Siriphon Lorcharoen

Senior Data Analytics Engineer with expertise in data engineering, analytics engineering, and business intelligence across banking, insurance, and digital industries. Experienced in designing and optimizing scalable ETL/ELT pipelines, modern data stack architectures, cloud-based platforms including AWS, GCP, and Microsoft Fabric, and automated workflows using SQL, Python, Databricks, and Apache Airflow. Skilled in developing end-to-end data solutions including data ingestion, transformation, data modeling, workflow orchestration, dashboards, and reporting systems to support analytics, customer insights, sales performance, and business operations.

Proficient in Power BI and Looker Studio, with strong experience in query optimization, data quality improvement, and scalable data-driven solutions.

AVP, Head of Data Analytic - TQM Insurance Broker

(2025-11)

• Design, build, and maintain scalable end-to-end data solutions, including ETL/ELT pipelines, data workflows, and reporting systems
• Develop and optimize automated data pipelines using SQL, Python, Databricks, and Apache Airflow to support analytics and business operations
• Build and maintain cloud-based data platforms and modern data stack architectures on AWS, GCP, and Microsoft Fabric
• Develop BI dashboards, data models, and customer analytics solutions for sales, marketing, and business operations using Looker Studio / Data Studio
• Implement funnel, cohort, and retention analysis to support customer analytics and business performance optimization
• Optimize and manage large-scale datasets (~5 million records annually), ensuring data quality, governance, scalability, and workflow efficiency

AVP, Data Analytic - SCB Protect

(2023-03 - 2025-10)

• Developed automated reporting pipelines and Power BI dashboards for lead, sales, marketing, and customer analytics that transformed raw business data into strategic, actionable insights maintenance of dashboards and reports (Lead Performance, Sale Performance, Marketing Channel Performance, Customer Behavior), Lead Utilization and Customer Funnel Drop Off to turn complex data from varying sources and formats into informative and actionable insights for SCB Protect business
• Develop RFM customer segmentation to identify our most valuable customers based on their purchasing behavior and utilize marketing strategy to create targeted campaigns for different customer groups by using historical data, improve customer retention and increase revenue

Data Analyst Manager - Hakuhodo Inc.

(2020-08 - 2022-02)

Data Analyst and Data Visualization maintenance of dashboards and reports, to turn complex data from varying sources and formats into informative and actionable insights for E-commerce business.

Digital Analyst Manager - GTB | Wunderman Thompson

(2019-10 - 2020-07)

Digital Data Analyst Manager - YDM Thailand

(2017-08 - 2019-09)

Online Department Manager - The EM District (The EM Quartier | The Emporium)

(2015-04 - 2016-05)

Online Manager | Marketing Communication Department - SF CINEMACITY

(2014-01 - 2015-03)

Action Script (Flash Developer) - GMM Grammy Digital

(2008-11 - 2013-09)

Bachelor's Degree - Computer Science & Information Technology - Bangkok University