As the Technical Founder and CEO of Insightech, I lead our mission to transform how businesses understand and optimize their digital experiences. With a passion for technology and innovation, I've built a company that empowers organizations to make data-driven decisions, enhancing user experience and driving higher conversion rates.

I am part of the committee that runs Digital Analytics Wednesday meetup and Measurecamp Sydney non-conference. These are free events for data enthusiasts and professionals.

I architected the digital analytics solution and enabled the analytics solution to business stakeholders in IAG. I was involved in the major digital projects to help on analytics and optimisation. These projects are across brands such as NRMA, SGIO, SGIC, RACV and CGU.I helped the digital teams to setup A/B testing campaign workflows, as well as providing my technical knowledge to support the execution of the campaigns. I also worked on the reviewing and validating the campaign results.In 2016, I moved to the Data Personalisation team in IAG. I rolled out Tealium IQ as the new Tag Management System on the websites and in the mobile apps. I worked on implementing Tealium AudienceStream to enable personalisation campaigns with first party data. The implementation enable IAG to run personalisation campaigns by combining the first party customer data and the customer behaviour data.

I worked as a contractor in the digital analytics area at IAG. I implemented the web analytics solution for NRMA, SGIO, SGIC and CGU insurance brands. My major achievements in the contractor role:- Created Tableau dashboards on the archived iJento data for the referrence of historical web analytics data.- Implemented tag managment system for NRMA, SGIO, SGIC and CGU insurance.- Run the RFP process to select the replacement of iJento.- Implemented Adobe Analytics single-handed.- Implemented Adobe Test & Target.- Mentored other team members and up-skill their analytics knowledge.- Supported and trained the business stakeholders to use Adobe Analytics, built a data democracy environment.

I started at Datalicious as a Technical Web Analyst, and was promoted to Lead Technical Web Analyst and then was promoted to Head of Data.At Datalicious, I was involved and leading Omniture projects for blue chip clients as well as small medium clients. My experience is in multiple industries including insurance, banking, telco, travel, e-commerce, etc.My role of Head of Data included leading a small team of 4 technical web analysts to work on key areas: web analytics consultancy, data processing, research and development. I prioritized tasks of my team and team members to ensure the team revenue was beyond the targets, as well as to keep developing on new products to strengthen the business competitiveness.In web analytics consultancy area, I led the team to develop and implement tracking solutions using Omniture SiteCatalyst, Google Analytics and other tools, as well as to implement A/B testing, MVT testing and targeting campaigns with Omniture Test&Target, Google Website Optimizer, etc. Supporting clients to implement tagging solutions and implement tags for re-marketing campaigns were also part of the team responsibility.I managed the team to build complex database and datawarehouse to process and merge data from multiple sources to provide business solutions for marketers. One of the key area was to process data from multiple marketing channels to provide media attribution analysis.To develop the business competitiveness, the team was constantly working on development of prototypes and new products. I managed the development to ensure the progress as well as the revenue.

After I graduated from UTS, I joined Standards Australia as a web developer. In Standards Australia, I was mainly involved in rebuilding the Australian Design Awards website with Java and Oracle, and provided support to facilitate the annual event in digital domain.

GF Securities Co. Ltd is one of the top 10 investment banks in China. I started there as a web developer for the website project. I was also involved as a developer in the CRM project.In 2003, as IT Project Supervisor, I was in charge of the technical aspect of the Risk Management System project, including managing the vendors, technical architecture design, project management, reporting to senior management, etc.

Etang was one of the top portal websites in China at the time. I was involved in various projects including building web application for marketing promotions.