• Design CRM communications along customer lifecycle to grow repeat purchase and cross-shopping.• Manage agency to evaluate CRM performance and launch best-in-class communications.• Lead test-and-learn culture by conducting A/B testing and improving CRM performances.• Create dashboards to measure shopper behaviours and campaign results.• Develop RFM segmentation to track shopper performances and automate targeted communications.

• Managed a loyalty programme of 100 million members across global markets.• Delivered customer insights to global suppliers, including L’Oréal, Proctor and Gamble, and Unilever.• Created interactive dashboards to evaluate customer behaviours, brand performance, and campaigns.• Designed CRM strategies to recruit new customers and grow customer lifetime value.• Drove personalisation by managing communications across channels and touchpoints.• Led a test-and-learn culture to drive optimisation and continued innovation across CRM campaigns.

• Delivered insights to client by managing a global research project across 20 markets, .• Designed quantitative research for clients in FMCG & financial services.

• Analysed emerging trends and market data on various FMCG industries, including soft drinks, health, beauty, & personal care. • Created in-depth analyses regarding market potential & competitive environment in retail.