CRM Lead

• Feb 2022 - Present

Head of CRM, eBusiness

• Jun 2020 - Feb 2022

AVP, Customer Engagement, CRM & Loyalty

• Jul 2016 - May 2020

- Lead a team to manage customer lifecycle and implement effective customer engagement, conversion and retention programs onboard and onshore- Develop and manage the customer relationship and loyalty platform for Dream Cruises- Drive membership acquisition programs to build CRM database and systems for customer analytics and loyalty campaign management- Analyse customer data and provide insight for program enhancement and developing data-based marketing programs and events to build customer loyalty for business returns- Manage partnerships to enrich membership database and drive cruise bookings Show less

Manager, Consumer Insight, Marketing

• Mar 2010 - Jul 2016

- Lead a team to develop and implement overall customer relationship management strategy and policy to manage consumer journey for potential and current customers to increase their tenure, visit intent and per visit spending. - Manage and lead data warehouse, customer relationship management and eMarketing projects from initial planning to the final implementation - Lead big data analytic projects including web analytics, SEM campaign evaluation, customer behavior analysis and clustering segmentation model to provide actionable recommendations to optimize ROI for new products and marketing campaigns. - Consolidate internal and external information to prepare management reports to highlight & explain business trend for strategic planning decision making - Plan and manage CRM campaigns to achieve KPIs including budget approval, offer development, targeting, communication, logistics, fulfillment, response tracking and evaluation. Show less

Manager, Database Marketing & Analytics, Marketing

• Mar 2007 - Mar 2010

- Lead a team to develop advanced business and customer analytics to drive business objectives. - Review, streamline and automate end-to-end sales and marketing process in key customer touch points. - Use customer insights to develop effective marketing campaigns and optimize ROI. - Develop structured test and drive learn discipline to improve program effectiveness. - Drive digitization strategy through the use of analytics - Lead a team to develop advanced business and customer analytics to drive business objectives. - Review, streamline and automate end-to-end sales and marketing process in key customer touch points. - Use customer insights to develop effective marketing campaigns and optimize ROI. - Develop structured test and drive learn discipline to improve program effectiveness. - Drive digitization strategy through the use of analytics

Marketing Manager

• Jun 2006 - Mar 2007

- Plan and manage retention campaigns to reduce churn rate including offer formulation, targeting, channel planning, fulfillment and response tracking. - To conduct budgetary planning and control for loyalty marketing campaigns. - Conduct market and customer research to generate insights for product development and customer satisfaction improvement. - Lead data mining projects to predict churn and up-sell/cross-sell different mobile value added services. - Plan and manage retention campaigns to reduce churn rate including offer formulation, targeting, channel planning, fulfillment and response tracking. - To conduct budgetary planning and control for loyalty marketing campaigns. - Conduct market and customer research to generate insights for product development and customer satisfaction improvement. - Lead data mining projects to predict churn and up-sell/cross-sell different mobile value added services.

Consumer Database Manager, Marketing

• Nov 2004 - Jun 2006

- Lead the development of enterprise data warehouse and campaign management system from scratch. - Manage business intelligence platform to deliver accurate and critical business reports - Carry out data-mining projects to explore business opportunities for marketing campaigns, product development and operation improvement. - Implement acquisition and loyalty database marketing campaign to increase the subscriber base and average spending per user. - Lead the development of enterprise data warehouse and campaign management system from scratch. - Manage business intelligence platform to deliver accurate and critical business reports - Carry out data-mining projects to explore business opportunities for marketing campaigns, product development and operation improvement. - Implement acquisition and loyalty database marketing campaign to increase the subscriber base and average spending per user.

Marketing Planning Manager

• 2001 - 2004

- Work out Annual Operation Plan to manage the marketing cost and revenue target achievement for local voice and data services in commercial market.- Plan and manage marketing campaigns to achieve revenue target.- Carry out market analysis, customer analysis and technology review to formulate pricing and product strategy for local telecom products.

Unit Manager, Business Systems & Channel Planning

• 1999 - 2001

- Manage system development projects to automate sales, marketing and order processes.- Lead task force to develop logistics and manage end-to-end workflow for marketing campaigns.- Setup and review sales commission to drive revenue achievement and net profit optimization- Develop and deliver reports to highlight campaign performance and KPI achievement.

Sales Consultant

• 1996 - 1999

- Perform database marketing activities including market segmentation, customer targeting, channel management, customer behaviour analysis, satisfaction level measurement and sales program evaluation.- Support sales activities including quotation, tender and presentation preparation.- Support the development of sales operation systems to improve sales operation effectiveness.