I am leading the insight, analytics and owner experience (CRM) functions for HK & TW business, managing a team of three, determined to deliver business results with below areas of focus:Market Pulse and Competitive Intelligence:-Revamped the way of monitoring competitive market landscape and effectively communicated latest developments with the aid of newly set-up data templates and dashboards-Managed retail audit business partner relationship and budget -Closely monitored competitive activities in the market with combined effort of retail insights, ad-tracking and social listening, and provided written insights that’s shared globally-Uncovered missing business opportunity in the market from data mining and triggered innovations to new categories and new productsConsumer Insights and Market Research:-Formulated yearly market research Plan based on key marketing objectives to deliver-Conducted and managed various qualitative and quantitative research projects ranging from new product trials, brand tracking, customer testimonials, U&A, NPS and customer experience study etc.Owner Experience (CRM) Strategy and Analytics:-Doubled the owners registration base and contactable base in one year, managed the customer DB via GCP BigQuery-Redefined overall KPIs and campaign based targets, and formulated overall strategy and building blocks to achieve that.-Owned and accelerated CRM analytics to facilitate effective customer communications and engagement to generate 20%+ repurchaseBusiness Intelligence and e-Commerce Analytics:-Initiated and created automated CRM scorecard dashboards for CRM KPI tracking and self-serve analytics; managed various dashboarding solutions including Tableau, Looker and Datastudio.-Collaborated with e-commerce and digital experience team to design and maintain interactive dashboards for performance tracking of Dyson.hk-Conducted in-depth .com analysis and provided recommendations on digital media strategy to drive .com business

Sitting in the regional growth team, I lead business analytics for the Greater Southeast Asia region with a primary focus on driving analytics initiatives across markets to achieve business growth. I have: - Built and maintained organic traffic tracker dashboard on Tableau which helped marketing teams identified the best performing organic channels and hence informed marketing resources prioritization. - Coordinated with product, marketing and data team to understand limitations and facilitated the revamp of utm naming conventions- Set up Analytics Guild which brought regional and local analytics elite together for better analytics project ideation, knowledge sharing and business relevance of analytics across the organization - Hosted Google Data Studio training to improve data literacy and promote self-serve analytics culture across the organization- Led local data analysts to analyze user behavioral data to drive conversion, enhance platform engagement and improve user retention- Assisted in A/B test design and implementation for CRM push notification campaigns on CleverTap- Utilized churn propensity model to run retargeting campaign on Google/ Facebook and evaluate performances- Managed a Scrum team to run projects that drive retention strategies and achieved sprint goals

Sitting in the Regional Digital Marketing team, I am the lead of data and insights for the APAC region. My role and responsibilities can be summarized in a few key areas as stated below:Digital Analytics and Performance Monitoring- Collaborated with regional brand and customer marketing to define relevant digital KPIs and set targets- Worked with internal and external parties to capture data across web, social media and ecommerce sites and other digital media platforms- Performed Media Mix Modeling to assess marketing effectiveness and optimize media allocations to drive improved execution and return on investment- Collaborated with stakeholders to proactively enhance coverage of POS data and quality of digital data for analysis and performance monitoringBusiness Intelligence and "Dashboard"-ing- Designed and produced interactive Tableau dashboards for performance monitoring of both digital and sales data- Developed and delivered action-oriented, insightful digital platform recommendation strategy reports that provide consultative direction to key stakeholders- Conducted in-depth social platforms (Facebook, Youtube) analysis and produced interactive dashboards on Google Data Studio for self-service analysis and performance trackingInnovation and Consumer Insights- Constructed data repository and ETL process automation through MS Access and Tableau Prep for digital and sales data reporting- Conducted e-commerce audit for key markets and provided actionable insights to improve e-commerce presence and optimize customer experience- Generated consumer insights from social listening research and market landscape analysis.

I belong to the Marketing department, serving as 2 major roles: Business Planning, which accounted for 70% of my work, and Product Marketing which accounted for the remaining 30%. I am leading a team with 2 subordinates, each responsible for the one of the two areas of expertise as mentioned.As Business Planning manager, I- conducted annual objective planning to forecast yearly business performance for submission of annual revenue target using modeling by Excel- recommended KPI for marketing program to tie up with the revenue target and set up mechanism for KPI measurement- monitored marketing program performance and KPI achievement by consolidating information from sales orders momentum, customer profile data, market research and survey findings - identified business potential to realize and service performance gap to fill up by doing customer portfolio analysis from Cognos OLAP and customized reports from CRM and IT teams - designed offer and set price for broadband service by doing market landscape and competitor analysis- conducted service demand projection by regression on weekly momentum and coordination with engineering team for resources planningAs Product Marketing Manager, I - constructed marketing plan and promotion strategy for cloud storage service- managed official Facebook page and enhanced user experience using insights from Google Analytics- improved effectiveness of eDM referrals and conversion to uHub plus service activation based on insights from Radica email system reports and Google Analytics’ source/medium and referrals report

- Managed Market Research Projects, analyzed and made recommendations for clients as Market Researcher- Identified clients’ business needs and proposed relevant research programs, design and execution.- Conducted data analysis and did report writing.- Experienced in managing brand tracking, product market landscape, customer experience, NPS, mystery shopping and business confidence studies which required multi-country co-ordinations.- Focused working with businesses from finance, IT and telecommunication industry- Worked in multicultural environment and coordinated projects with overseas stakeholders

- Liaised with new and existing client for advertising opportunities- Identified customers' needs and matched their needs with appropriate outdoor advertising products and services- Provided tailor-made advertising campaigns in MTR- Managed relationship with and coordinated after-sales service for clients