Hong Kong SAR
Oxford Engineering graduate with over a decade of experience covering a diverse range of technical/data analytics roles, entrepreneurship/commercial roles as well as marketing/growth roles. He has technical skills covering the likes of SQL, R, Python, Tableau, Google Analytics, etc., all backed with experience in agencies covering a broad spectrum of APAC markets and industries. A curious & commercial mindset combined with a detail-oriented & diligent personality has led him to focus on understanding the “why” behind any data he encounters or unravels. He thrives in data rich environments (such as digital/online businesses), but also is comfortable making decision with ambiguous data. He is an ambitious, hardworking and capable all-rounder bringing a fresh perspective to boost management teams with new energy & life.
Founded a digital strategy, marketing & analytics consultancy that helps clients with their efforts in the APAC markets. Strategy: Developed a framework to analyse the online gaming market to help brands enter new markets in APAC and grow profitably. Acted as Japan Country Manager for an online gaming brand to help them understand the region's competitive landscape. Identified market entry risks and opportunities. Developed a clear market entry strategy based on proven marketing channels along with experiments for new and largely untapped channels. Marketing: Acted as Japan Country Manager for an Isle of Man based online gaming brand. Responsible for the entire marketing strategy for the Japan market, responsible for managing a marketing budget of $500k, covering various performance marketing channels including Affiliate Marketing, SEO, Media buying, Programmatic Advertising, Referral Marketing, Influencer Marketing, etc. Wrote the new business plan for a newly acquired affiliate business. Devised the overall strategy (including content, pricing, and distribution & collaboration strategies). Leveraged partnerships with other influencers & affiliates, leveraged multiple social media channels, developed a whole new website, leveraged UGC (user generated content) to help promote client brands and drive higher pricing. Developed new revenue streams via sponsorships to help drive growth in the new business. Business development: Worked on behalf of a European mar-tech company to help sell to APAC based online businesses that needed to optimise the way they ran their CRM operations. M&A Brokerage: Worked on behalf of investors looking to acquire an affiliate business with specialisation in video production. Identified shortlist of potential acquisition targets, managed the whole deal negotiation process (including due diligence & legal reviews).
Scope: Owned the referral marketing channel for 3 different brands in 8 different countries in APAC (Japan, China, India, Australia, Malaysia, Thailand, Indonesia, Vietnam). Responsible for a $20k budget to help grow new customer acquisition via customer referrals. Set up all aspects of the program, working with Customer Support teams, Product tech teams, Commercial teams, etc. to help drive traffic to client sites in the given jursidictions with a customized approach, with a uinquely competitive offer based on the brand and market being targeted.
Scope: Managed the reporting, analytics and data science functions for 3 online gaming brands in 8 different territories in APAC. Tools used: SQL, Tableau, R, Python, Webtrekk (software similar to Google analytics), Agile methodologies Recruited, trained and managed a team of 5 analysts Worked with data science consultants to develop a customer churn prediction model, leveraging over 150 different inputs, using random forest analysis, yielding an accuracy of 80% and a specificity of 76%. Helped define global customer segmentation model framework leveraging 4 key dimensions: PRFM (Product Preference, Recency, Frequency, Monetary value). This global segmentation model had thresholds localised for the APAC region, and leveraged for 80% of marketing campaigns run to retain, reactivate, re-acquire, cross-sell or up-sell customer groups. Developed a model to help clients define the thresholds for a new loyalty program they were looking to implement across 8 different countries using 8 different currencies with 8 different spending habits. The loyalty program leveraged data on previous customer behaviours to help identify where the thresholds were for the key landmarks in the player lifecycle, and hence provide commercially viable rewards to enhance the player's personalised experience. Developed a framework of assessing the performance of the automated onboard and re-activation CRM programs. This involved reviewing the timings of the comms, the engagement of each comms sent, and key metrics for any CRM campaign such as the different conversion rates as part of the funnel (vs the non-program conversions), as well as the value generated from the various different programs.
Moved into management consulting due to the desire to experience new industries, and learn best practices for data management, client management, business development & automation. I was also able to leverage my skills in data analysis, data visualisation to help clients leverage their data to make better decisions faster and save costs. Other projects included: - Was one of six individuals (from a department of 250) chosen to go to Hong Kong (from London) on a project with HSBC to help automate processes which leveraged machine learning tools that could analyse scanned images of client due diligence documents to ensure that all prior due diligence conducted met the appropriate requirements, but also all future due diligence processes could be sped up and would be able to automatically detect issues instantly. - Advised a Spanish retail bank on how to improve the processes they are using to ensure all customer remediation for mis-sold products was executed properly. Following a series of acquisitions which left them exposed to major risks because of how the acquired companies handled previous customers. - Helped a major UK bank automate processes using data to help speed up the process of remediating customers for mis-sold financial products (leveraging VBA to automate the creation of customized letters using calculations from a customized tool) and ensuring that all outputs increased accuracy and speed of output, saving hundreds of thousands of GBP from operational costs (and mistakes). - Developed a tool for an insurance company to optimise their call centre operations by automating the review of all customer calls (rather than a sample), using a combination of voice to text technology, and sentiment analysis to help ensure agents that were reviewed fairly and consistently, but also whether the agents were compliant in the way they communicated key policy information to the clients, saving hundreds of man hours per month from reviews and mistakes.