Serene Tay Email & Phone Number

North Rhine-Westphalia, Germany

- Designing and executing quantitative UX studies to evaluate new and/or optimized features on the product, working closely with UX Designers, UX Copywriters and Product Managers- Establishing and maintaining UX metrics benchmarking for key initiatives- Managing NPS in 30+ locales, from recruitment to analysis - Utliizing intercept surveys to capture in-session user feedback - Analyzing heatmaps and session recordings on a website analytics platform to better understand user… Show more - Designing and executing quantitative UX studies to evaluate new and/or optimized features on the product, working closely with UX Designers, UX Copywriters and Product Managers- Establishing and maintaining UX metrics benchmarking for key initiatives- Managing NPS in 30+ locales, from recruitment to analysis - Utliizing intercept surveys to capture in-session user feedback - Analyzing heatmaps and session recordings on a website analytics platform to better understand user behaviour Show less

Singapore

- Built an intricate understanding of the Twitter audience in APAC through audience profiling, ethnographic research, and U&A studies - Implemented measurement solutions to track the performance of advertising campaigns on Twitter, and working with external research partners to tailor campaign measurement solutions aligned to advertisers' KPIs including brand lift, location lift, cross-media measurement, and in-context ad testing- Partnered with media agencies to test hypotheses through… Show more - Built an intricate understanding of the Twitter audience in APAC through audience profiling, ethnographic research, and U&A studies - Implemented measurement solutions to track the performance of advertising campaigns on Twitter, and working with external research partners to tailor campaign measurement solutions aligned to advertisers' KPIs including brand lift, location lift, cross-media measurement, and in-context ad testing- Partnered with media agencies to test hypotheses through A/B testing, identifying the unique value and placement of Twitter within brands' media plans- Collaborated with cross-functional teams to amplify Twitter's outreach amongst clients and agencies, contributing to thought leadership through trends and insights gleaned off conversations on Twitter- Supported the transition to X, increasing efficiency and establishing new partnerships to continue providing a high level of insights and measurement support post-acquisition Show less

Singapore

- Enabled insights-driven decision making for brand and communications strategies across FMCG, financial services, infant nutrition, vision care, beauty and personal care industries- Adept across a wide range of consumer research solutions including copy testing, brand health tracking, brand equity, market segmentation, TV and digital campaign evaluation - Worked closely with agency partners and online publishers (Facebook, Google, InMobi, Millennial Media) to track the effectiveness of… Show more - Enabled insights-driven decision making for brand and communications strategies across FMCG, financial services, infant nutrition, vision care, beauty and personal care industries- Adept across a wide range of consumer research solutions including copy testing, brand health tracking, brand equity, market segmentation, TV and digital campaign evaluation - Worked closely with agency partners and online publishers (Facebook, Google, InMobi, Millennial Media) to track the effectiveness of digital and mobile campaigns - Spearheaded an internal cross-exposure initiative for analysts and associates (KantarXperience)- Worked closely with third-party vendors to advance automation and operational efficiency, setting up charting tools and dashboards for brand tracking studies Show less

Singapore

- Launching and fulfilling marketing initiatives to drive private banking products as part of the Product Marketing team, International Personal Bank- Post-program analysis of client response to program mechanics and rewards catalog- Updating contractual agreements and sourcing of new partners to refresh IPB Rewards program

Singapore

- Daily media monitoring to track DBSV + competitor analyst quotations, mentions, and interviews - Tracking of investment promotions, events and new product launches across competitors- Utilising Adobe Photoshop, Dreamweaver and Content Management System to design and update the corporate website

Bachelor Of Business Management (Bbm), Marketing & Finance

Activities and Societies: SMU Capoeira Club, SICS Freshmen Camp, SMUX Kayaking Club, The Blue and Gold (SMU student publication), Model.

Pre-University (Gce A Levels)