Over almost five years I've lived in Malaysia and the UAE, while focusing my retention work on the India and Bangladesh markets, building and running programs for iGaming platforms. Not just the strategy on a slide. The segments, the campaigns, and the calls that happen when a plan meets a real person.
She used to log in every Friday for trivia night with her sister. Then her sister stopped playing, and so did she.
Tap to see the dataThis is what a good retention strategy actually looks at
Almost five years, three companies, one throughline: own the segment, run the campaign, sit in on the calls.
Rebuilt lifecycle segmentation from scratch and led a 24-agent team, lifting overall retention by 25%+ across the Bangladesh market.
Owned a 35,000-user reactivation program across India and global markets, recovering 7,000 dormant players, and managed a monthly CRM and promo budget of INR 2.2 crore.
Tracked marketing activity across India and global markets and built the reporting that fed strategic decisions, supporting 150% company growth during my time there.
Short, honest writing on retention, segmentation, and what actually keeps players around.
Most people treat CRM as a database. The real value shows up when you use it to understand people, not just store their transactions. A look at what separates businesses that retain customers from ones that just chase new ones.
AutomationAutomation platforms don't understand your customers, people do. A look at why the strategy behind a campaign matters more than the workflow that sends it, and where AI actually fits into that.
GrowthThe first sale starts a relationship. The second sale proves you earned it. A look at why growth isn't a choice between acquisition and retention, and how I'd actually split the budget between them.
ReactivationMost players don't leave angry. They just stop showing up. Here's how I grouped 35,000 dormant accounts by the real reason they left, and what actually brought 7,000 of them back.
LocalizationSplitting players by behavior only gets you halfway. In India and Bangladesh, the language, the channel, and the timing you choose matter just as much as the segment you put someone in.
Three essays are live on Medium. Two more are drafted and ready to publish.
A working list, kept current rather than exhaustive. The ones that actually reflect the tools and skills I use.
Google's flagship data analytics program, covering the full pipeline from data cleaning to visualization and stakeholder reporting.
Hands-on with HubSpot's CRM tooling, pipeline management, and contact workflows.
Core Salesforce fundamentals, the second major CRM platform alongside HubSpot in my toolkit.
Building dashboards and reporting structures for retention and campaign performance tracking.
Core principles of customer success as a discipline, adjacent to and reinforcing retention marketing practice.
Focused coursework on retention strategy, customer engagement, and churn reduction fundamentals.
Served as an official reporter covering Sustainable Development and Digital Activism, synthesizing high-level discussions into actionable insights for regional youth.
Foundational data analysis, machine learning, and statistical modeling, applied to real campaign and retention data since.
Two programs, two very different problems. Same approach: understand the person before you touch the plan.
Bee Idea Tech had 35,000 dormant accounts sitting on the books, revenue that had simply gone silent. Rather than send everyone the same discount, I grouped players by the likely reason they stopped playing and built a different message for each group. I also worked the follow up calls myself, so I could hear directly what brought people back and what didn't.
The business was losing players to generic, one size fits all messaging that treated a high roller the same as a first time depositor. Based in Kuala Lumpur, I rebuilt the lifecycle segmentation from scratch and led a team of 24 agents through the change, training them on the new approach and staying close to the calls to see how players in Bangladesh actually responded.
| Segment | Trigger | Churn Risk | Lifecycle Stage | Channel | Days Inactive |
|---|---|---|---|---|---|
| High value, gone quiet | No login, 30+ days | High | Win back, VIP touch | 32 | |
| Casual, slowing down | Deposit frequency drop | Medium | Re-engagement | Push | 15 |
| New, unsure | One session, no repeat | Medium | Onboarding nurture | 6 | |
| Steady and active | Consistent weekly play | Low | Loyalty and retention | In app | 2 |
This is the layer under every campaign here. Before a message goes out, I want to know why a group is behaving this way, not just that they are.
A real lifecycle from one platform, next to the real mix of retention mechanics I ran on another. This is the loop I work in: watch what a segment is doing, then choose the campaign that actually fits it.
Real segment counts, tracked weekly. This is the dashboard view that told me where to focus.
This is what actually goes out once the segment work is done, not just discounts on repeat.
Hands on experience, not just names on a resume.
Omnichannel in practice, not just on a slide. Each channel gets its own tone and timing, not a copy-pasted message.
Used daily for research, drafting, and thinking things through faster.
A lot of CRM work treats players like rows in a spreadsheet: send this segment this message at this hour. It works, until it doesn't, because somewhere in that spreadsheet is someone who had a bad week and just wanted the app to leave them alone.
Over almost five years I've planned campaigns and run them myself, sat in on the calls, and watched which messages actually got a reply. The campaigns that worked best were rarely the cleverest ones. They were the ones that sounded like they came from someone who had thought about the person on the other end.
This site is where I write that down, and show the work that came from thinking that way.
Ayub
Four things that hold true across every campaign I've run.
A segment is a group of people first. The numbers explain what happened, not who they are.
I don't hand off a plan and walk away. I run the campaign, take the calls, and see it through.
If a number is bad, I say so. A team can only fix what it's actually been told.
Retention isn't won in one campaign. It's built in the small, steady decisions repeated every week.
CRM and retention experience, tools, and verified numbers. Tap to view, then download from there if you'd like a copy.
I'm open to CRM, retention, and lifecycle marketing roles, and always up for a conversation about what's actually working right now.