Ya Shi Tan Email & Phone Number

Singapore

Singapore

Head, Customer Lifecycle Management; co-create a framework that aims to grow a revenue-based model through personalised services through relationship marketing. Manage the strategy team that collaborates with segment teams to reduce churn revenue loss and increase revenue retainedLeading an agile mission based team to transform the customer retention strategy with the use of data analytics to automate decision making and re-designing the loyalty and rewards experience on the AppCore member of the M1 Transformation programme across M1. Ideate, lobby for and drive the delivery of handset subsidies and churn reduction initiatives as Team Lead for B2C sub streamPioneered the transformation of the Consumer Marketing team together with management; re-designing processes to achieve management’s visionLed an agile cross-functional team to drive and manage the end-to-end Beta testing of the new online shop that launched successfully in Dec 2020

Singapore

Led a 4-man team to manage the lifecycle of the M1 Consumer base comprising of Postpaid and Prepaid Mobile, Fixed Broadband services. Collaborated with data science team to develop propensity models, profiling and insighting of the base to create meaningful below the line campaigns to manage churn, increase ARPU, cross-sell and upsellLed the transition from traditional campaign management to campaign automation; increasing efficiency and scaling campaignsOversaw the Prepaid App and Portal from inception to post-launch - Project managed development of content and features, user acceptance testing, managed internal stakeholders - Within the first year, app downloads tripled, inbound call traffic reduced, contribution from digital transactions increasedLaunched International (2015) and Local Mobile Airtime Remittance (2016) as a value added service for the Prepaid market. Incremental revenue earned from both services.- Project managed technical and commercial aspects- Oversaw the customer experience and develop strategic propositions to drive take up

Singapore

Churn manager for Postpaid Mobile and Fixed Broadband services~ Achieved overall reduction in churn rate by 40% ~Increased phone upgrades by 25% Curated thematic loyalty treats for the Youth segment, made M1's 13th Anniversary treats a success through a strategic approach for partner collaboration.Took on the Co-brand & Partnerships portfolio as key project for 5 years- Relaunched the M1-Citibank Cobrand card; updating its telco and card benefits- Active collaboration with Citibank partners helped both entities to collectively: ~ Grow the co-brand base by 6%, ~ Increase revenue by 12%, ~ Increase redemption rate of Citi Rebate on M1’s related products & services by 35%- Pioneered mobile payments with the launch of Near Field Communications (NFC). As product manager overseeing: ~ SIM technology enablement ~ Develop strategic partnerships with banks and payment networks to enhance the M1-NFC service proposition. ~ Launch and market the M1 NFC Prepaid MasterCard and DBS One.Tap ~ Drive NFC service activation and usage of NFC cards on the M1-NFC SIM ~ M1's participation in nationwide trial of NFC EZ-Link- Transition from NFC payments to Apple Pay & Android (now Google Pay) ~ Create user propositions for the Citibank-M1 Visa card on the digital wallet ~ Raise awareness of acceptance at M1 retail stores ~ Collaborate with handset manufacturers to drive handset sales

Singapore

Partnered Sony Sales Offices in the South East and North Asia region to achieve their monthly budget commitment in sales, profitability, market share and inventory level for the TV Business UnitLobby for Global HQ's support in marketing funds, pricing and inventory to overcome issues such as unexpected demand, B2B orders, overstock and EOL.Spearheaded the shift from CRT to LCD TV by being part of the team that launched BRAVIA in Bangladesh, Cambodia, and Myanmar.

Singapore

Managed the portfolio of Personal Audio products, marketing it in developing countries - Bangladesh, Cambodia, India, Indonesia, Myanmar, Sri Lanka etcAchieved the highest increase in sales for transistor radio and highest sales for tape recorder in Asia Pacific region. Decelerated the slowdown of Personal Audio Business and kept it profitable by making improvements to forecasting accuracy, inventory management, optimal pricing and adopting a strategic approach for sell-in.Embarked on a Earphones project targeting tertiary students in Jakarta. Conceptualised marketing earphones as a wearable fashionable accessory