Ayesha Hazra

I was the Co-founder, Director, and headed the digital delivery for UrsDigitally, the most promising digital agency in east India offering full stack digital services to brands globally.
Initially in MAGNE (which got ultimately merged and formed UrsDigitally), I chalked out Digital Strategic path and implemented these strategic inputs in real time Digital Marketing projects meeting the brand's objectives.
I had led several initiatives in conceiving business solutions for Retail verticals as well. I had successfully led the delivery of accounts like KPMG, Moustache Supreme, Touristor, and Steel Junction (Tata Steel initiative). I had co-authored articles on 'SToRAI', the flagship publication of RAI on 'Adoption of analytics for Indian Retail SMEs'.

I worked extensively in “Product Strategy & Planning” utilising my prior experience on Product/Project management. I have got an exposure of working on all the key phases of “Product Life Cycle,” right from Product Strategy to doing customized rollouts for customers across the globe.

I worked there as Business Head (‘Retail Business’) and also played the role of Product Manager for ‘Realitycs’ -Praxis offering on Retail BI space.

I was responsible for planning and strategizing the “Retail Business” roadmap for Praxis, in terms of drawing a 5-year business plan covering service offering, market positioning & financial projections along with the Praxis executive team.

As a Product Manager for ‘Realitycs’ ( Praxis Retail business offering), I was responsible for leading Market Research/Survey activities to capture market ‘Unmet Needs’, laying down the feature spectrum of the product based on the market needs and was responsible for sales strategy of Realitycs along with the Product S&M team.

I had worked with eForce as ‘Product Manager’ for products like XPFLOW an offering in the BPM space, ITOPS (Integrated Treasury Operations System), etc.

Project ITOPS-EFT (California – USA)
The Electronic Funds Transfer (EFT) module is a module within the ITOPS (Integrated Treasury Operations) product. The major functionality associated with EFT is to manage business processes associated with enabling users at UCOP (University of California Office of President) and all of its campuses and affiliates to originate, approve, track and manage Electronic Fund Transfers associated with wires, ACH and draft payments. The EFT module enables administrators to create users and their associated transaction attributes (limits, bank accounts, etc.) in a manner that enforces UCOP’s business practices and control policies.

Project XPFLOW (California – USA)
XPFLOW is a complete suite for Workflow and Business Process Management, enabling globally dispersed stakeholders to work collaboratively. Presently, the application is used in entertainment industry among clients like Marvel, etc. XPFLOW allows all participants to interact securely and quickly, and captures the history of all interactions internally as well as externally (e.g. within licensor and licensee).


 Key Experiences and Responsibilities:
• Participating in client elaboration meeting in client places
• Doing requirement analysis
• Developing UML diagrams and defining Domain model diagrams from the requirements captured
• Done project planning, project estimation, etc.
• Handling a team of around 20 people
• Participating in candidate selection by interviewing, etc.
• Had multiple hats of Project Lead, BA Lead and QA lead (manual testing)
• Doing project management in building up solutions and frameworks
• ITOPS - Awarded the best successful project in eFORCE
• Done functional testing and developing test cases
• Involved in pre-sales activities like response to RFPs, market research, SEO, etc.

Worked in following projects:
• MyClient, PwC-US (Onsite – Dallas, USA) for developing an integrated system that mirrors the processes ABAS users perform on an audit or other engagement
• HMIS, PwC-US (Healthcare) for developing Hospital Information Management.
• Guardian, PwC-US for creating a central repository of risk and control and information that can be extracted by practitioners for use on both review and implementation assignments.


• Key Experiences and Responsibilities:
 Interacted with clients and gathered requirement for developing applications
 Done Scheduling and project planning
 Writing proposals, making presentations, etc.
 Understanding the business processes and review of process capabilities
 Defining the To-Be processes, gap analysis of the As-Is and To-Be processes
 Took training courses on quality assurance aspects and CMMi
 Received appreciation from client for best performance in project
 Team was awarded Chairman’s Appreciation Award
 Realized the idea of Project Dashboard, which was used by the firm

 Done Competitive Analysis on Managed Security Services(MSS) – Providers and Market as part of autumn project
 Interacted with clients (private and public sector banks) to gather inputs regarding the IT security measures practised by them
 My recommendations based on research and client inputs were accepted and highly appreciated

Worked with following clients:
• Brinker International, USA (Retail: Food and Beverage) for developing a store management system
• NorthWest Airlines, USA (Transportation) for developing FMAN - forecast management system (for fleet maintenance) and AMIPULL (for automatically upgrading running applications).

 Acted as the coordination link between the offshore and the onshore team
 Developed prototype for clients
 Led team for developing one of the store management modules
 Quality assurance and maintenance for the project
 Received out of turn promotion in 2000

Worked with following clients:
• Symantec Corporation, USA for Porting of Norton Anti-Virus Toolkit from Windows SDK to SOLARIS/ AIX platform
 Interacted with the client and the on-site team on various aspects of the project
 Ensured quality compliance and helped the center achieve SEI-CMM 5 rating
 Involved in detailed coding and provided technical support and trouble shooting

 Done a CRM Project on the data collected by Bajaj Electricals Ltd. (BEL) on market survey of Water Heaters under the supervision of SPJIMR faculty.
 Presented our analysis to the higher authority in BEL after analysing and mining the huge amount of data collected
 Received appreciation from BEL