KFC & PIZZA HUT MALAYSIA (QSR Brands (M) Holdings Bhd)

Chief Data Officer

SEEK

I'm responsible for digital media strategy and planning, digital advertising operations, digital analytics, and digital data management across SEEK Asia's businesses in Hong Kong, Malaysia, Singapore, the Philippines, Thailand, and Indonesia.

Regional Head of Digital Marketing, Asia

Accenture

Managing Director, Customer Insights & Growth

ada - analytics · data · advertising

ada Asia is an integrated digital marketing business jointly owned by Axiata Digital Services and Sumitomo Corporation. We combine data science, technology, creative & content, to disrupt marketing for brands and businesses across nine countries in Asia. Our team of over 260 data experts, growth hackers and advertising visionaries leverages extensive experience working with international brands to deliver measurable business results.

Reporting to the CEO, my responsibilities as Head of Data Science & Engineering involves leading a team of 22 data scientists and engineers to develop solutions for consumer data fusion & ontology engineering, consumer preference prediction, consumer action prediction, causal inference, and decision optimization.

Selected Contributions:

	Led the development of market insights products for the airlines, telecommunications, handset manufacturing, and retail industries.
	Led the development of ada’s data management platform, ada Xact, which contains around a hundred attributes on nearly 280 million internet users in nine countries.
	Led the development of ada’s mobile software development kit for capturing in-app events from clients’ mobile apps and a stream-processing backend system to collect in-app events from up to 4 million users.
	Led the development of ada’s campaign performance database and advertising effectiveness models for both online and out of home media.
	Using the co-location events of audiences and graph theoretic methods, we built a set of models to score audiences for their potential social influence.
	Using image feature extraction and regression analysis methods, we built a model to predict the click through rates for display ads produced by our creative agency.

Head of Data Science and Engineering

Axiata Digital

Axiata Group is an Asian telecommunications group with approximately 320 million subscribers and 25,000 employees in ten countries. Axiata Group’s portfolio of services in mobile communications services, tower infrastructure, and digital services generates over RM21.6 billion (USD5.2 billion) in revenues, RM657 million (PAT USD159) in after tax profits and a market capitalization of RM42.3 billion (USD9.4 billion).

In 2012, Axiata established Axiata Digital to capture the rapid growth in Internet-based businesses. By the end of 2016, Axiata Digital has built a portfolio of 29 companies in digital advertising, digital marketplaces, digital financial services, digital entertainment, data science, and over-the-top (OTT) enablement platforms. Axiata Digital companies served over 32 million customers and generated around USD300 million in gross revenues in 2016.

As Head of Analytics, I help Axiata Digital’s clients optimize their core business processes using intelligent automation.

Selected Contributions:

	Developed a set of intelligent automation solutions for marketing and sales management, customer management, and service management.
	Grew signings for analytics services by over 390% in second half of 2016 after I joined Axiata Digital.

Head of Analytics

IBM is the world’s leading cognitive solutions and cloud platform company with annual revenues of over $80 billion.

I apply data science and design thinking to help IBM clients advance their pricing, customer management, and digital advertising capabilities.

Clients Served:

 Indonesia – Indosat Ooredoo
 Malaysia – Axiata Group, Packet One Networks
 Singapore – StarHub
 Thailand – True Corporation
 UAE – Etisalat 

Selected Contributions:

 Developed three solution frameworks in the areas of pricing, customer management, and digital advertising. This includes algorithm design, data modeling, knowledge development, and organizational design.
 Awarded the IBM Global Business Services Service Excellence Award (South East Asia) - 2015 for my work in solution design.

Associate Partner - Global Center of Competence for Telecommunications, Media, and Entertainment

Celcom Axiata Berhad

Celcom Axiata Berhad is the second largest communications services provider in Malaysia.

Reporting to the Chief Marketing Officer, my current role as SVP / Head of Intelligence involves leading a team of 50 analysts that offers market research, customer analytics, campaign optimization, pricing strategy and marketing profitability services to internal clients.

Selected Contributions:

 Using multiple linear regression analysis on campaign response data, we discovered six campaign attributes that lead to increased revenue per subscriber for prepaid bundle cross/upsell campaigns. Apply these insights, we were able to grow prepaid bundle revenue by 50% over a 12 month period.
 We applied conjoint analysis to measure consumer preferences over a variety of prepaid bundle attributes and to design prepaid bundles that both enhanced consumer utility and improved contribution margins.
 Using tariff curves, we were able to precisely simulate the impact of competitive product launches on our customers an confidently decide on the appropriate competitive responses.
 We’ve applied constraint optimization techniques to calculate the right selling price for new product bundles given the desired bundle attributes and levels. As a result, we’ve been able to defend our voice, messaging and data yields in an industry facing falling yields.
 Using cohort analysis, we developed an automated report to analyze the effectiveness of customer acquisition activities along the measures of cohort size, revenue per customer, survival rate, % of active customers, % of time customers are active, and payment delinquency rates.
 We applied design of experiments (DOE) methodology to plan marketing campaigns as market experiments so that the campaign results obtained can be analyzed to yield valid and reliable guidelines for future campaigns. In DOE, we deliberately changed one or campaign variables in order to observe the effect the changes have on campaign responses.

Senior Vice President / Head of Intelligence

Reporting to the Senior Vice President of Customer Value Management, my primary responsibility is to provide quantitative analysis to optimize: 

•	Acquisition quality
•	Tariff migrations
•	Cross / up-sell
•	Retention & churn management
•	Loyalty management
•	Customer lifecycle management
•	Product profitability

This include leading a team that offers the following analytical services to other departments:

1.	Analytical data management
2.	Pre- and post-campaign analysis
3.	Customer segmentation
4.	Predictive modeling and forecasting
5.	Constraint optimization

Selected Contributions:

 Using the Markov Chains technique, we built a churn trigger model for the prepaid base that is up to 20% more accurate than traditional churn models.
 We developed analytical rules for classifying customers according to their lifecycle stage –activation, growth, stability, decline, etc. – allowing us to more appropriately match campaign offers to the customer’s life stage.
 Develop a churn offer matrix that determines the maximum offer amount we can make to each subscriber based on her ARPU, tenure, churn risk and (for a prepaid subscriber) network expiry status while maintaining an expected campaign ROI of >= 200%.
 Using time series decomposition on our daily reloads, we managed to extract the de-seasonalized reload trend and use it to identify which ATL campaign are driving reloads. As a result, we found that Celcom’s daily reloads trended higher on days when it ran entertainment-related ATL campaigns, provided the featured artistes have a large local following.

Vice President, Customer Analytics

Selected Contributions:

 Using Clustering Analysis on top of 750 demographic and behavioral variables, we segmented both the prepaid and postpaid customer bases; allowing us to design segment-specific initiatives that can deliver over RM200 million in incremental revenue.
 Using the Auto-Regressive Integrated Moving Average (ARIMA) method, we developed forecasts for Celcom's daily retail revenue that raised forecast accuracy to over 95%.
 Using the Association Rules method, we discovered 15 product combinations that, when cross-sold, can potentially add over RM40 million per month to Celcom's retail revenue.

Senior Manager, Customer Insights

OMG Asia

With over 10,000 employees in 8 countries, OMG Asia is the largest integrated retail marketing services company in Asia. From in-store media and in-store demonstrations to precision marketing and data analytics, OMG Asia’s products and services aim to help retailers attract shoppers and marketers to build brand loyalty through precise and effective means.

Reporting to the Chief Technology Officer, my primary responsibilities as Senior Manager in OMG Asia include: (a) managing the scope, time, cost, quality, human resources, communications, risk and procurement for all data analytics projects; (b) advising top management on their data analytics strategy; and (c) client consulting on data analytics.

Selected Contributions:

 Lead the development of a new retail marketing data warehouse and standard reports catalog based on Oracle 11g.
 Lead the implementation of three data mining products – shopper segmentation, dormancy prediction and category acquisition – for TOPS Markets, Danone Dumex, Kao, Coca-Cola, Unilever, Johnson & Johnson, Cadbury, Nestle, Mars, Loreal, Colgate-Palmolive and Beiersdorf.
 Developing new data mining products to be offered in 2010 – namely demand forecasting, queue modeling and revenue risk modeling.

Senior Manager, Data Mining

Biztrak Accounting

Biztrak Business Solutions Sdn Bhd is one of Malaysia’s largest financial accounting & business intelligence software company (now part of Queensland-based, ASX-listed Cape Range Limited).

Reporting to the Managing Director, my primary responsibilities as General Manager in Biztrak include: (a) driving top-line growth through product and service innovation; (b) improving productivity through continuous process improvement and human resource development; and (c) providing pre-sales consultation to clients on data warehousing and data mining.

In my earlier position as Senior Manager of Strategic Planning in Biztrak, I was responsible for: (a) market research and industry analysis; (b) market segmentation, targeting and positioning; and (c) formulating and implementing marketing programs.

Selected Contributions:

2008
	Lead the development of a series of functional analytics solutions for marketing, HR, finance and supply chain management based on Microsoft SQL Server BI.
	Formulated data mining strategies for two regional telcos.

2007
	Lead the acquisition of a leading Malaysian business intelligence software company.
	Lead the development of Biztrak Percepta – a front-end solution to Microsoft SQL Server BI.
	Authored a research paper on performance management.

2006
	Formulated and implemented the company’s transformation strategy.
	Rationalized the company’s product portfolio by eliminating non-performing products (57% of the product portfolio).
	Slashed operating expenses by over 26% without impairing operating capabilities.
	Grew sales by 14% despite adverse industry conditions.
	Grew the value-added reseller network by 58% (from 38 to 60 active channel partners).

General Manager

Karensoft Technology Bhd

Karensoft Technology Bhd was one of Malaysia’s leading ERP software company and was listed on the MESDAQ market of Bursa Malaysia.

Reporting to the Executive Chairman/CEO, my role as Manager for Strategic Planning & Business Consulting in Karensoft includes responsibilities such as: (a) market research and industry analysis; (b) developing and implementing the marketing mix; (c) providing pre-sales consultation to clients on business process improvement.

Selected Contributions:

	Co-formulated a growth strategy that delivered revenue growth of 246% in 2003 (as verified by Deloitte Touche Tohmatsu Asia Pacific’s Technology Fast 500 report).
	Delivered 11 public speaking engagements to both domestic and international audiences.
	Authored research reports distributed at analysts/investors briefings. Each report generated widespread interest in the company leading to positive gains in the company’s share price.
	Authored four solution white papers for distribution to clients.
	Provided business process consulting services to 12 clients from the palm oil, timber, rubber glove, automotive, steel, engineering services and semiconductor industries.

Manager, Strategic Planning & Business Consulting

Chief Data Officer at QSR Brands

To be wise and true and subversive and, most importantly, to forge a connection between people.

Disclaimer: The views, thoughts, and opinions expressed in the author's articles, posts, or documents belong solely to the author, and not necessarily to the author’s employer, organization, committee or other group or individual.

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