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