Afiqah Shaik

Senior data and analytics professional with 7 years of progressive experience delivering executive BI, analytics engineering, data governance, and strategic decision support across consulting, aviation, shared services, and commercial environments. Converts customer, workforce, sales, marketing, and finance data into governed KPI frameworks, automated reporting, and actionable growth insights using Power BI, Tableau, SQL, Python, Google Cloud Platform, and Azure SQL.

AMWAY | AMSB & ABSAP Aug 2025 - Sep 2026

Global direct-selling and regional shared-services environment | Internally leaped from People Analytics into Data & Analytics,

expanding from workforce decision support to commercial reporting, KPI governance, and executive insights.

Lead, Data Analyst | Data & Analytics Jul 2026 - Sep 2026

Internal promotion into Amway Malaysia Sdn Bhd (AMSB)

• Governed Tableau dashboards used in C-suite performance reviews through source-to-dashboard reconciliation, root-cause analysis, and documented validation controls, strengthening the accuracy, traceability, and decision confidence of executive

KPIs.

• Engineered SQL transformations in Google Cloud Platform to integrate sales, customer, marketing, and finance data into decision-ready trend, variance, and segmentation insights for Marketing and Finance stakeholders.
• Designed a Python-based KPI master-table framework that standardized metric definitions, segmentation logic, and recurring calculations, replacing fragmented manual preparation with a governed reference source for repeatable downstream reporting.
• Produced executive insight packs covering sales trends, buyer tenure, customer segments, force size, new sign-ups, and renewals, isolating growth drivers, underperforming cohorts, and data-quality exceptions for commercial planning.

Specialist, People Analytics - Human Capital Planning Aug 2025 - Jul 2026

Strategy & People Development | Amway Business Services Asia Pacific (ABSAP)

• Designed and maintained a Power BI financial dashboard for Learning & Development, automating up to 90% of recurring reporting and improving management visibility of contribution, utilization, and financial performance.
• Designed and delivered applied Business Intelligence, AI, and data-literacy enablement for HR Business Partners supporting

Amway Malaysia’s three main entities - AMSB, ABSAP, and AITS, translating Power BI, analytics, and responsible AI concepts into practical reporting and decision-support use cases.

• Integrated headcount, workforce movement, learning, employee-experience, and organizational data into regional planning outputs, surfacing capacity risks, talent trends, and evidence-based priorities for leadership action.
• Analyzed Culture Survey results and converted findings into prioritized, executive-ready recommendations that informed targeted HR-led training interventions, strengthened employee participation, and improved delivery efficiency by 50%

compared with the previous cycle.

MALAYSIA AIRLINES Sep 2023 - Sep 2025

Malaysia’s national aviation company | Advanced into senior commercial analytics, modernizing executive reporting and turning customer and operational data into measurable revenue opportunities.

Senior Data Analyst | Loyalty & Travel Solutions

• Built enterprise Power BI solutions integrating Azure SQL, Adobe Analytics, CRM, and Excel, automating MTD and YTD pipelines and reducing executive reporting turnaround time by 70%.
• Unified sales, inventory, marketing, and customer datasets into a governed reporting layer, cutting downstream reconciliation issues by 60% and improving metric consistency across functions.
• Applied SQL analysis and customer-behaviour modelling to identify UX and product-bundling opportunities, contributing to a

10-15% uplift in conversion and monthly sales.

• Represented analytics in C-suite reviews and elevated team capability through QA standards and coaching in Power BI,

SQL, and advanced Excel, informing regional sales and product-investment decisions.

Feb 2019 - Jul 2023

DELOITTE CONSULTING

Global professional-services firm | Built a foundation in enterprise data engineering, governance, AI-enabled analytics, and scalable decision-support solutions across complex client environments.

Data Analyst | Artificial Intelligence & Data

• Led enterprise data-governance and quality initiatives across finance, marketing, and customer domains, establishing ownership, stewardship, metadata, and lineage controls that increased data trustworthiness and record accuracy by 35-42%.
• Engineered ETL pipelines and analytical data marts using PySpark, Talend, SQL, WhereScape RED, Cloudera, and

Informatica, processing more than 10 million daily records across Salesforce, SAP, Oracle, APIs, and JSON sources.

• Developed Customer 360 segmentation, predictive churn and lifetime-value models, lead-scoring frameworks, and executive dashboards using Python, R, Power BI, and Tableau, contributing to a 22% uplift in lead-to-membership conversion.
• Translated business requirements into star-schema models, automated ETL processes, and high-performance reporting structures, improving analytics scalability, control, and decision support across transformation programmes.

University of Malaya, Malaysia

Master of Data Science (Distinction) – First Class

Management & Science University, Malaysia

Bachelor of Computer Forensics (Hons.) – First Class