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Work Background
CelcomDigi Bhd (formerly Celcom Axiata)Solution Architect - End to End demand management for Consumer Business
Nov. 2022Kuala Lumpur, Malaysia• Leading the designing and solutioning for various projects, enhancements, new requirements and change requestsfor Consumer Business to help them achieve faster GTM capabilities and driving incremental revenue and customer base.
• Understanding and validating the requirement from business teams and mapping it to the technical stack with detailed Impact Analysis across the IT infrastructure.
• Leading solutioning and briefing discussions with various stakeholders and platform owners to align on the solutioning strategy and synchronised development to minimise the impact to BAU.
• Actively involved in planning discussions with IT-Finance and Business teams to align their requirements to the estimated overall budget/cost and timelines.
• Establishing strict QA testing processes to ensure zero errors in CR delivery before deployment.
Celcom Axiata BerhadCampaign Development & Operations lead
Jun. 2013 - Nov. 2022Kuala Lumpur, Malaysia• Workflow Mapping: Translating marketing briefs into technical requirements, defining audience segmentations, and mapping customer journeys.
• Deployment Management: Overseeing the building, testing, scheduling, and deployment of omni-channel campaigns (Email, SMS, Push Notifications, In-App, and Online Store).
• Quality Assurance (QA): Establishing strict QA processes to ensure zero errors in offer provisioning and audience targeting before deployment.
• Platform Ownership: Serving as the primary administrator or super-user for marketing automation platforms - IBM Unica and Pelatro mViva.
• Data Integration: Partnering with data and IT teams to ensure customer data flows seamlessly into the MarTech stack for real-time personalization.
• Process Optimization: Creating reusable campaign templates, standardized naming conventions, and automated workflows to scale operations efficiently.
• Performance Tracking: Collaborating with marketing analysts to build dashboards that track critical KPIs (e.g., open rates, CTR, conversion rates, ROI, and cost-per-acquisition).
• Post-Mortem Insights: Translating campaign data into actionable insights and presenting recommendations to stakeholders for future campaign iterations.
• Stakeholder Alignment: Acting as the bridge between creative teams, strategic marketing managers, data scientists, and product teams.
• Resource & Timeline Management: Managing the campaign calendar, balancing team bandwidth, and troubleshooting bottlenecks to ensure projects are delivered on time.
• Team Upskilling: Mentoring and training junior campaign operations specialists or execution coordinators on platform best practices.
Xerago Analytical SolutionsSr. Unica Campaign Consultant
Jan. 2009 - May. 2013Mumbai, India• Collaborating with clients to review Unica implementation and Campaign Logic Maps and translate business rules into technical execution plans.
• Designing and implementing and testing complex multi-wave, multi-channel campaigns using IBM Unica suite and creating business process flows as per client’s requirements.
• Managing the day to day operations of campaign management and reporting platforms and responsible for maintaining capacity enhancements and platform upgrades.
• Providing consultancy to clients in "best practices" in campaign development to optimize efficiency and quality of deliverables; implement and support automation for triggered campaigns.
• Leading campaign and program requirement discussions with various stakeholders to gain added insights on the customer data needed to drive strategies, such as understanding of offer responsiveness, content relevancy and communications channel engagement.
WNS Global ServicesCampaign Analyst
Dec. 2007 - Jan. 2009Mumbai, India• Working for the leading Loyalty Management Group in UK and helping them to roll out different types Campaigns for their various sponsers using Unica Affinium tool and SQL.
• Analyzing the campaign responses and generating reports to the clients detailing about the campaign performance.
• Quality checking and approving the Campaign data before providing itto the contact channels.
• Interacting with onshore clients on a daily basis for strategic discussions and process improvements.
• Training the new candidates on Affinium Campaign and guide them up to the curve.
Additional Responsibilities:
• SME for Affinium Campaign in Offshore team.
• Training the colleagues on Affinium functionality.
• Explore and document the techniques to create and optimize the flowcharts in Affinium Campaign.
HDFC Bank LtdAssistant Manager – Campaign Operations
Jul. 2006 - Dec. 2007Mumbai, India• Working with Campaign operations team, which is involved in applying statistical tools and techniques for strategic marketing of various retail products of the Bank.
• Using ‘Affinium Campaign’(Unica’s Data mining and strategic marketing tool) &SQL for Data Pulling, Response, cross-sale for Asset, Liabilities and other Third Party Products.
• Quality Check of the Database before Rollout.
• Monitoring the responses and the leads.
• Analyzing the past Campaign Responsesfor ensuring better leadsfrom future campaigns.
• Participating in strategic discussions with senior management to launch new event based campaigns, etc.
Additional Responsibilities:
• Coordinating with Branch managers Pan India for branch level campaign rollouts.
• Training and mentoring the new joinee’sin the team.
• Coordinating with IT and the outside vendorsforsolving variousissues.
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