• More than 10 years of customer insight, digital and business analytics 
experiences in Internet, Media, e-Commerce, Education and Banking industries
(Yahoo!, eBay, Nord Anglia Education, Now TV, HSBC)
• 4 years of expertise in research firm on qualitative, quantitative and consumer 
goods retail measurement (Nielsen, Harris Interactive)
• Influencer to drive business growth and operational excellence through
understanding both online and offline customers
• Sound experience with cross-functional team collaboration bridging between 
business with data engineer and product technical team
 

WORK EXPERIENCES

Company:              Philip Morris Japan

Job Title:               Digital Performance Specialist

                                        (Sep 2024) Short-term contract

Daily business including sales & marketing reporting, stock management and product portfolio

Manage product placement as well as related operations to ensure that business is running according to plan for owned ecommerce website and Market Places (including Rakuten and Yahoo! Shopping)

Coordinate the creation of sales acceleration mechanisms & campaigns by analyzing sales

Coordinate cross-functionally to create concepts & campaigns as well as related material and implementation of those

Provide regular reporting with insights generation

Support during system releases and UAT for Ecommerce commercial activities

 

Company:              Nike Japan

Job Title:               Lead, Insights & Analytics Manager, Direct Digital Commerce

                                        (Oct 2022 – Mar 2024)

Own business forecasting and support in developing the new KPI-based forecasting approach

Lead the business performance reviews, and impact analysis for initiatives and promotion campaigns

Handle high amounts of data in consumer, web experience, marketing and product analysis

Website and mobile application user experience optimization analysis through advanced usage of Adobe Analytics

End-to-end analytics process from leading the meetings with the stakeholders to discussing the business questions, defining the scope and methodology of the analysis, extracting data, synthesizing analysis, interpreting trends and creating impactful presentations and visualizations to share insights and recommendations with various business stakeholders

 

Company:              Mitsui Sumitomo Insurance Company

Job Title:               E-commerce & Digital Marketing Specialist, Global Digital Hub

                                        (Feb 2022 – Sep 2022) Contractor

Duties:                                     

Lead project management of digital initiatives and PoC (Proof-of-Concept) for Singapore, Indonesia, Vietnam and Philippines

Liaise with third party data company and digital marketing team from business units, facilitate the collection of customer data for performing data analytics (segmentation and clustering, correlation and product association)

Prepare proposals and suggestions for innovative platform integration for e-Commerce platform in Singapore

Host digital steering committee meetings

 

Company:              MICSA Japan Limited

Job Title:               Research Consultant

                                        (Jun 2020 – Jan 2022)

Duties:                            Projects involved:

                                        Client: Euromonitor International

Being central analyst to manage researchers to complete research projects according to requirements and schedule

Fully trained in their research analyst pool, with experiences in conducting desktop researches, trade interviews, syndicated research and consulting

Participated in the research project for understanding the market of credit card installment and buy-now-pay-later model for client Visa in Hong Kong and Taiwan

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

HSBC

(The Hong Kong and Shanghai Banking Corporation Limited)

Digital Insight Operations Lead, Asia Pacific

(Dec 2018 – Jun 2020)

• Managed the Insight Operations team with 6 people of Digital Insight Specialists and Analysts, specialized in providing digital analytics and consumer insight support using Adobe Analytics
• Leading the team to utilize web analytics skills, delivering insights to improve end-to-end customer experience and to generate data-driven opportunities to achieve the bank’s business targets across 5 key markets in Asia Pacific (Hong Kong, Singapore, Malaysia, Australia, India)
• Recruited and on-boarded 3 talents in the team and developed team spirits through strong people management skills
• Demonstrated stakeholder management excellence through quality output, servicing more than 50 internal clients, presenting and delivering actionable insights to local and Regional Senior Executives
• Developed the KPI measurement framework and pioneered the workflow to collect, construct and visualize operational and performance metrics across the 3 other digital operational teams (Content, Optimization and Messaging)
• Successfully introduced framework for measuring outbound email campaign performance through cross-team collaboration

PCCW Limited (Now TV)

Customer Insight and Analysis Manager

(Mar 2018 – Dec 2018)

• Business data lead for the new product launch of OTT (over-the-top) media services, Now E, to provide video contents on movies, sports and drama. Platforms including website, mobile apps and Android TV Box
• Media measurement of both sports (Premier League, La Liga) and entertainment contents from content providers
• Full expertise developed for measuring on demand OTT services in terms of viewership, subscription and cross-sell business partnership, also between SVOD and TVOD offers
• Collaborated with data processing team, developers, business management to drive tracking roadmap according to business requirements
• Advisor role for digital marketing plans and leader for Google Analytics
• Business owner of the new product to provide actionable customer insights from various data sources to senior management, and developed management dashboards

 

 

Nord Anglia Education

Admissions and Marketing Analytics Manager

(May 2017 – Mar 2018)

• Global central team supporting Digital Marketing Department on web analytics across more than 40 school websites
• Developed and implemented the Online Interactive Dashboard building on Tableau as visualization tool
• Consolidated to finetune the data architecture to collect data across departments (finance, marketing, researches etc.)
• Strong vendor management to drive success with outsourced data and research agencies
• Ensure all tracking on web analysis through Google Analytics was well in place, and performed online consumers insight analysis for internal stakeholders globally
• Managed CRO program to optimize conversion along the consumption funnel through marketing performance analytics

 

eBay International Hong Kong Limited

(May 2012 – Dec 2016)

 

Job Title:

Senior Regional Business Analyst, eBay Classifieds Asia Pacific (Apr 2016 – Dec 2016)

Regional Business Analyst, eBay Classifieds Asia Pacific (May 2012 – Apr 2016)

 

 

Duties:

Analytics and Research

• Central point of providing data insight for the APAC team. Supporting management, product, marketing and sales teams on daily business decision making
• Provided actionable customer insights to help the growth of business and meeting KPI, including analysis from web traffic, usage behavior and user segmentation
• Supported marketing team on measuring campaign effectiveness and ROI. Marketing channels include TVC, outdoor and performance marketing solutions (Google SEM, Ad exchange, Retargeting, Facebook ads)
• Competitive analysis through monitoring competitor’s performance by third party tracking tools (including Nielsen, App Annie, comScore, SimilarWeb, Adjust, AppsFlyer etc.)
• Fully mastered website traffic tracking tools including Webtrend and Google Analytics from technical javascript setup, data extraction and analysis
• Data analysis experience on other Google products including Adwords, Adsense, DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange
• Close relationship with engineering team, with analysis on new features, user flow and A/B testing
• Performed simple queries to extract relevant data from system database, deep diving in buyer and seller activities on our site
• Manipulated regular reporting templates and participated in automation of reports through visualization tool Tableau
• Conducted in-house researches (including NPS) and liaise with external research agencies to support qualitative and quantitative researches to support business decision

 

Company:

Yahoo! Hong Kong Limited (Mar 2010 – May 2012)

Job Title:

Business Analyst (July 2011 – May 2012)

Data Analyst (Mar 2010 – July 2011)

Duties:

• Business data support for the display advertising sales team and product marketing team
• Monitored and analyzed website traffic data across different media properties in both desktop and mobile platforms
• Performed investigation on any significant movement in traffic trends and patterns
• Provided data analysis support to assist product development team to adjust product parameters and meet their predefined KPI
• Conducted online market research to understand customers on product usage and satisfaction level
• Liaised and communicated with the commissioned third-party research companies, including Nielsen, Comscore, Synovate and Hitwise
• Developed Internet and mobile landscape reports on market competitive tracking analysis by different product categories
• In charge of managing the website traffic tracking tool (Yahoo! Web Analytics) utilizing tracking pixels being stamped in website backend to collect relevant campaign metrics, including unique users, page views, user navigation path and conversation patterns etc.
• Participated in using Yahoo! internal data on targeting solutions for display media advertisers
• Provided training on in-house data reporting tools to staff
• Promoted from Data Analyst to Business Analyst with expanded duties as the role of display advertising network and yield analyst
• Supported in managing prices of various display advertising units and develop pricing policy and guidelines

 

 

 

 

 

Company:

Harris Interactive Asia Limited

(Feb 2008 – Mar 2010)

Job Title:

Research Analyst

Duties:

• Full marketing research skill developed through manipulating whole research process for both quantitative and qualitative global studies in this full serviced marketing research agency
• Project in-charge that responsible for research design, development, data analysis and reporting of custom research projects and tracking programs
• Involved in determining research and sampling methodology, developing screeners and discussion guides, designing questionnaires, checking and analyzing data and preparing presentable research reports
• Customized regional research projects for global clients, including adidas, Reebok, Manulife, Standard Life, BNP Paribas, California Fitness, etc.
• Project manager for annualized adidas Customer Commitment Survey conducted in 12 countries across Asia Pacific
• Developed online research experience through conducting surveys for HKUST, Oxford University Press, Nokia, etc.

 

 

Company:

 

Nielsen Hong Kong (Jun 2006 – Feb 2008)

Job Title:

Client Solutions Executive, Retail Measurement Services

(Jun 2007 – Feb 2008)

Management Trainee (Jun 2006 – Jun 2007)

 

Duties:

• Comprehensive understanding of retail measurement tracking that Nielsen collects data from retail stores in Hong Kong, including in-store scanning of product codes in Key Accounts and store visits by professional auditors in Open Trade 
• Account in-charge for servicing FMCG clients including Amoy Food Ltd., Vitasoy International Holdings Ltd., Johnson & Johnson Vision Care, Kimberly-Clark HK and Otsuka Pharmaceutical Ltd.
• Provided timely and accurate day-to-day data support to client from drilling down through a robust dataset by different market, category, brand and SKU level

 

EDUCATION

Bachelor of Business Administration, Integrated B.B.A. (Marketing) (2003-2006)

The Chinese University of Hong Kong

Graduated with Honors, First Class

 

University of Southern California, Marshall School of Business (2005)

International Student Exchange Program

 

 

REFEREE

Available on Request

 

 

AVAILABILITY

Immediate

 

 

 

FREELANCE WORK EXPERIENCES

 

Company:              Euromonitor International

Job Title:               In-Country Research Analyst

                                        (Jun 2021 – present)

Duties:                                       

Fully trained in their research analyst pool, with experiences in conducting desktop researches, trade interviews, syndicated research and consulting

Participated in the research project for understanding the market of credit card installment and buy-now-pay-later model for client Visa in Hong Kong and Taiwan

Transcription project for interviewing high-net worth credit card users for MasterCard in Hong Kong

Translation from Cantonese to English for interview transcriptions

 

Company:              Lobahn Technology Ltd.

Job Title:               Head of Research

                                        (Jun    2021 – Sep2021)

Duties:                                       

To lead the primary and secondary researches for the business of the digital recruitment platform to be launched in Hong Kong and GBA

Primary researches are conducted among job seekers and employers to understand the needs of the target audience and to finetune the market positioning and service deliverables

Secondary researches are conducted to consolidate the market value and size of potential customers

 

 

 

 

 

 

 

 

Company:              Silvermine Bay School

Job Title:               Marketing Specialist

                                        (Aug 2021 – present)

Duties:                                       

Advisor of website improvement and marketing plan to support the school to increase online exposure

Support the completeness of website content building and marketing messages in Facebook

Paid and organic digital marketing plan and execution to be adopted after improvement in SEO and content for website

 

 

Company:              Sunrise Japan Co., Ltd.

Job Title:               Freelance Overseas Business Consultant

                                        (Jan 2021 – present)

Duties:                                     

Head of research to perform both qualitative and quantitative research and analytics to support growth of business

Developed the English and Chinese versions of the company website using WIX as designing tool

Created and managed the business profile in LinkedIn and Facebook

Designed the sales and eCommerce and marketing strategy for overseas customers in Japan for company’s products