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Chief Product Officer

iPrice Group Sdn Bhd

iPrice is South East Asia's largest E-commerce aggregator with a vision to become the online shopping companion for shoppers in the region. To become a meaningful online companion, one of the biggest problems we had to solve was to help shoppers understand the best time and price to purchase a product, and i was responsible to solve this problem.

VP of Product

SEEK

Delivering Products For 50 Million MAUs

Improved Online Revenue Contribution From 24% to 40%
Increased Hirer LTV by 36% YoY in FY 19
Increased Our Relative Market Share (Candidates) Against Major Competitor By 21% 
Increased SME Hirer Avg Order Value by 29% YoY 
Increased Mobile App Conversion Rates By More Than 30% in Hong Kong
Increased Our SEO Visits Share Against Major Competitor To 3.2x

In this role, I am responsible to create scalable products & platform for hirers. Reporting to the Chief Product Officer and a dotted line to the CTO, I oversee 2 teams consisting of engineers, analysts, product managers and UX specialists across Kuala Lumpur, Hong Kong & Shenzhen. Overseeing these teams, I am responsible to set the business requirements and Objectives and Key Results (OKR). I am responsible for the Company’s online revenue growth – in FY19, the contribution of online revenue (To total revenue) grew from 24% to 40%.

Strategy & Planning - Being the market leaders, we need to consistently evolve our strategy to be able to defend the market leader position. My role requires me to partner with the Chief Strategy Officer and the strategy team and help them come up with a realistic strategy-to-market deployment. 

Acquisition – In extension to the 2 core-product teams, I work with multiple teams to design strategies for hirer acquisition using different channels such as SEO, SEM, Social Media etc

Wholistic U-Ex - One of the key requirements of my role is to be able to understand the problems my customers are facing and solve them through better UI and improved processes. I partner with the sales and customer care teams to help interpret the customers’ feedback and experience and create customer-centric solutions. 

Re-Activation – My teams manage all re-enaganegment strategies including content and channel. My teams are also responsible for CRM, Marketing Automation & other Martech tools.

Head of Product

Delivering Products for 50 Million MAUs
 
Acquisition - New user acquisition through multiple channels was one of my key responsibilities including SEO, SEM, Direct and Social. Knowing that aggregators were becoming stronger in this space who depend heavily on search (paid and organic), my job was to ensure that we develop and execute an SEO & SEM strategy which improves our visibility in the search space and maximize our real estate on SERPs.

Engagement - One of my key responsibilities was to ensure that we are making it really easy for our candidates to find jobs and apply to them. The Top level metric for this was our conversion rate to applications. My job was to ensure that our design suits the different needs of candidates who come to our site and improve our visits to applications conversion

Re-engagement - By nature, Job search is not a one day process. On average candidates spend 3-6 months looking for a job and they are usually the most active during this period. As part of my responsibilities, I developed a comprehensive re-engagement strategy based on channel innovation and content diversification which increased our “avg sessions per user month” quite significantly. 

Search Experience - Working closely with our AI teams, I managed to build algorithms which would help us show very relevant jobs to our candidates and improve their job search experience.

Mobile Apps – I am responsible to develop and deliver comprehensive and intuitive mobile app experience to acquire and retain users. By releasing new apps for Seek Asia, I managed to improve the total conversions, on mobile apps, by more than 30% YoY. The new JobsDB mobile has consistently been ranked as the top 5 business apps in Hong Kong. 

Stakeholder Management - Being a highly product-led organization, I lead the product engagement across multiple stakeholders and management team to onboard them with our product plans and deployments.

Head Of Product - B2C

Reporting to the Chief Marketing Office, I was responsible to plan and execute all digital operations across 7 countries (Malaysia, Singapore, Indonesia, Philippines, Vietnam, Hong Kong & Thailand). I oversee 2 direct reports with the following responsibilities:

Digital Strategy: Work closely with the strategy team to establish the first digital strategy for SEEK Asia. I drove the digital strategy-to-deployment initiatives. I also work on analyzing future trends and conduct competitor analysis and providing annual KPIs to country marketing leaders and on-board them on the digital transformation.

Product Management & Rollout: Work closely with the product teams to help build the product roadmap based on consumer sentiment and expectations. I acted as a lobbyist for consumers during product planning and deployment.

SEO:  I pioneer, deploy & manage the organic search strategy. I analyzed competitor rankings and conducted detailed forensic studies to figure out the reasons which influence our organic rankings followed by a detailed execution plan.  I work on analyzing our link profile in relevance to our competitors and ensuring regular enhancement of the tools.

CRM & Database: I work with the technology teams to enhance our CRM and integrated that with our messaging system to improve deliverability and visibility across different channels. I played a pivotal role in a “behavioral data collection” project to improve customer segmentation where I built various candidate architypes helping us understand their behaviors better and communicate more effectively with them.

U-Ex - Work very closely with product design teams to define user journeys and optimization points. Completely responsible for conversion optimization across different Web and mobile apps. Conduct researches to understand underlying causes in consumer behavior shifts. Very well versed with A/B testing tools like Optimizely and heat map tools like Hotjar and Crazyegg.

Regional Digital Lead

eVenture Ltd. (www.hide.me)

Customer Acquisition - One of my major responsibilities is to ensure a constant flow of new customers for the business and it includes all the channels such as SEO, SEM, Affiliates, Partnerships, Programmatic advertising, ASO, Mobile App Acquisition just to name a few

Product Development - A big part of my role is to understand user value & offer an exceptional experience to our customers. This core function requires me to think about different products/features which would enhance the experience of our users & work with our engineering teams to bring the product to life. Prioritization, based on user value maximization, of new products and features is one of the most important parts of my job. 

CRM & LTV Enhancement - Being a subscription business, it is critical for us to maximize our customers’ Lifetime Value (LTV). It has three major parts, the first one being around a very granular segmentation, the second one is around designing an omni-channel comms plan (Triggered emails, push notification, in-app notifications etc) and the third one is around creating real user value. The measure of success for this domain is the retention rate of our customers. 

Ui/UX - hide.me being a purely digital business, relies heavily on design thinking ensuring that our product is the easiest to use & we make our users’ experiences as intuitive as possible. The remit of this work is quite diverse as we have to cater to a very diverse set of user base ranging from new customers who interact with us through our website/app stores to existing customers who rely on us to ensure their online privacy. The key measure of success for our UI/UX work revolves around conversion metrics

Strategy - One of the most exciting part of my job is to define a strategic vision for  the product and try to analyze where we want to be in the short, medium and long term. Competitor analysis, industry analysis, SWOT analysis, Objective setting are just a few things which i look into as part of my role.

Head Of Product & Acquisition

easyuni.com

ACHIEVEMENTS
Improved conversion rate by more than 300%
Increased lead generation by more than 600%
Increased traffic by 277% in a short period of 6 months
Increased organic traffic by 488%
Reduced Cost/lead by more than 200%
Created Content Partnerships with global publications including Yahoo! (managed content for Yahoo’s education channel my.news.yahoo.com/education)
Increased user engagement by more than 50%

SEM & Display Advertising- Was responsible for paid search engine marketing and display advertising to ensure that our brand was always available in front of students who are looking for universities. 

SEO - Was responsible to ensure the brands presence in the organic search space across all the different markets. Gave directions to our developers to improve site performance and optimize URL structures while i worked very closely with bloggers and news site to build our domain authority. 

CRM - Considering that university search is usually not a one day process and students spend almost 3-5 months looking for the right university. I was responsible to build and execute our re-engagement strategy so we are relevant to our students throughout their university search process.

Digital PR - I worked very closely with bloggers, Vloggers and main stream digital media to put our story out there by being as creative as we possibly could be. 

B2B Digital Marketing -  Along with student marketing, I was also responsible for university marketing so we could generate a healthy pipeline of leads for our sales teams. 

Product Management - Define a roadmap for developers on how our product should be like and help them prfioritize which new features to be rolled out and estimate the kind of impact it would have. 
 
Design & U-Ex - I was supposed to ensure that our students and universities get delivered what they expect us to deliver as conveniently as possible using modern design practices making their journeys delightful.

Head Of Digital Marketing & Communications

Wavetec

Achievements 
Increased traffic on the website by 100% through extensive Search Engine Marketing
Increased Lead Generation by 100%
Launched Wavetec in 28 New Countries
Developed the launch strategy for Wavetec's Display business in Europe & Latin America.
Built the marketing department and grew it into a Global Marketing Unit catering 56 countries.

Digital Transformation - I was mainly responsible for transforming the business side of the company from all aspects. I put in place completely new digital programs for user acquisition and transformed the entire user journey from discovery to a closed sale. 

Marketing Automation - Put in place various tools to automate 70% of the processes to re-engage our users & built a conversion funnel to nurture the leads making it easier for the sales teams to close deals. Based on their position in the funnel, i created automated email campaigns to re-engage the users & push them down the conversion funnel.

CRM - Evaluated multiple CRM options and deployed Salesforce to streamline the entire lead process and segment the customers in a highly intuitive manner to respond to our users better.

Digital Assets - Developed a new website for the company repositioning it across the globe. I did a very intensive user journey mapping and designed the new website to address each of the phases of the user journey. Eventually our website became the major source of leads for the sales funnel and it contributed to 90% of the sales of the business. 

SEO & SEM - We made sure that we optimize the website for all search engines & ensure that we are found when customers are searching for companies like us. I successfully increased the website organic search traffic by 100%. to cater to keywords and markets where we were not ranking well organically, i implemented a paid search strategy which brought in the most qualified leads. 

Digital Analytics - Setup automated reporting/dashboards and data analysis using google analytics.

Head Of Digital Marketing

Haier

The role required a thorough understanding of Marketing and branding concepts. understanding consumer insights and developing communications in response was an integral part of my job.

•Managing Product Roadmaps/Lifecycle, pricing and launch processes
•Market Research & Analysis
•Enhance Product portfolio in Channel Sales.
•Competitor pricing and   product     review/benchmarking/comparison
•Taking weekly & Monthly Reports
•Aid Sales team for effective Sellout through Differential Marketing Campaigns.
•Effective In-Store Communication in all Channel Sales
•Support Increase Top of the mind, Aided & Unaided Awareness of the brand
•Regular coordination with Retail channels.
•Analyze Consumer Insight
•Managing retail stores on sell in and sell through programmes
•Responsible for Marketing budgets
•Support in conducting regular CRM activities with Key partners, retailers and Dealers.

Assistant Marketing Manager

Ketchum

Ketchum ranks among the largest and most geographically diverse public relations agencies in the world and is the leading public relations agency in Europe after combining operations in 2009 with Pleon -- Europe's largest strategic communications consultancy -- in one of the largest-ever mergers in the public relations industry. The agency now operates in more than 65 countries through over 100 offices and affiliates.

Clients: ICI, P&G, Nestle, Emirates Airlines, Toyota, Barclays, Microsoft, Pepsi & Dubai Islamic Bank.

Major Projects

Toyota : Made an online and offline communications strategy for Toyota before the budget was announced. It was expected that the government would announce policies which would not be in favor of the local manufacturers. With the help of this campaign TOYOTA was able to influence the government and its policy makers which resulted in policies in favor of the local assemblers.

P&G : complete consultation on Head & Shoulders digital communications strategy. Identified high value bloggers who wrote about cosmetics and hair care were taken on board and were made the ambassadors for the brand. We were able to reach 124000 consumers in a span of 6 days through 8 bloggers.

Communication Consultant

I have more than 10 years of Digital Product Management , Digital Strategy & Digital Marketing experience. I have built tech start-ups from scratch and i have also worked for massive global internet giants with more than 10,000 employees. Currently Leading a team of more than 45 Product Managers, Product Analysts, Engineers, Data Scientists, U-Ex Design Specialists, UI Designers, Digital Marketing Specialists, Agile Delivery Leads and Security Analysts.

My key areas of expertise are

AI, Machine Learning & Predictive Data Modelling : I have worked on different AI based algorithms to personalise content at massive scales (more than 45 million MAUs). I have also worked on predictive models to automate omni-channel communications at large scales (45 million MAUs).

Product Development : At easyuni.com & hide.me specifically, I have actively advocated for user interest while deciding the future course of actions for our products & features.
 
SEO : I have years of experience in strengthening organic traffic for wavetec, easyuni.com & hide.me including on-page & offpage optimization using enterprise SEO tools such as Searchmetrics, Monitor Backlinks, buzzstream etc. 
 
U-Ex : Analyzing user behavior and taking necessary measures has been detrimental to my success allowing me to offer an unmatched experience to my users.

Conversion Rate Optimization: I possess an exceptional command over tools such as optimizely, crazyegg, google experiments etc, which allow me to exactly pinpoint the leakages in our user journey.

Mobile Marketing: I have experience in mainstream distribution channels such as Google & Facebook as well as smaller mobile advertising networks such as mobilecore, appcloud etc.

Digital Advertising: I have more than 6 years of experience in GDN, Search Advertising, Facebook & Twitter advertising along with hands on experience on medium size platforms like exoclick & propellerads.

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