Nov 2014 – Mar 2017 · 2 yrs 4 mos

• Head of Decision Management looking after a 40 FTE strong analytics and decision science team. The team's mandate is to create value from data by enabling the Consumer business make better decisions, increase share of wallet, improve product usage and reduce churn. We deliver an end-to-end analytics function from, data & infrastructure, customers insights, modelling, digital analytics, big data analytics and campaign management. Also have Data governance responsibilities as well as an oversight of the Regional Analytics COE.
• Extended role involves partnering with technology providers, other business lines and universities to build robust analytics platforms, create a pipeline of competent data scientists and enable Malaysia to move up the knowledge economy curve.

Apr 2013 – Nov 2014 · 1 yr 7 mos

• Responsible for Analytics supporting customer early engagement through product bundles and structured onboarding, relationship deepening through Xsell, proactive pricing and disciplined campaign management and customer retention initiatives. Role focuses on setting standards and rolling them across all Standard Chartered Bank markerts - Greater China, ASEAN. South Asia, Middle East and Africa. Also responsible for managing the day-to-day operations & deliverables of our Analyics CoE in India.

Jul 2012 – Mar 2013 · 8 mos

Mar 2012 – Jun 2012 · 3 mos

• Transforming Strategic Insights into analytic solutions that drive incremental revenue for the Retail Business

Jan 2012 – Apr 2012 · 3 mos

• Managing a team of 35 Data Driven Marketing professionals:
• Data Driven Marketing provides support and intelligence for all direct (to consumer) marketing activities. We use customer data to get the right messages to customers through the right channel at the right time. We also strive to increamentally learn the effectiveness of campaigns (channel, creative, offer etc) through a well designed scientific method of "test & learn"

Jan 2010 – Jan 2012 · 2 yrs

• Managing a team that does the end-to-end delivery of campaigns for the CBA group. Charged with the analysis that support efficient execution of marketing activities in the Deposits and Transactions protfolio, Youth and Microbusiness segments:
• Pre-campaign analytics
• Test/Experimental design requirements
• Champion/challenger priorties
• Response modelling methods
• Campaign build and delivery using SAS, SQL, CM3 and TRM6
• Campaign/effort results analysis and reporting
• Click through rates
• Coaching

Jun 2009 – Jan 2010 · 7 mos

• I manage a team of Campaign Development Managers. My role is to make sure that we maximise the returns from our Wealth Management and Insurance campaigns. This involves discussing with our stakeholders the best way to contact customers and more important how to track the results to ensure continous improvements. I am also involved in developing the experimental design framework in the Data driven marketing team.

Jun 2009 – Jan 2010 · 7 mos

• Campaign development and delivery
• Lead modeler - customer intelligence marketing
• Customer attrition prediction
• Building propensity and campaign response models
• Identifying new product opportunities by analysing customer behavior in a large database environment.
• Support CRM initiatives and the development of a customer centric databases
• Customer channel use analysis
• Provide data lead recommendations that allow the development of customer strategies
• Manage externally contracted analysis projects

Oct 2007 – May 2009 · 1 yr 7 mos

Oct 2007 – May 2009 · 1 yr 7 mos

Aug 2007 – Jun 2009 · 1 yr 10 mos

• June 2009 - Senior Manager Wealth Management (Wealth & Insurance)
• Data Driven Marketing Commonwealth Bank of Australia
• Manages a team responsible for the delivery of Wealth Management campaigns
• Owns and manages the end-to-end campaign process for the Wealth portfolio
• Campaign incubation, pre-campaign analytics, execution, post campaign analytics and post implementation review
• Responsible for teaching and embedding a test and learn discipline in campaigns through experimental designs.
• Reporting and measurement of return on marketing investment ( ROMI calculations both pre and post campaign phase)
• Optimisation of modelling outputs and channel constraints (TM, UI, NetBank, SMS and Dialogue)
• Strategic input in operational efficiency target for the DDM team ( Use of SAS, CM3 and JMP software; Lead modeller - Customer Analytics and Modelling (CA&M) Commonwealth Bank of Australia
• Manages the data driven marketing initiative for the Wealth Management business.
• Re-engineering of the marketing modelling process
• Key resource in the development of marketing statistical models across the group
• Managed the relationship between CBA and analytical software vendors.
• Evaluated and Implemented advanced modelling software
• Managing development of a customised version of Enterprise Miner
• Managed the relationship between the Bank and academia in joint analytical projects
• Mentor of the modelling and analytics staff
• Manages the relationship of CA&M and Wealth Management business stack-holders
• Champions the use of analytics & statistical models to drive better business outcomes.

Apr 2007 – Jul 2008 · 1 yr 3 mos

Dec 2006 – Jul 2007 · 7 mos

• Customer Analytics, Marketing & Strategy
• Managed Customer Insight analysts across ANZ and National
• Bank following the merger of ANZ and National Bank
• Developed and managed a modelling and analytics team for the ANZ National group
• Managed the relationship between analytics and key stack-holders.
• Involved in the evaluation of a Business Intelligence platform for the group.

Mar 2002 – Dec 2006 · 4 yrs 9 mos

• Developed a customer relationship management database for the bank's retail business.
• Improved the bank's pre-campaign analytical capability by developing and socialising the use of propensity models.
• Initiated a statistical based retention customer retention framework.
• Developed and implemented the bank's customer segmentation model.
• Enriched the bank's data by acquiring external data views.
• Involved in the development the bank's main customer contact programme.

Apr 2000 – Aug 2007 · 7 yrs 4 mos

Apr 2000 – Feb 2002 · 1 yr 10 mos

• Modelling and Forecasting National Bank of
• New Zealand, Wellington.
• Developed propensity and customer attrition models
• Championed the use of statistical modelling in marketing
• Developed the Bank's core customer reporting suite
• Worked on campaign evaluations and customer contact projects

Mar 2000 – Nov 2006 · 6 yrs 8 mos

• Part time role tutoring first year economics and statistics.

Mar 2000 – Apr 2000 · 1 mo

• Wellington
• Completed a report for the New Zealand Treasury on "Closing
• the social gap between Maori and non-Maori" by reviewing seven Sectors

Jan 2000 – Jan 2003 · 3 yrs

Jun 1999 – Sep 1999 · 3 mos

Feb 1999 – Jun 1999 · 4 mos

Nov 1997 – Jun 1999 · 1 yr 7 mos

• Wellington
• Researched Labour Market trends and the impact of government policy on employment and accident compensation outcomes

Mar 1997 – Apr 1997 · 1 mo

• Preparation of price negotiation papers - Zimbabwe
• Liaison with farmers, agricultural commodity buyers, and input suppliers - Zimbabwe

Mar 1996 – Dec 1996 · 9 mos

Feb 1995 – Nov 1997 · 2 yrs 9 mos

Nov 1994 – Mar 1995 · 4 mos

Nov 1993 – Feb 1994 · 3 mos

Mar 1992 – Oct 1993 · 1 yr 7 mos

Mar 1992 – Oct 1993 · 1 yr 7 mos

• Zimbabwe