EXPERIENCES

APR 2024 - JUL 2025

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• Delivered quarterly insights tracking brand awareness, message recall, and usage among toddlers, enabling the brand team to refine campaign strategies. Insights supported a 16% YoY increase in Enfagrow A+ brand association.

• Applied machine learning techniques to segment consumer behavior data across key touchpoints, identifying high-risk churn segments. These insights guided targeted retention efforts that contributed to a 12% improvement in engagement among first time users of Enfamil A+ programs.

• Built dynamic dashboards in Power BI to track KPIs such as awareness, purchase funnel metrics, and sample conversion. These tools provided real-time visibility for stakeholders and reduced reporting turnaround time by 40%.

SEP 2020 - PRESENT

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• Drove market analysis projects that influenced product development and marketing strategies, achieving a 7% quarterly increase in sales.

• Conducted advanced customer segmentation and competitive analysis, informing strategic initiatives, and contributing to successful product launches.

• Leveraged RFM segmentation on customer database to identify high-value groups and personalize engagement, driving a 10% uplift in repeat sales.

• Revamped corporate brand and marketing communication direction by applying nationwide qualitative and quantitative research approaches to capture both potential and existing customers which resulted in an increase of repeated purchase customers from the previous year.

APR 2017 - SEP 2020

• Led cutting-edge consumer insights campaigns by leveraging machine learning techniques, achieving a refined customer segmentation model that propelled strategy refinement and boosted customer engagement by 25%.

• Cultivated strong client partnerships by transforming complex data insights into strategic actions, leading to significant project renewals and expanding client investment by 30% year-over-year

• Implemented an insightful feedback analysis mechanism that pinpointed critical operational areas for enhancement, catalyzing solution strategies that directly spurred client sales revenue by an impressive 20%.

Apr 2011 - Apr 2016

• Initiated the integration of cutting-edge data analysis from diverse research projects to recalibrate banking strategies, culminating in a pronounced 18% revenue increase.

• Masterminded the adoption of sophisticated predictive models and classification trees, a strategic maneuver that revolutionized customer segmentation resulting in efficiency marketing activities. 

• Unveiled insights into customer needs by championing a design thinking approach coupled with rigorous research methodologies resulting in the successful launch of tailored banking services in new international branches, including Shenzhen, Cambodia, and Myanmar stimulating a 15% growth in customer base across these new markets.

SEP 2004 - Jul 2010

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• Pioneered the integration of advanced machine learning algorithms for customer data analysis, enhancing segmentation precision and contributing to a strategic campaign that saw a 30% uplift in customer spending.

• Elevated client service standards through actionable insights and relentless commitment, securing the prestigious 'Brand Equity Tracker' project award for three successive years.

• Steered comprehensive brand health studies, decoding perceptions, and loyalty metrics, which ushered in strategic pivots that boosted brand visibility and fortified customer loyalty by 40%.