Work Experience

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

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

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

Analytics, Insights, Data science, Marketing science, AB testing, SAS, MS Office, Tableau, Business Objects

Measurement and attribution, Account management, eCommerce, Customer strategy, Market strategy, Financial planning, Budget allocation