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Lead CX Specialist
Lead CX Specialist at ABB Bank designing personalized ABB Mobile journeys, including a campaign engine that lifted offer conversion 26%.
AzerbaijanLead CX Specialist at ABB Bank
Owns the design of ABB's Customer Journey Engine, including journey architecture, trigger frameworks, and personalization logic. Designs hyper-personalized campaign journeys in ABB Mobile and leads cross-functional campaign launches.
Customer Journey DesignJourney MappingHyper PersonalizationCampaign DesignEVAMStrapiHTMLCSSPrototypingAI assisted Design
Designed scoring, trigger, and fatigue-cap logic for a behavior-based campaign engine, lifting offer conversion 26% in 8 weeks. Refined trigger eligibility rules, cutting irrelevant-offer complaints 18% and raising campaign-linked CSAT by 6.4 pp.
Customer Journey DesignTriggersPersonalizationData AnalysisDashboardingVOC AnalysisCX Guides
Led the Ganja Mall website redesign, improving NPS from +12 to +31 and reducing time-to-find from 47s to 18s. Diagnosed adoption friction in the Leyli AI voice guide and redesigned entry cues, privacy messaging, and microcopy, growing daily interactions from 2-3 to 300-400+.
UX DesignInformation ArchitectureMobile First DesignUser ResearchA B TestingMicrocopyTikTok Marketing
Designed the school's annual yearbook for five consecutive years, owning page system, typography, and print production. Redesigned the admissions journey and website information architecture, cutting repetitive inquiries 70% and lifting application completion to 95%.
Editorial DesignPrint ProductionInformation ArchitectureAdmissions DesignTypography
Produced bilingual brochures, press releases, and web content; directed photo and video shoots for admissions.
Content CreationBilingual CommunicationPhotographyVideography
Produced marketing performance reports from media monitoring and social engagement analysis.
Marketing AnalyticsMedia MonitoringSocial Media AnalysisReporting
Completed a UX/UI Designer certification.
Completed the McKinsey Forward Program.
Pursued a Master of Arts in Education Management, co-authoring policy research on mixed ability grouping.
Earned a Bachelor of Science in Economics.