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Work Background
Carousell GroupManager, Data & Analytics
Apr. 2024 - Dec. 2024
Carousell GroupAssociate Manager, Data & Analytics
Apr. 2023 - Apr. 2024Singapore
Carousell GroupSenior Product Data Analyst
Jun. 2022 - Mar. 2023Singapore
Self-employedData Analyst
Mar. 2022 - Dec. 2024SingaporeProviding Data & Analytics services across different functions including Product, Marketing, Operations and Customer Support. Open to learn from folks from all types of industries!
HipcampSenior Product Analyst
Sep. 2020 - Dec. 2021San Francisco Bay Area
HipcampProduct Analyst
Apr. 2019 - Sep. 2020
ThistleGrowth Marketing Analyst
Jan. 2018 - Apr. 2019San Francisco Bay AreaHighlights: - Collaborated with the product and culinary team in developing new product offerings by supplying extensive quantitative and qualitative insights on cancellation reasons and food feedback, leading to ~30% decrease in weekly churn rate. - Built retention data pipeline in python and uncovered additional insights that drove the development of Skip a Delivery feature, leading to 3-4% increase in retention rates. - Led and developed the groundwork for customer churn risk prediction using logistic regression-based model, implemented in python. - Empowered the fulfillment and customer success team to streamline the delivery expansion process by mapping out customer density on Tableau, resulting in 5% user growth over 3 months without increasing delivery costs. - Built actionable reports and key performance dashboards for teams across the organization, including growth marketing/product, culinary, customer success, finance and fulfillment team, while working closely with the engineering team in maintaining data accuracy.
Parsa CollectiveGrowth - Acquisition Marketing Consultant
Oct. 2017 - Dec. 2017San Francisco Bay AreaScaled Facebook and Pinterest channels for an e-commerce client, acheiving 200% growth in monthly revenue ($20,000 to $60,000) at a ROI of 300%
TrumakerPerformance Marketing Lead
Oct. 2016 - Oct. 2017San Francisco Bay AreaRoles Performed
- Marketing/Data Analyst - Growth
- Email Program Manager - Marketing Coordinator (external vendors) Highlights - Increased CAC:LTV ratio from 1:2.5 to 1:8 per customer by optimizing on Cost Per Lead ($45 to $20) from paid ads.
- Built and automated marketing performance dashboards, saving up to $48,000 worth of man-hours/year on updating marketing statistics.
- Improved qualification rate by 5% through the introduction of Welcome Series email drip campaign, contributing to 3% ($25,000) increase in monthly revenue. - Led cross-functional 3-member team to develop and implement Facebook Dynamic Product Ads, contributing to 14% ($15,000) increase in monthly repeat orders. - Improved sign-up conversion rate by 60% by employing landing page optimization tactics. Skills used
- Python
- SQL - Advanced Excel
- Photoshop
- Project Management
- Copywriting Software Used
- Facebook, Google Adwords, Bing Ads, Taboola, Outbrain and multiple external vendors
- Marketo (email execution)
- Google Analytics
- Looker - Google tag manager (pixel implementation)
- Optimizely
- Unbounce (landing page testing)
- Spyfu
- Hotjar
Dot & BoCustomer Acquisition Marketing Analyst > Acquisition Lead
Jan. 2016 - Sep. 2016San Francisco Bay AreaResponsibilities
- Data analyst for the marketing team while supporting adhoc data analysis requests from other departments
- In-charged of running Dynamic Product Ads, Static Remarketing and Prospecting Campaigns on Facebook
- Built marketing dashboards using Python and Visual Basic. Analyzed demographic data and generated customer lists for Facebook Custom Audience creation using SQL. Implemented site pixel tracking using Javascript.
- Performed reporting and analysis on all paid channels, evaluating KPIs including cost per lead, click through rate, ROI using different attribution systems and conversion rates.
- Collaborated with Merchandising and Design Team to perform A/B tests on creatives and copies with a goal to drive higher ROI on paid advertising campaigns. Also worked directly with Engineering to trouble shoot or improve features on in-house marketing tool and product feed (for retargeting and google shopping). Highlights - Led 2-member acquisition team and improved month zero payback between Aug and Sept from 70% to 76% by optimizing on $800K monthly budget across all paid channels.
- Improved Facebook remarketing efficiency from 300% monthly payback to 550% through customer segmentation, resulting in 30% ($80K) increase in repeat sales.
- Led the implementation of Nanigans, a programmatic bidding software and improved Facebook prospecting performance from 70% to 80% monthly payback by optimizing target audience.
- Developed audience creation feature on in-house marketing tool via Facebook API. Skills used
- Data analytics
- Microsoft Office
- Understanding of data structures and building pipelines
- Analytics platforms using Google Analytics & Woopra
- Python, SQL
- Managing and optimizing paid channels such as Facebook, Pinterest and Google Display/Search/Shopping
- Strategy planning for ad campaigns - Forecasting using advanced techniques on Excel
- Visual Basic for building dashboards
Kefi Labs LLC (Bellow App)Marketing and Operations
Jun. 2015 - Dec. 2015Greater Seattle AreaResponsibilities
- Strategized and implemented marketing campaigns
- Tracked and analyzed user behavior through Parse and Flurry analytics and developed solutions to improve user engagement
- Maintained daily operations such as responding to customer feedback and inquiries, social media upkeep, and content management Highlights
- Achieved 90% user growth in 2 months via social media outreach on Facebook and Instagram.
- Employed web-scraping using python and improved efficiency in data collection
- Developed python script that sends personalized email messages using SendGrid's API library.
- Automated email tasks to customers and user reports
Rachna Satrei OrganizationFundraising and Operations
Jul. 2014 - Sep. 2014Siem Reap, CambodiaThis was a voluntary work where I was in charged of streamlining some of the business operations to improve work efficiency. One such operation was the recording and reporting of finances for a savings group project, which is a community-based effort program that provides financial aid to the most needy families within the village community. I also created a full grant proposal for a project (Project Inspire) that aims to house and provide vocational training for rural unemployed Cambodian women so that they will be well-equipped to join the workforce. Through the proposal, the organization managed to secure a partnership with the Siem Reap Small Grants Programme.
Singapore Armed ForcesRank: 1st Lieutenant
Jun. 2009 - May. 2011Singapore
DSO National LaboratoriesResearch and Laboratory Intern
Jan. 2008 - Jun. 2008SingaporeCo-authored a published article – “Applications of Microarrays in pathogen detection and Biodefence”
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