About
Hi, I'm Hafsa.
I'm a Marketing Intelligence Analyst. I build the unglamorous infrastructure that decisions rest on — ETL pipelines, attribution platforms and reporting systems that people at the top of an organisation actually open.
Right now I'm at The Migration, an Australian migration and visa consultancy, where I engineered the cross-platform data integration layer that unifies Meta Ads, GoHighLevel, GA4 and Google Search Console into a single Streamlit source of truth. It tracks 5,200+ leads against a USD 10K/month media budget, and the CEO uses it as the primary strategic decision tool. Alongside the analytics work I act as line manager for a 12-person marketing department and sit in C-level strategy forums as the embedded data voice.
I came to this from statistics rather than marketing. My degree is in Statistics from the University of the Punjab, and my first analyst role was on a factory floor at Sapphire Finishing Mills — where I learned that the fastest way to earn trust is to take something that takes an hour and make it take fourteen seconds. I've also published peer-reviewed research modelling air quality in Islamabad, which is where the statistical rigour comes from.
The thread running through all of it: a model nobody deploys is a hobby. I care about the gap between technically correct and actually used — which usually means data governance, clean pipelines and reporting that answers the question someone was really asking. Increasingly that also means AI-assisted development; a good chunk of my recent integration work was built with Claude Code.
Skills
Marketing Analytics & BI
AI & Automation
Programming & Data Engineering
CRM Architecture & Governance
Statistical & Predictive
Enterprise & Project Management
Experience
Marketing Intelligence Analyst
The Migration — Australian Migration & Visa Consultancy
- Engineered a custom ETL pipeline and centralised Streamlit application performing cross-platform data integration across Meta Ads, GoHighLevel, GA4 and Google Search Console APIs — replacing siloed marketing and CRM data with an enterprise single source of truth.
- Delivered multi-touch attribution mapping across 5,200+ leads, 3,300+ appointments and 395 conversions for a USD 10,000/month media budget — driving cost-per-lead to USD 7.45 and cost-per-appointment to USD 11.58 through real-time budget reallocation recommendations.
- Architected the CRM environment in GoHighLevel, enforcing data governance and cleaning protocols across workflows, automations, pipelines, opportunities and custom fields.
- Designed automated revenue reconciliation reports identifying funnel leakages and tracking ROI per acquisition channel, consolidating multi-source KPI data into board-ready executive packages.
- Acted as strategic data advisor to C-suite executives — delivering predictive modelling, trend analyses and Meta campaign forecasts that catalysed major budget and growth decisions.
- Provided cross-functional leadership as acting line manager for a 12-person marketing department spanning performance, content & media, and SEO.
Data Analyst
Sapphire Finishing Mills Ltd.
- Architected an automated ETL pipeline compressing a recurring 1-hour analysis cycle to 14 seconds — eliminating manual transcription errors and reclaiming 4+ team hours per iteration.
- Built a Python-based predictive scheduling system for monthly fabric-dyeing operations, forecasting job completion via Z-test modelling; delivered a 20% gain in operational planning efficiency.
- Owned end-to-end order lifecycle monitoring within the Sapphire SAP/ERP environment, surfacing operational KPI deviations directly to production leadership.
- Designed Excel pivot-based BI dashboards for weekly reprocess, packed orders and shortfall tracking — adopted by floor management as the operational reporting standard.
Education
Bachelor (Honours) — Statistics
College of Statistical Sciences, University of the Punjab, Lahore
CGPA 3.45 / 4.0. Coursework: Probability, Time Series, Applied Econometrics, Statistical Inference, Experimental Design, Categorical Analysis, Programming.
Training
- AI Workshop — LLMs and Agentic AI fundamentals
- Claude Code Workshop — AI-assisted development workflows