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Hanif Haghshenas, MBA, PhD, is a seasoned professional with extensive experience in performance analytics, marketing research, and data analysis. Currently serving as a Sr. Performance Analyst at eFinancial since August 2021, Hanif has held various roles in lead management and optimization. Prior to this, Hanif worked as a freelance Marketing Research Analyst at Mandeleo Solutions, where responsibilities included tutoring and preparing analytical reports for academia. Earlier experience includes roles as Market Research Analyst & Field Manager at Bazis Group and Associate Editor for the Journal of Marketing for Higher Education, where Hanif contributed to manuscript evaluations and process improvements. Academic roles encompass research analysis and instruction at Universiti Teknologi Malaysia. Hanif's education includes a PhD focusing on consumer behavior in mobile gaming, an MBA in multimedia marketing, and a bachelor’s degree in music.