22+ years of experience in business development, marketing, retail, customer lifecycle and experience management. Industry experience included telecommunication, fair trade, non-profit and financial sector. Over my 14+ years in Robi Axiata, I have headed and supervised overall operations across several functions, ranging from market strategy & planning to end-to-end customer lifecycle management. I have also managed the digital service & m-money portfolio for 2 years during my tenure in Robi, making it the 1st operator to launch partnership with bKash. At present, I am heading the customer experience department for both brands, Robi and Airtel. In her current role, I have transformed the customer experience function and turned it around to make both Robi & Airtel number 1 in terms of Customer Service Experience NPS. I have also led the organization to having the largest and widest service touch point footprint in Bangladesh, in the telecom industry. My contribution also include Robi being branded as the most socially devoted brand in Bangladesh (for customer service in social media). Several innovative and digital channels were also launched including service caravans, service through Whatsapp & Viber etc under my leadership. I have been leading and/or managing several strategic initiatives and projects for Robi Axiata including Robi branding, customer-process automation and digitalization, 3G / 4G service launch, dual-brand merger integration and digital innovations. Have experience in organization-wide transformation projects like CRM, digital customer experience and dual-brand service management.