Functional Skills

Business Analysis
Data Analysis
Customer Relationship Management
Internal Communications
Content Strategy
Regulatory Compliance
Communications
Marketing Analytics
Collateral Development
E-commerce Implementation
Marketing Strategy
SQL Analysis
Sales and Operations Planning (S&OP)
Data Collection / Research
Software Asset Management

Software Skills

Adobe Marketing Cloud
Google Analytics
Google Search Console
Google Tag manager
Jira
Mailchimp
Marketo
Microsoft Excel
Miro
PowerBI
Salesforce
Salesforce Marketing Cloud
SMS
SQL
Adobe XD

Certifications

Google Ads Certification

Sector Experience

Consumer Goods
Media & Entertainment
Social & Public Sector
Technology
Travel & Hospitality

Languages

English

Countries Worked In

SG LK

Notable Clients

UnitedHealth Group

Experience

Bounteous Product Management / Strategy
Marketing Technology Analyst
1/2025 - 8/2025
Owned the feature requirements for end-to-end digital experience optimization using Adobe Journey Optimizer, Adobe Experience Platform, and Salesforce Marketing Cloud, improving targeting precision and regulatory compliance.
Acted as the product liaison between cross-functional business and engineering teams to define, prioritize, and deliver scalable journey enhancements based on customer experience metrics, HIPAA compliance needs, and data availability.
Led requirement-gathering efforts to map and align data attributes during the migration process of over 270 campaigns from a legacy customer data platform and data lake environment to a modern, centralized data ecosystem supporting downstream activation.

Conducted feasibility analysis for journey logic enhancements, documenting campaign specifications for multi-channel touchpoints including email, SMS, and outbound IVR.

Maintained rigorous change control documentation, ensuring compliance with HIPAA and TCPA standards throughout lifecycle updates.

Created screen mockups and requirements documents to guide developers in implementing journey logic and campaign-level configuration changes.

Coordinated with QA and UAT teams to analyze defects and ensure resolution prior to deployment, aligning with regulatory enrollment timelines.
Litmus Tech Solutions Data Science / Analytics
Marketing Analyst / SEO specialist (contract)
2/2024 - 11/2024
Proficient in data-driven marketing strategies: Utilized Salesforce Data Cloud in combination with clickstream data stored in Google BigQuery to perform data quality and volume analysis, deriving behavioral insights that informed advanced customer segmentation strategies. Overall marketing ROI and lead generation increased by over 35% and reduced drop off rate by 20% with optimized targeting strategies for personlization.
Website Migration & System Integration : Analyzed and validated tracking/data integrity during the migration from legacy website to new domain, ensuring accurate performance measurement and stakeholder access through coordinated SharePoint and ServiceNow workflows.

Tagging Strategy & Data Accuracy : Developed tagging requirements and validated GTM implementation to ensure accurate capture of key user interactions, increasing the reliability of performance metrics by 30%.

A/B Testing & Adobe Target Migration: Led the transition of testing frameworks into Adobe Experience Platform and Adobe Target, integrating GTM + GA4 tracking to ensure event consistency. Defined measurement plans and analyzed A/B test results, improving personalization accuracy and driving a 15% lift in optimization outcomes.

Budget Management & Bid Strategy : Provided data-driven insights to inform automated bidding strategy adjustments in Google Ads, contributing to a 40% improvement in Target ROAS.

LinkedIn Ads (B2B) Strategy : Analyzed LinkedIn Ads performance data across Sponsored
Ministry of Crab (Asia's 50 Best Restaurants) Product Management / Strategy
Senior Manager, PR and Marketing Communication
4/2023 - 12/2023
As a Senior Marketing Manager, I played a pivotal role in driving strategic business growth and enhancing digital performance. I authored a business proposal backed by data using Google Analytics to secure a tender for a new franchise location in Dempsey, Singapore, expanding the company's footprint by 20%. I led a website redesign and redevelopment project, focusing on content reorganization and SEO optimization using tools like SEMRush and Ahrefs, resulting in a 40% increase in organic traffic and improved user experience. Additionally, I successfully pitched and secured restaurant placement in the internationally acclaimed documentary series "Once Upon a Bite" (with viewership exceeding 1 billion per season), increasing the brand's visibility on a global scale.
Daily Financial Times, LMD & The Morning - (Freelance) Marketing
Guest Columnist and PR Specialist
4/2021 - 12/2022
Published newspaper articles through major newspaper publications online to provide backlinks to SMEs, increasing user engagement on social media platforms and websites, increasing ROI by 30%. Utilized CRM platforms like HubSpot, Salesforce, Adobe Marketo, Mailchimp, and Getresponse for B2B and B2C marketing to send targeted email campaigns, increasing email click-through rates and deliverability by 40%.
IREX Marketing
Communications Specialist
10/2020 - 2/2021
In my role, I focused on content optimization and audience growth for social media channels. I led video production for weekly newscasts covering current news, which resulted in a 50% increase in daily engagement. By applying SEO best practices, I improved content reach and visibility. Using Google Analytics, I monitored and analyzed performance data, achieving a 50% biweekly growth in followers, engagement, and lead generation. Based on this analysis, I developed strategic action plans to enhance content performance. Additionally, I identified opportunities to improve SEO metrics through backlink and competitive analysis using SEMrush.
World Vision Media & Communications
Media Coordinator
10/2018 - 10/2020
As a Media Coordinator, I developed and executed comprehensive media plans for campaigns like “It Takes a Nation,” optimizing performance using Google Analytics and Hootsuite to effectively reach target audiences. I coordinated with World Vision locations to align messaging, identify storytelling opportunities, and integrate them into the global editorial calendar. Managing social media platforms, I created engaging content and implemented data-driven strategies with tools like Google Analytics and Meta insights to improve client relations and decision-making. Additionally, I published over 5 articles per month and provided backlinks to increase brand visibility. I ensured the accuracy and consistency of communication materials, including annual reports, donor reports, press releases, and internal documents, through thorough proofreading and editing.
The Capital Maharaja Organization Ltd Media & Communications
English News Reporter / News Anchor
4/2013 - 4/2018
As a news reporter and lead anchor at The Capital Maharaja Organization Ltd, I delivered timely, accurate, and engaging news coverage across various platforms to inform and captivate audiences. In my role as a news reporter, I researched, investigated, and reported on current events, ensuring factual accuracy and relevance. I conducted interviews, covered live events, and delivered compelling news stories that resonated with viewers. As a lead anchor, I hosted a TV show that engaged a broad audience through insightful discussions and dynamic presentation. My dedication as a host/producer on this show earned me the Best Presenter Award in 2016. I collaborated with production teams to develop news segments, ensuring seamless broadcasts and high audience engagement. This role honed my skills in public speaking, editorial judgment, and audience engagement while maintaining high standards of accuracy, clarity, and credibility.