Work Experience
EXPEDIA
Senior Manager, Metasearch Marketing
Jul 2014 – Present
- Led a team of 2 to optimize hotel and flight listings on TripAdvisor, Trivago, HotelsCombined, Skyscanner and Kayak across 10 APAC markets
- P&L responsibility for 25% of Expedia Asia (a JV with AirAsia) delivering over USD $650M in merchandising volume
- Analyzed market, competitor, pricing and travel trends to determine weekly operating strategy and acquisition strategy
- Uncovered insights of customer behaviour, travel trends, market opportunities through running SQL queries in Qubole/Hive
- Diagnosed bidding algorithm behaviour across several markets for feedback to Data Scientists in Bellevue for future iterations
- Designed AB tests to measure effects of different algorithms, pricing strategies, landing pages, display ads
- Analyzed the funnel data from click through to conversion in the user journey across the landing, check out and booking confirmation pages
- Led re-investment decisions in the company, identifying customer’s profitability through lifetime value through the year
- Drove quarterly business review sessions with internal and external stakeholders and partners focusing on operational needs and business opportunities
- Mentored / career counsellor to 2-3 direct reports
DBS BANK
Senior Associate, Business Analytics (Consumer Banking Group)
Aug 2012 – Jul 2014
- Delivered analysis and insights to stakeholders on revenue opportunities and opportunities to lower cost-to-serve across DBS’s 10 customer channels
- Collaborated with external consultants to build acquisition propensity models which have consistently shown a lift of 3x
- Built a POV on channel segmentation strategy – merging customer profile, behavioural, and revenue data
- Created automated processes in SAS to generate new datamarts on daily/weekly / monthly basis
ACCENTURE
Management Consultant Manager, Customer Relationship Management
Jul 2010 – Aug 2012
- Built a cross-sell predictive model using logistic regression in SPSS Clementine for a bank in Jakarta to increase campaign acquisition rates.
- Analyzed the as-is data structure in a large local insurance firm to understand the current analytics practice and propose ideas on campaign effectiveness and marketing optimization.
Skills
TECHNICAL SKILLS
- Analytics, Insights, Data science, Marketing science, AB testing, SAS, MS Office, Tableau, Business Objects
BUSINESS SKILLS
- Measurement and attribution, Account management, eCommerce, Customer strategy, Market strategy, Financial planning, Budget allocation
Education
SINGAPORE MANAGEMENT UNIVERSITY
- Bachelor of Science, Information Systems Management, Jul 2007 – Jul 2011