Linus Lee

▪Served as analytics lead in the new CRM Data Ingestion and Dashboard initiative by managing requirements, coordinating with IT and external vendors, and conducting change management workshops and user walkthroughs to ensure seamless transition and high‑quality delivery. Delivered end‑to‑end contextual marketing analysis, driving an 80% reduction in data processing time and a 100% increase in promotion response rate, while enabling continuous monitoring of campaign performance, customer behavior, and channel KPIs ▪Championed automation, MI, and data visualization by designing and developing Power BI dashboards for Cleaning Contracts Performance Monitoring, eliminating over 9,000 monthly paper submissions and enabling real‑time performance tracking and self‑service analytics, and ensuring timely, accurate insights for planning and optimization ▪Exhibited strong project management and agile delivery skills, leading large‑scale analytics initiatives from planning through execution, including new CRM data ingestion, Mobile 3.0 OD Prediction, Google Analytics Mobile Event Data, and ERP dashboard validation. Successfully managed multiple streams under tight timelines, reprioritizing projects in response to evolving business needs and developing interim manual reporting solutions during CRM platform migration to ensure uninterrupted management reporting and informed decision‑making ▪Spearheaded predictive analytics and advanced analytics initiatives such as the Mobile 3.0 OD Prediction project, developing train journey estimation logic that enhanced real‑time user experience and operational efficiency. Applied predictive modelling and segmentation concepts to build behavior‑based use cases, laying the foundation for broader machine learning and supervised/unsupervised techniques on customer and digital footprint data