Summary
Overview
Work History
Education
Skills
Websites
Certification
References
Timeline
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Fatima ElAffendi

Riyadh

Summary

Ambitious computing graduate from the university of Khartoum with a BSc Honors in computer information technology, top of my batch in the final year. Life long learner, keen to achieve and excel, adopting a very ambitious continuous development program – five professional certifications. Joined MTN as an intern before graduation, got selected for a marketing job after a tough multi-step competition. Telecom product and growth professional with 9+ years of experience in products management: broadband and digital. Proven track record in spearheading product portfolios, launching customer-focused propositions, increasing ARPU, and reducing churn. Skilled at building product roadmaps, leading go-to-market launches, and coordinating across marketing, technology, and sales teams. Adept at customer lifecycle management (CLM) and supervising growth hacking execution to optimize adoption, retention, and revenue.

Overview

12
12
years of professional experience
1
1
Certification

Work History

Growth / Products & Services Manager (Remote)

MTN
01.2020 - Current
  • Spearheaded broadband portfolio re-launch, growing long-term subscribers from 6% to 21% and achieving 3x overall subscriber growth in one year.
  • Revenue Growth: Delivered 24% MoM revenue uplift through innovative packaging and pricing strategies.
  • Customer Retention: Implemented lifecycle campaigns that reduced churn by 15% YoY.
  • Customer Journeys: Designed journeys that improved conversions by 30%.
  • Cross-Functional Leadership: Worked with sales, IT, BI, and brand teams to align product development with customer and market needs.
  • Carried out GTM plan for Roll-over widescreen packages in 2025
  • Supervised Growth Hacking Execution: Directed cross-functional teams to execute digital product growth strategies aligned with the AAARRR funnel.

Customer Value Management Specialist

Zain
01.2017 - 01.2020
  • Launched referral and loyalty programs that added 20% new subscribers.
  • Executed 500+ retention campaigns generating 50% YoY incremental revenue growth.
  • Conducted market analysis of consumer bundles and refined offerings based on customer insights.

Reporting & Marketing Analytics Specialist

MTN
01.2015 - 01.2017
  • Developed dashboards for churn, ARPU, CLV, and adoption trends.
  • Supported product managers with analytics for pricing, segmentation, and business case validation.

Revenue Assurance & Marketing Analyst

MTN
01.2014 - 01.2015
  • Ensured compliance and accuracy across subscription services.
  • Identified revenue leakages and optimized reporting for financial integrity.

Education

BSc (Hons) - Information Technology

University of Khartoum

Skills

  • Product Management
  • Product Roadmaps & Go-to-Market Strategy
  • Broadband & Digital Service Propositions
  • Customer Lifecycle Management & Churn Reduction
  • Pricing, Packaging & Revenue Optimization
  • Data-Driven Analytics & Market Insights
  • Cross-Functional Leadership (IT, Sales, Brand, Digital, Ops)
  • Customer Experience & Journey Mapping
  • Regulatory & Compliance Alignment
  • Supervised Growth Hacking Execution (AAARRR Funnel)

Websites

Certification

  • CIM Level 4 – Digital Marketing Techniques
  • CPMM (Certified Product Marketing Manager)
  • CPM (Certified Product Manager), AIPMM
  • Data-Driven Decision Making with Power BI
  • Vendor Management & Strategic Partnerships

References

References available upon request.

Timeline

Growth / Products & Services Manager (Remote)

MTN
01.2020 - Current

Customer Value Management Specialist

Zain
01.2017 - 01.2020

Reporting & Marketing Analytics Specialist

MTN
01.2015 - 01.2017

Revenue Assurance & Marketing Analyst

MTN
01.2014 - 01.2015

BSc (Hons) - Information Technology

University of Khartoum

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Fatima ElAffendi