Elena Mashitskaya

Drove Life retail growth by owning digital strategy and funnels, directly influencing 15M+ QAR in cumulative Life premiums through online sales and lead generation.

Achieved 40% app registration penetration across the Qatar medical portfolio (~400K insured lives → ~170K registered users), successfully delivering on digital adoption targets for core health customers.

Defined and led the B2B medical portfolio migration strategy for UAE (800K–1.2M insured base), delivering robust onboarding and servicing journeys in the QIC app and TPA integrations under stringent regulatory constraints.

Launched a suite of digital-first Life insurance funnels (sales and lead generation) for multiple products, achieving 10–12% visit-to-policy conversion and establishing a scalable engine for retail Life premiums.

Led two cross-functional product teams (web and mobile), aligning engineering, design, analytics, marketing, legal, and finance around a unified Medical & Life roadmap.

Structured strategic partnerships with ecosystem players (TPA, wellness, health-tech) to significantly extend QIC's digital value proposition and market reach.

Improved mobile app Customer Satisfaction Index (CSI) from 3.4 to 4.0 by redesigning key user journeys and implementing customer-centric features.

Increased operational efficiency by approximately 20% through the development and launch of self-service products, including an HR portal and operator dashboard, significantly reducing manual operations.

Managed a multi-product portfolio encompassing a health mobile app, HR portal, operator dashboard, and critical front/back-office systems.

Optimized product lifecycle and strategy across multiple initiatives, leveraging metrics and customer feedback to drive continuous improvement and post-release enhancements.

Directed 8+ cross-functional IT teams, including product, design, backend, frontend, mobile, QA, and analytics, ensuring cohesive product development and delivery.

Successfully launched a modified 'Card Protection' product, specifically tailored to meet the unique sales channel requirements of bank branches.

Coordinated comprehensive renewal projects across diverse channels, including bank branches, online platforms, and telemarketing, enhancing overall sales performance.

Ensured product compliance with regulatory standards while optimizing sales strategies across multiple distribution points.

Collaborated with sales and marketing teams to align product offerings with channel capabilities, maximizing reach and conversion.

Developed and successfully launched multiple new personal insurance products and programs, driving a 15% increase in sales volume across targeted segments.

Led the end-to-end implementation of new products within both front-end and back-end systems, ensuring seamless integration and functionality.

Collaborated with cross-functional teams, including actuarial, legal, and sales, to define product specifications and market positioning.

Conducted market research and competitive analysis to identify product opportunities and inform development strategies.

Owned the complete product development cycle for a portfolio of personal insurance products, including travel, accident, and health insurance, across B2C, B2B, and B2B2C segments.

Successfully launched a new front-end system specifically designed for travel insurance processing, enhancing efficiency and user experience.

Analyzed market trends and customer needs to identify opportunities for product innovation and improvement.

Collaborated with IT and business units to ensure product features met market demands and operational capabilities.