Data Product Manager at Singapore Tourism Board (STB) (2025-07 – Present)
Leading data strategy for Singapore's tourism analytics platform, owning the product roadmap for internal and external stakeholders.
- Strategic Data Partnerships: Secured partnerships with Hotels & Attractions stakeholders to ingest sales and inventory data, creating a single source of truth for traveller behaviour analysis.
- AI/ML Strategy: Established evaluation frameworks for AI/ML tools, balancing model accuracy with integration requirements, cost and interpretability.
- KPI Definition and Alignment: Defined core success metrics tied to Visitor Arrivals & Tourism Receipts, aligning product roadmap with business goals.
- Self-Serve Analytics: Replaced manual reporting with automated ETL pipelines, reducing latency by 40% and enabling self-serve for business units.
Product Analytics Lead, Global Connectivity at Dyson (2022-07 – 2024-12)
Analytics partner to Product and Commercial teams for Dyson App.
- Roadmap Strategy: Influenced feature prioritisation by identifying critical checkout friction across user journeys, driving $10M in revenue growth (+80% YoY).
- Experimentation: Designed A/B testing frameworks for landing pages and validated UX hypotheses, delivering a 30% increase in sales conversion.
- Lifecycle Analysis: Optimized segmentation strategies with Commercial stakeholders to refine targeting, increasing repurchase rates by 15%.
- Cross-Market Enablement: Scaled campaign insights across regional markets, contributing to a 20% uplift in user reactivation.
- Team Leadership: Led and mentored a team of 2 analysts guiding prioritisation and insights delivery; established reporting cadence and timeline for new analytics initiatives.
Regional Digital Analyst (SEA & India) at Nike (2021-08 – 2022-07)
Led digital analytics delivery for Nike's e-commerce channels across 8 markets.
- High-Value Segmentation: Designed and implemented customer segmentation model (CLTV) to identify high-value members; achieved 50% uplift in reactivation rates.
- Self-Serve Enablement: Developed self-serve dashboards and structured learning agendas, boosting marketing campaign performance by up to 30%.
- Testing & Optimization: Partnered with UX/Marketing to structure and analyze A/B tests; led "Insights-to-Action" sessions for funnel optimization.
- Regional Scale: Supported digital analytics delivery across 8 markets, driving app performance and member engagement.
IT Business Analyst at Mercedes Benz Singapore (2020-01 – 2021-12)
- Operational Savings: Led strategic IT cost optimization by rationalizing software investments, delivering $2M in operational savings.
- Governance Reporting: Designed Power BI dashboards for compliance and usage tracking, resulting in a 20% reduction in IT license expenses.
