Data Scientist

Built an AI Agent for Guest forecasting capable of predicting guest demand, adjust for seasonality and campaigns, generate insights and KPIs. Collaborate with FP&A on business planning and forecast, guest metrics target setting. Support cross-functional team measurements and tracking tools, e.g. brand campaign KPIs, Marketing Science with MMM, CAC and LTV calculation, email segmentation, store premiumization measurements etc. Build executive reports and dashboard for senior leadership team.

Led the data governance project to ensure data quality and consistency across different data sources. Designed new data metrics and analyzed the success of new product launch. Analyzed the existing onboarding journey and recommended changes that led to 60% increase in new users creating 2 or more videos during onboarding.

Optimized investment efficiency by estimating long-term and short-term impacts of marketing levers using Marketing Mix Modelling (MMM). Led team of 3 in a CRM BI project and managed data dashboards (Tableau, Excel, SQL).

Manage CRM strategies, Marketing Data and Marketing Product in the Singapore and Malaysia market. Develop architecture CRM strategy automation using Machine Learning, deployment of A/B testing framework and incorporate into various global campaign frameworks i.e. order upsell, user behavior prediction. Standardise the strategy evaluation process and methodology to improve scalability of business.