Vasif Naibov

Project: FaydaMania Loyalty Platform

Led the development of Azerbaijan’s first gamified youth loyalty feature in an Agile environment.

• Defined product vision, managed the roadmap, and coordinated Scrum team delivery.
• Launched FaydaMania, engaging over 100K youth users, and increasing youth transaction activity by 5%.
• Delivered cashback benefits across education, entertainment, and travel categories to youth.
• Integrated partner offers into a unified loyalty experience within app.

Project: Loyalty Ecosystem Platform

Designed and built a multifunctional CRM system that supports gamified loyalty campaigns.

• Developed tools for QR readers, PDFs, and promo code-based rewards.
• Enabled B2B/B2C personalization through scalable campaign modules.
• Built a gamified gift and reward engine serving multiple retail segments.

Project: APAR Ride – Sustainable Micromobility

Co-led Azerbaijan’s first eco-friendly bike-sharing initiative with Mastercard and the Ministry of Transport.

Strategic & Analytical Work

• Conducted customer segmentation on over 2 million users via RFM and PL/SQL to drive personalization.
• Collaborated with Visa, McKinsey, telecoms, and public bodies on youth-focused banking and financial literacy projects.
• Led UX optimization through A/B testing, interviews, and customer research.

Project: Core Banking Digitalization

Led initiatives to optimize digital services and core system integration for retail banking and mobile applications.

• Gathered internal requirements and managed backlog as IT PO and coordinated roadmap execution across business and tech teams.
• Drove digital payment solutions integration with the Central Bank, Wise, Visa, and Mastercard.

Project: CRM for Call Center Operations

Designed and implemented a unified CRM tool to enhance customer service workflows.

• Reduced case investigation time by 30–180 seconds through automation and interface improvements, cutting inbound inquiries up to 97% in case-specific products.

Project: Cashback Salary Card

Co-led full product lifecycle — from strategy to rollout — for PASHA Bank’s flagship retail card.

• Co-launched the Cashback Salary card, offering loyalty benefits to approximately 500,000 customers.
• Handled pricing, service documentation, and operational rollout across 6+ branches.

Project: HealthPoint Loyalty Card

Led the development of a health-focused card product in partnership with Acibadem HealthCare Group.

• Delivered co-branded features that integrated health benefits into the customer loyalty ecosystem.

Partner Campaigns & Stakeholder Coordination

• Oversaw campaign planning, budgeting, and execution with Visa and Mastercard.
• Acted as a key liaison for external partners, ensuring alignment on product initiatives and brand strategy.