My current role is to represent digital in business decisions and take a lead role in the commercialization of digital within the bank by collaborating across the business to improve digital sales and adoptionKey achievements: - Promoted to oversee all digital activities across credit cards, savings, personal loans and mortgage products in 2021 and drove a +10% YoY increase in overall portfolio revenue - Navigated digital liabilities portfolio through COVID-19 with a back-to back YoY increase of sales by +9% via key initiatives to improve approval rates and help customers to open accounts digitally during lockdowns Key responsibilities: - Plan and execute digital sales strategy to improve end-to-end digital customer journey and conversion rate - Lead digital projects and manage backlog of BAU activity to continually optimize customer experience on digital channels through messaging, optimization, SEO and paid marketing activities - Synthesize insights and recommendations by merging commercialization data, market/competitor data, customer feedback and best practices, then implement via collaboration across local and regional teams - Own and manage digital performance metrics covering sales, revenue, engagement, retention and NPS

My role was responsible for championing an experimentation led culture while supporting the delivery of intuitive and engaging customer experiences and digital performance through conversion rate optimization at speed Key achievements: - Delivered $1.5M+ revenue by deploying 35 optimization tests and 1 key project - Implemented streamlined workflow process between local, agency and regional teamsKey responsibilities: - Design and execute a roadmap of experiments to improve conversion rates across all digital channels - In-depth analysis using online and offline data across sales and servicing funnels to identify actionable insights and optimization opportunities - Provide experimentation best practice, knowledge, support, and expertise to local and regional teams

Working in the regional Digital Center of Excellence, my role was a combination of evangelist, program manager and website conversion rate optimization specialist which led the optimization program across key markets in AsiaKey achievements: - Led CRO program across Australia and Hong Kong, delivering US$10M in incremental revenues - Recruited, coached and managed a team of Optimization analysts to support the optimization program Key responsibilities: - Overseeing the day-to-day execution of testing programs with analysis, scoping, design, development and measurement across A/B and multivariate testing, personalization and content targeting by providing - Build and maintain backlog of optimization campaigns using user centered design principles and data analytics by working collaboratively across local market teams and delivering on local KPIs

My primary role is to manage all accounts across the international team, while providing sales support via prospects/clients meetings, product knowledge and improving operational workflow.Key responsibilities & achievements: - Ensure delivery & performance of all digital campaigns - display, mobile, social, video, SEM - Improve efficiency and workflow of all inter and intra-BU processes Managed and delivered over USD 1M+ of annual GP across digital campaigns - Upskilled the sales team on product knowledge and implemented internal CRM system

My role was to support the HK and APAC teams with business intelligence & account management.Key responsibilities & achievements: - Supporting business activities with industry trends research across APAC, HK and China - Digital media planning, strategy and management across SEM, display & social media - Delivering many market research insights across a multitude of sectors and countries - Planning and executing marketing strategy while managing monthly spend of HKD $500k+

Bienalto is an IT consulting company within the WPP network which specialises in assisting companies to optimise their digital platforms through data driven analytics and a hypothesis-driven design process.My primary role in Bienalto is to lead and manage a team of analysts within the Optimisation department where we manage a portfolio of projects. By working with our clients, we formulate strategies, design and produce solutions with a focus to increase conversion through their online channel.Key responsibilities: - Project management including time/cost/quality management, workflow process improvement, stakeholder engagement and collaboration with various departments and third party vendors - Analysis and reporting of website analytics using Adobe Site Catalyst and Google Analytics to provide actionable insights - Development and presentation of digital optimisation strategy and business case proposals - End-to-end accountability of the software development lifecycle across a portfolio of projects - Data lifecycle management – processing, analyzing and storage of dataKey achievements: - Increase in annual revenues of tens of millions of dollars across our client’s digital channel - Optimisation roadmap strategy, creation, management and delivery - Large portfolio of projects including A/B & multivariate tests, content targeting campaigns and mobile implementation across SEM, SEO and email/social marketing departments

Key responsibilities: - Scoping business needs and requirements and solution architecture for new projects - Database/data warehouse architecture, migrations and data management - Data mining, forecasting, modeling, reporting, analysis and visualisations to provide insights by using data transformation and statistical software such as Excel (VBA), SQL, SAS, R and TableauKey achievements: - Translation of business needs into requirement, followed by successful (SalesForce) CRM architecture, build and implementation - Financial model creation, forecasting sales and costs using sensitivity analysis and assumptionsTechnical competencies:Test & Target Adobe Certified Expert (ACE)Web analytics and optimisation specialistSalesforce CRM database architecture, migration and management expertSQL, SAS and other statistical software for reporting, modelling, analysis and management

My primary role within HSBC was to liaise with Premier (high net-worth) customers while servicing their banking needs and identifying/closing potential sales opportunities. Key responsibilities: - Quick assessment of needs and problems of customers and also providing efficient solutions - Building and maintaining customer/client relationships management - Understanding banking processes, systems, products and customer-bank interactionsKey achievements: - Subsequent to leading the department in sales for two consecutive months, I became responsible for training my team members to increase sales - Valuable front-line experience with consistent 90% (target) compliance throughout this role