Aladdin Assali
Melbourne
Summary
Knowledgeable Operations Manager with a solid foundation in optimizing operational processes and driving efficiency improvements. Proven track record of managing cross-functional teams to achieve project milestones and streamline workflows. Demonstrated proficiency in strategic planning and problem-solving, ensuring continuous improvement and operational excellence.
Overview
9
9
years of professional experience
Work History
Founder
Happyer Therapy
04.2023 - 12.2024
- Built a teletherapy company as a solo-founder to $300k+ in revenue with a team of 4 therapists (2 Speech Pathologists and 2 Occupational Therapists)
- Our mission was to reduce the time to access therapy for children in Australia from months (sometimes years!) to days by delivering via telehealth therapy
- Leveraged a variety of acquisition channels to build up our client base including Google Ads, Meta Ads, Online Directories, and Business Development with other organisations to build referral streams
- Developed and managed all of the operational processes of the business and hired contractors/VA's as needed once processes have been simplified and documented
Interim General Manager - Melbourne
Urban Company
05.2022 - 01.2023
- Managed a team of 4 employees (direct reports) and indirectly managed a team of 50+ home service professionals to deliver a first-rate service experience to our customers
- Improved customer NPS from 12 to 44 and average service rating from 4.4 to 4.75 in the first 3 months by implementing continuous discovery initiatives such as weekly customer interviews, analysis of reviews and shadowing customers and services professionals on jobs
- Increased service pro earnings by 25% which lead to monthly churn reducing by 46% by leading service professional interview initiatives and analysis of past service professionals to understand why churn was so high
- Boosted service delivery rate by 21% with enhanced rules on last-minute booking cancellations, and streamlined sick leave and separation processes for service professionals
Category Manager
Urban Company
01.2022 - 05.2022
- Launched and managed a new category of services for Urban Company: Disability & Elderly Care Services. Hired and managed 2 associates to help run and grow the category
- Conducted initial market research which included activities such as top-down and bottom-up market sizing analysis, competitor analysis, and customer development interviews. Based on the market research conducted, I co-led a team to create a market opportunity pitch deck and successfully convinced senior leadership to launch the category
- Grew services delivered for category by 120% MoM. Achieved product market fit within 3 months of launching the category by using the customer development framework which led to pivoting our service offering multiple times before discovering our first 'winning' service (a cleaning service specifically catered to people with a disability)
- Owned all supply marketing channels for the category which included Facebook Ads, Facebook groups, Seek, Indeed, and Gumtree. This also included developing automated email marketing flows once a user entered our funnel. I worked extremely close with the demand marketing manager to test different channels, messaging and offers for the category
- Achieved an NPS of 75+ for the category and an 81% monthly customer retention rate
Senior Category Analyst
Urban Company
05.2021 - 12.2021
- Onboarded the initial supply base of 30 cleaners for our first service launch in Melbourne
- Improved the supply (service professional) onboarding funnel by 425% by increasing 4 major areas of the funnel: application form completion rate (45% to 60%), qualified applicant rate (30% to 40%), initial phone interview connection rate (50% to 75%), and onboarding session attendance rate (33% to 60%)
- This reduced our partner acquisition cost (PAC) significantly, which enabled us to meet demand in the Melbourne market
- Improved supply utilisation rate by ~25% by changing the booking times that customers can book a service from 30 mins intervals to 2.5-hour intervals
- Conduct analysis on different time intervals for booking times using existing job duration data to see which time interval resulted in the highest theoretical utilisation rate for service professionals
Business Development Manager
xGrowth
07.2019 - 03.2021
- Brought in by the Founder and CEO to help build out the sales function of the marketing agency
- We sold Account-Based Marketing services to IT companies
- Closed 21 deals in my last 6 quarters with xGrowth
- This resulted in +$1.3 million in revenue for the business
- Closed deals with DocuSign, Citrix, and Outsystems
Account Manager
Your Business Listing
02.2019 - 05.2019
- Managed over 150 customer accounts
- The service customers purchased from us were Google Map Listing Optimisation
- Achieved a monthly customer retention rate of 97% +
Sales Executive
Your Business Listing
10.2018 - 01.2019
- Consistently exceeded weekly and monthly sales KPI targets
- Closed 96 deals (avg 6 deals per week) during my time in the sales team which resulted in $19,200 in MRR
Founder
Branch Out Digital
01.2017 - 09.2017
- Developed and implemented paid media strategies for clients (high-performance centres and gyms)
- Specifically, I leveraged Facebook Ads, developed landing pages (LeadPages), and worked with clients to create irresistible offers to attract potential customers to opt in as a lead
- Lead and continuously conducted A/B tests at every step in the user journey to increase conversion rates so that our campaigns would lead to a minimum ROAS of 3:1
- Hired and managed a small team of designers and marketers (freelancers/ contractors)
Sales Representative (Door-to-Door)
Zenith Direct (Simply Energy)
05.2016 - 10.2016
- Achieved Top Sales Representative award for becoming the highest selling rep during the quarter (July - September)
Education
BBA -
Saint Mary's University
Halifax, Nova Scotia01-2018
Skills
- Problem Solving
- Data Analytics (SQL, Google Sheets, Google Analytics)
- Performance Improvement (process documentation, developing KPI dashboards)
- Team Leadership
Timeline
Founder
Happyer Therapy
04.2023 - 12.2024
Interim General Manager - Melbourne
Urban Company
05.2022 - 01.2023
Category Manager
Urban Company
01.2022 - 05.2022
Senior Category Analyst
Urban Company
05.2021 - 12.2021
Business Development Manager
xGrowth
07.2019 - 03.2021
Account Manager
Your Business Listing
02.2019 - 05.2019
Sales Executive
Your Business Listing
10.2018 - 01.2019
Founder
Branch Out Digital
01.2017 - 09.2017
Sales Representative (Door-to-Door)
Zenith Direct (Simply Energy)
05.2016 - 10.2016
BBA -
Saint Mary's University
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