Jan 2021 – Jan 2022 · 1 yr

• Pioneered the Web and App Analytics Transformation 2.0 Journey at UOB, a strategic initiative that significantly accelerated the process of generating actionable insights through Adobe Analytics and elevated user experience.
• Championed the deployment of AppFlyers, a Mobile App Measurement tool, for the bank's mobile app. This integration enabled a full funnel measurement, elevated campaign optimization efforts, and supported quicker, more cost-efficient marketing decisions throughout the customer's banking journey.
• Conceived and developed dynamic, easy-to-understand data visualization dashboards using Qlik that streamlined business reporting and resulted in saving of man-hours. Also carried out in-depth analyses employing data lake technology alongside SQL and SAS.

Jan 2019 – Jan 2021 · 2 yrs · Singapore

• Spearheaded the set-up of in-house analytics capabilities across CRM, Search, Media, Web, E-commerce and Social Listening in APAC.
• Led cutting-edge digital analytics initiatives to drive better efficiency, cost-savings and automation across the organization such as piloting Single Customer View via Customer Data Platform (CDP).
• Conducted onsite & online Digital Analytics trainings across all APAC markets to equip local brand teams with better digital analytics knowledge and capabilities through sharing best practices, playbooks, industry trends to achieve better results.

Jan 2017 – Jan 2019 · 2 yrs

• Led and implemented high impact end-to-end regional digital marketing programs across internal (Product, Legal, Finance) and external (Game Developers, Financial Institutions and Telco) partners and markets in APAC – ensuring success from strategic planning through to tactical execution and measurement in the area of Partnership and Performance Marketing. Key goals include:
• Optimizing media efficiency across all digital channels by leveraging on Digital Analytics and A/B Testings
• Acquiring and retaining New Buyers for Google Play in APAC through Performance Marketing and Strategic Partnerships with Telecommunication and Financial Institutions partners

Jan 2016 – Jan 2017 · 1 yr · Singapore

• Synthesis and integration of social media data to derive actionable insights and strategies for the business from a digital marketing perspective:
• Led the set up of social measurement framework, processes and KPIs for the business
• Spearheaded the development of social media command center analytics capabilities
• Worked closely with creative agency and media agency to drive better marketing performance across all digital touchpoints
• Established a tagging process and attribution model that track traffic and conversions for all social posts leading to our webpage
• Conducted an internal learning conversation as a key speaker and shared on how social analytics were utilized to decipher campaign/content performance
• Trained and developed junior analysts

Jan 2015 – Jan 2016 · 1 yr · Singapore

• Worked across a breadth of clients such as Temasek Holdings, Ministry of Law, Toyota, Sony and MediaTek:
• Leveraged on a myriad of social media monitoring tools for social listening (Share of Voice, Conversation Topics, Buzz Volume) and crisis monitoring for clients
• Used social and digital analytics tools (Facebook Analytics, Google Analytics 360 etc) to synthesize and integrate data, and convert them into actionable strategies to improve performance and business
• Derived and presented learnings and recommendations from A/B testing, video retention rate on all social media platforms (Facebook, Twitter, Instagram, Youtube and Linkedin)
• Analyzed historical social data to come up with benchmarks for social campaigns and content pillars in terms of social media metrics such as Cost Per Impression (CPM), Cost Per View (CPV), Engagement Rate etc
• Prepared periodic social listening and analytics reports (Daily, Weekly, Monthly, Half - Yearly and Campaign) that involved sifting through volumes of data to identify key actionable insights and recommendations
• Unveiled significant patterns and correlations from large sets of social data in new businesses’ pitches

Jan 2013 – Jan 2014 · 1 yr

• Initiated and managed digital and social media channels, overseeing daily engagement and media purchases across platforms like Google, Facebook, and YouTube.
• Conducted regular digital media performance analysis to refine content strategies, supplemented by comprehensive market research to support management decisions.
• Leveraged data analysis of digital and social trends to inform senior management about digital advertising and pricing strategies for enhanced profitability.
• Held a leadership role as Chairman of the Annual Dinner and Dance Planning Committee in 2014 and contributed significantly to the Management Retreat's organization in 2013.