Bell Kiang

• Designed and implemented Gold Layer Schema for effective data organization and accessibility. • Led AI-Augmented Analytics initiatives to enhance data delivery and automation processes. • Managed the analytics portfolio to ensure timely and quality delivery of insights. • Established a robust Data Operating Model focused on maintaining data quality and consistency.

Business Analysis & Campaign Strategy • Conducted in-depth analysis to generate powerful insights using analytical models and storytelling approach • Identified triggers in customer journeys that could lead to the development of loyalty and increase revenues, led to the increase in fiat deposits and repeated transactions in the bear market 2022 • Built customer segmentation based on the demographics and trading behaviours (including purchase timing, payment method, currency, etc.) • Worked closely with business team and designed A/B testing plan Dashboard Development • Designed the strategic metrics to monitor business performance, identified trends and opportunities • Streamlined the report structure by implementing the Customer Life Cycle Model (Onboarding, Activation, Retention & Reactivation) • Revamped the reporting workflow, saved manpower by report automation

Data Preparation • Combined meaningful data from multiple sources, ETL (Extract, Transform & Load) into a centralised data warehouse • Monitored data hygiene and integrity and identified opportunities to improve data quality Business Analysis • Developed and automated reports using SQL and Tableau • Analysed customer data to identify valuable trends and insights on behaviours and preferences • Designed attribution models to evaluate the effectiveness for different communication channels (Email, SMS, Push, etc.) Consulting • Provided data-driven suggestions and actionable insights for clients to optimise business strategy for both online and physical store performance Cross-team Collaboration • Worked with the Project Management team to perform UAT for new systems • Worked with the Development team to drive marketing technology changes (WhatsApp Business API) Leadership • Led and managed + 10 brands with 1 direct report (Assistant Data Analyst) • Managed the timeline and allocated tasks to team members

-Assisted in the launch of Marriot Bonvoy, a loyalty programme of 30 leading hotel brands in 130 countries and territories

-Conducted data analysis and reporting of marketing campaigns -Assisted with simulation for marketing automation programme -Prepared dashboards for internal project performance monitoring -Performed marketing list generation

-Worked with an international team to deliver world-class service to restaurant guests