSS (Digital Stack), B2B Enterprise
and Fixed Products, Customer Lifecycle, Retail Channel Management, and Dynamics 365 CRM. I excel at utilizing Dynamics
365 CRM to enhance customer engagement and streamline business operations.
KEY SKILLS
I have effectively led the BPM & PMO functions, focusing on optimizing business processes
and integrating cutting-edge technological solutions to boost efficiency and efficacy. My Business Analysis
proficiency extends to Customer Journey Design, where I have significantly enhanced
usability and customer experiences. Through thorough analysis, innovative process design, Dynamics 365 CRM
and strategic technology integration, I have implemented cost-effective enhancements Telco BSS, Service Mgmt.
across organizations, cultivating a culture of continuous improvement and operational
excellence. User Stories, Sprints
Agile Methodologies
With extensive experience as a Techno-Commercial Professional, I am skilled in Business
Process Re-Engineering, Business Analysis, System Design, and Customer Experience Service Automation
Management. My expertise spans the Telecom BSS/OSS Ecosystem, Enterprise Product
Platforms, Mobile Financial Services, eCommerce, and Digital Business Transformation & Marketing Campaigns
Commercial Operations. Commissioning Systems

Certified as a Six Sigma Green Belt, I am adept at translating complex business challenges Requirement Elicitation
into sustainable solutions, helping organizations achieve their strategic objectives with Stakeholder Collaboration
measurable results.
JIRA, Azure Devops

KEY PROJECTS SUMMARY Business Requirement Docs

Below are some key projects for which I was responsible or part of the project team. Solution Diagrams, Workflow
Operations Outsourcing
Dynamics 365 CRM Implementation - Abu Dhabi Government Jan 2023 - Present
As the Lead Business Analyst at Abu Dhabi Customs & DOH, I enhance internal processes Training & Demonstrations
using Dynamics 365 CRM to manage detailed customer profiles and optimize marketing
operations by utilizing Dynamics 365 CRM for Marketing. My role involves performing gap User Interface Design
analyses, eliciting requirements, and implementing tailored Dynamics 365 functionalities Customer Journey Design
like customer engagement and service automation. Employing Agile methodologies, I
manage development through user stories and sprints, ensuring efficient project delivery. I Customer Experience Mgmt.
oversee the creation of Business Requirement Documents, solution diagrams, and Selfcare platforms
workflows, aligning business needs with Dynamics 365 CRM capabilities to improve
operational efficiency and customer interaction. Dynamics 365 for Marketing
Dynamics 365 CS
Smart Campaigns & Commissioning System - Telenor Pakistan Jan 2022 - Oct 2022
As the Business Lead for Telenor Pakistan's Smart Campaigns and Commissioning system implementation, I focused on
enhancing their marketing campaigns and commission management. My role involved integrating a comprehensive system
for end-to-end management of promotional campaigns and dealer commissions, enhancing Telenor’s retail operations. Key
responsibilities included managing requirements from start to finish, designing customized workflows to optimize campaign
management, and enabling resellers to boost sales directly at the point of sale. A significant contribution was implementing
a user-friendly interface that simplified campaign management and allowed for flexible iterations of marketing strategies.

Digital BSS Stack (DBSS) - Jazz (A subsidiary of VEON) May 2017 - Nov 2021
As the Business Lead for Jazz’s Business Division, I spearheaded the $2 billion DBSS (Digital BSS Stack) project, aimed at
overhauling existing BSS systems with new solutions and services. My key responsibilities included capturing business
requirements and ensuring compliance with regulatory processes through collaboration with stakeholders. I also oversaw
the alignment of High-Level Designs (HLDs) and Low-Level Designs (LLDs) with business needs and regulatory Standard
Operating Procedures (SOPs).

B2B Self Care Platform - Jazz (A subsidiary of VEON) Jan 2019 - Dec 2020
As the Business Analyst Expert, I spearheaded the development of Jazz Business World, a self-care platform for B2B
customers. I was responsible for gathering business requirements, analyzing stakeholder input, and designing customer
journeys to enhance user engagement and platform traffic. The platform features comprehensive tools for account
management, billing, service customization, and real-time analytics, all integrated seamlessly with existing telco services.
This allows businesses to efficiently manage their telecommunications needs, monitor usage, and handle services
autonomously, ensuring a cohesive and empowering self-service experience

Telco Merger - Jazz & Warid (A subsidiary of VEON) Jan 2016 - Dec 2018
As a Business Analyst during the 2016 merger of Jazz and Warid Telecom, I played a key role in several critical integration
projects. My responsibilities included merging helpline queues, unifying product portfolios for business customers, and
standardizing processes and customer service channels across both entities. I managed the comprehensive revamp of
existing operations, adopting best practices from both telecom systems to enhance service delivery and customer
satisfaction. This strategic consolidation led to significant operational efficiencies and seamless customer experiences,
aligning with the merger's goal to achieve estimated synergies of $500 million while adhering to regulatory standards set by
the Pakistan Telecommunication Authority.

EXPERIENCE

Role Organization Tenure

Sr. Consultant Business Analysis Oct 2022 - Present

(Pakistan & UAE)

Responsibilities:
Systems Limited, a premier IT and technology firm headquartered in Pakistan, is recognized for its trailblazing software
solutions and services. Operating globally, the company boasts a presence in numerous countries, offering an extensive
array of services such as business process outsourcing, software development, and IT consulting to a wide-ranging
international clientele across various sectors.

● Conducted thorough audits of current marketing technology infrastructure, evaluating platforms, integrations, and
data flows.
● Supported the strategic vision of CRM/Lifecycle Marketing through all owned digital channels (email, SMS, push,
push notification, whatsapp etc.)
● Collaborated with users to understand their business objectives and aligned MarTech strategies accordingly.
● Prepared detailed reports outlining findings, recommendations, and a roadmap for optimization.
● Integrated various marketing tools to create a cohesive and efficient marketing technology stack, ensuring smooth
data flow and communication between different marketing systems.
● Oversaw data collection, storage, and management processes to ensure accurate and reliable marketing data.
● Utilized analytics tools to derive insights from marketing data and provided actionable recommendations for
optimizing campaigns and strategies.
● Developed and implemented automated marketing processes to streamline workflows and increase operational
efficiency.
● Defined and documented business requirements related to system functionality, performance, security, and internal
controls; documented current state and future state processes for purposes of gap analysis, process improvement
opportunities, and training.
● Communicated effectively with external and internal teams to ensure the delivery of solutions and/or project’s
functional requirements.
● Participated or coordinated technology evaluations, assisted business areas with changes or selection of systems,
and maintained relationships with IT application vendors during selection processes and implementation projects.
● Provided consultancy and researched possibilities with respect to solutions and cost (support business case
preparation).
● Interacted with the business to understand their processes and (IT) needs, acting as the liaison between business
units, technology teams, and support teams.
● Prepared test cases based on system design, requirements, and expected results; executed detailed test
 cases/scripts for functional testing and regression testing, tracked issues, and coordinated user acceptance testing
with business end-users.
● Ensured the quality of documents and other deliverables met quality standards, appropriate methodology, and
acceptance criteria.

SAP HCM (Internal Implementation)

● Collaborated with business stakeholders and functional consultants to understand requirements and deliver SAP
solutions that optimize the HCM process.
● Performed system analysis, testing, and documentation for SAP HCM module enhancements.
● Monitored system performance, identified areas for improvement, and implemented best practices to enhance
efficiency and productivity.
● Conducted user training sessions and created training materials to ensure end-user proficiency and adoption of
SAP functionalities.
● Coordinated with cross-functional teams, including Finance and IT, to support integrated business processes and
system interfaces.

Role Organization Tenure

Asst. Manager Systems & Processes Jan 2022 - Oct 2022

Telenor (Pakistan)
Telenor Pakistan, a key player in the telecommunications sector, operates as a subsidiary of Telenor Group, a major
international provider of telecommunication services. Specializing in mobile and internet services, Telenor Pakistan has
established a strong presence in the region, offering innovative solutions and connecting millions of customers across the
country.

Responsibilities:
As the Business Lead for the implementation of Telenor Pakistan’s Smart Campaigns and Commissioning System, I played a
pivotal role in revolutionizing the company’s marketing campaigns and commission management. My leadership focused on
seamlessly integrating systems to manage promotional campaigns and dealer commissions end-to-end, greatly enhancing
the efficiency of Telenor’s retail operations. Key achievements included:

● Managed the entire lifecycle of requirements, from initial gathering to final implementation. I spearheaded the
design of customized workflows that streamlined campaign management and empowered resellers to enhance
sales directly at points of sale.
● Implemented a user-friendly interface that simplified the management of marketing campaigns, facilitating agile
and effective adjustments to marketing strategies.
● Oversaw Telenor Pakistan's complete retail systems, ensuring robust product performance and alignment with
business objectives.
● Served as Technical Committee Lead for the Pakistan Telecommunication Authority (PTA) and Pakistan Mobile
Database (PMD), guiding legal investigations and regulatory changes within the BSS landscape.
● Worked closely with business users to understand and document new requirements, translating these into
actionable project plans and technical specifications.
● Created essential project artifacts and designed detailed solution diagrams and workflows, encapsulating these in
comprehensive requirement and change request documents.
● Organized and conducted end-user training sessions and handled problem analysis for the sales and distribution
channels to optimize user adoption and functionality.
● Led the innovation and development of systems and services that significantly contributed to Telenor Pakistan’s
strategic goals, particularly enhancing business support systems to aid regional and business partner operations.
● Managed Product and System User Acceptance Tests (UATs), overseeing the seamless transition from testing to live
deployment and subsequent monitoring.
● Acted as the key liaison among Technology, Product Development, Business Intelligence, and Business units,
focusing on the development and adaptation of systems for Android and iOS platforms, ensuring cohesive
operations across departments.

Role Organization Tenure

 Expert Systems & Processes
Add. Role Customer Journey Design & Usability Jan 2017 - Dec 2021
Expert
Jazz (Pakistan)

Jazz, a leading telecommunications operator in Pakistan, operates as a subsidiary of VEON Ltd., a global digital operator,
renowned for its innovative digital and cellular solutions. The company has established itself as a market leader, offering a
wide range of services including mobile and internet services to millions of customers across the country.

Responsibilities:
As an Expert Business Analyst and Solution Architect at Jazz Business, I played pivotal roles across multiple high-impact
projects, leading BPM & PMO functions, and focusing on innovative customer journey designs and usability improvements.
Below are my consolidated responsibilities and project involvements:

● Identified inefficiencies and led optimization initiatives across business processes, particularly during the
integration phases of the Jazz and Warid merger.
● Employed advanced data analytics and process mapping techniques to develop strategies that significantly
enhanced operational efficiencies.
● Systematically designed and documented business processes that aligned with both strategic objectives and
regulatory requirements, particularly for the Digital BSS Stack (DBSS) project.
● Created SOPs and workflow diagrams that became standards across the newly merged organizational structure.
● Spearheaded the $2 billion DBSS project, overhauling existing BSS systems with cutting-edge solutions and
services, ensuring compliance with regulatory standards.
● Directed the alignment of High-Level Designs (HLDs) and Low-Level Designs (LLDs) with business needs,
integrating new technologies and services effectively.
● Led the development of the Jazz Business World self-care platform, enhancing B2B customer engagement through
tailored customer journeys and a suite of management tools including billing, service customization, and real-time
analytics.
● Managed critical integration projects during the Jazz and Warid merger, which included merging helpline queues,
unifying product portfolios, and standardizing customer service channels, achieving significant synergies and
enhanced customer satisfaction.
● Led cross-functional teams in Agile and Waterfall project methodologies, ensuring successful execution across all
projects.
● Designed and implemented enterprise solutions such as Enterprise SMS Marketing, Asset and Fleet Tracking, M2M &
IoT systems, Samsung Knox security, Office 365 licenses, and integrated Mobile PABX with fixed services to
streamline B2B communications.
● Developed comprehensive training materials and conducted sessions to educate stakeholders and users, promoting
a culture of knowledge-sharing and continuous improvement.
● Actively collaborated with regulatory bodies like the Pakistan Telecommunication Authority to ensure all solutions
met legal standards and operational best practices during the merger and beyond.

Role Organization Tenure

Quality Assurance & Business Analyst Jan 2014 - Dec 2016

Jazz (Pakistan)

Responsibilities:
● Led the development and supervision of processes and procedures for Jazz Business Services Segment (BSD),
focusing on nationwide corporate sales for new products and services.
● Implemented policies and Standard Operating Procedures (SOPs) for daily operations across various teams in the
department.
● Designed comprehensive product and service delivery processes, including operational checklists to ensure
 standard service quality.
● Conducted nationwide training sessions for Sales teams (Corporate & ES) on new products and services.
● Prepared test plans for User Acceptance Testing (UAT) of product and system functionalities.
● Actively participated in test planning, regression testing, and quality assurance throughout the development
lifecycle

EDUCATION & Certifications

Lean Six Sigma Green Belt from Singapore Institute of Quality
Bachelors in Business Administration from VU Pakistan