Siew Yee Choo

Delivery Lead for Merchant Lifecycle programs With a background in campaign management and a strong focus on agile methodologies, I bring 15 years of experience in leading cross-functional teams to achieve marketing goals. My strengths include strong communication skills, a deep understanding of digital marketing trends, and a talent for promoting teamwork among diverse teams. As a servant leader, I prioritise the growth and well-being of my team members, fostering an inclusive environment where collaboration thrives.

With a proven track record of driving operational excellence, I excel at guiding high-performing teams and facilitating cross-departmental cooperation to achieve ambitious marketing objectives.

Global Campaign Delivery (PMO) at Paypal Ltd (2024-12 – Present)

• Manage global lifecycle programmes across multiple markets, overseeing planning, implementation, and ongoing optimisation
• Partner with business, product, data, and operations teams to ensure programmes are operationally feasible and aligned with strategic objectives
• Support programme evaluation by analysing performance data and identifying opportunities for enhancement
• Drive cross-functional coordination to implement programme changes and ensure readiness across teams
• Establish governance frameworks, including reporting cadence, risk tracking, and stakeholder communication
• Contribute to resource planning and prioritisation to support efficient programme delivery
• Lead migration from Azure DevOps to Asana, including planning, stakeholder alignment, and implementation of new workflows
• Redesign task tracking and reporting structures to improve visibility and usability
• Conduct operational process reviews to identify inefficiencies and redundant steps across workflows
• Simplify processes and remove non-value-added activities through structured discovery and stakeholder alignment
• Programme manage global lifecycle campaigns, working in agile teams with cross-regional stakeholders
• Lead end-to-end sprint planning, retrospectives, and backlog prioritisation using Azure DevOps
• Oversee platform migration from SFMC to Adobe (AEP, AJO, Target), ensuring continuity and enhanced functionality
• Manage daily delivery with an outsourced agency team and facilitate cross-functional alignment through structured agile ceremonies
• Drive adoption and governance of Asana as the primary workflow management tool, including workflow standardisation, tracking, and reporting practices across teams
• Lead SLA optimisation initiatives by reviewing end-to-end processes, identifying bottlenecks, and implementing improvements to enhance turnaround time and delivery efficiency
• Successfully migrated 100+ active campaigns from SFMC to Adobe, improving targeting logic and campaign governance across 60+ markets
• Standardised lifecycle operations globally, improving delivery consistency and reducing turnaround time
• Strengthened agile ways of working, enabling faster resolution of blockers and improved visibility into sprint progress
• Delivered end-to-end rollout of Asana within 3 months, from planning through adoption across teams
• Achieved significant improvement in reporting and day-to-day tool efficiency through workflow redesign
• Reduced SLA and improved turnaround time through process simplification and removal of redundant steps

Senior Process Manager at eClerx Pte Ltd (2023-04 – Present)

• Led the B2B International Lifecycle engagement program, collaborating with international marketing stakeholders to define campaign scope, objectives, and technical feasibility
• Managed end-to-end marketing programs across all channels, ensuring timely delivery within scope and budget
• Tracked and reported campaign progress and performance while maintaining comprehensive documentation and fostering a positive work culture among teams and partners
• Successfully delivered multiple high-impact campaigns, enhancing customer engagement and driving revenue growth
• Provided coaching through Agile sprint planning, resulting in better prioritisation, collaboration, and accountability
• Recognised for providing strategic direction that led to significant campaign optimisation
• Received commendations from stakeholders such as Laura, Sofia, and Lili for exceptional support in their campaigns
• Three MTO award wins out of nine nominations since 2023

Process Manager at eClerx Pte Ltd (2020-10 – 2023-03)

Assistant Campaign Manager at StarHub Ltd (2018-01 – 2020-09)

• Led a campaign team to manage communications across various channels, designing decision logic for lifecycle and retention activities
• Collaborated with cross-functional teams to define marketing technology requirements and conducted segment analysis for campaign tracking
• Worked closely with the Analytics/Data Science team to interpret predictive model outputs and evaluate A/B experiment effectiveness
• Developed a robust framework for presenting insights to business users, significantly improving campaign performance
• Enhanced data-driven decision-making processes, resulting in improved campaign outcomes and stakeholder satisfaction

Campaign Management Senior Executive at StarHub Ltd (2014-07 – 2017-12)

Campaign Management Executive at StarHub Ltd (2008-03 – 2014-07)