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I am passionate about marrying consumer behavior and digital technology to create meaningful innovation and experience for companies and customers. With 9 years of experience in market research & digital strategy consulting spanning over 15 countries in APAC regions, I am equipped with quantitative / qualitative market research skill and digital marketing (DRM, GDN, SEO/SEM, Web analytics, etc.) to help organization delivery best-in-class brand and customer experience strategy.

Work experience

Aug 2015Present

Senior Manager - Regional Head of Brand Insights & Management 

Lazada Southeast Asia 
  • Lead quantitative and qualitative brand research. Leverage internal data and external research to extract insights for the brand, and take the regional lead in the consumer perspective to marketing decision-making around brand strategy, positioning, consumer communication, targeting and innovation.
  • Track brand performance by measuring and monitoring metrics including branded traffic, awareness, impression, perception and buzz.
  • Partner with CMOs in 6 markets (ID, MY, SG, PH, TH, VN) and other regional leads of multiple Performance Marketing channels, SocialMedia to consult on local brand strategy to increase brand awareness, relevant differentiation, value and emotional connection, based on consumer insights.
  • Define clear and relevant KPIs for brand campaigns. Evaluate campaign's effectiveness and lesson-learned across functions and markets.
  • Be editor in chief of Lazada internal monthly Branding Insights Newsletter to educate regional and local senior Marketing stakeholders  on latest development of eCommerce, Branding & Consumer Insights.
Feb 2014Present

Digital Engagement Manager

9 Yards Innovation
  • Partner with Board of Director to create and execute digital  marketing strategies via content marketing, social media marketing, SEO / SEM
  • Build monitoring tools, KPIs and measure effectiveness of digital marketing campaigns via Google Analytics tool, Google WebMaster tool, Keyword Planner and Trend tool
Jun 2011Jul 2015

Management Consultant 

Deloitte Consulting SEA
  • Digital Strategy
    • Developed Digital Channel strategy based on defined target customer segments/personae; translated strategy towards Digital infrastructure requirements by analyzing client digital maturity and change readiness, developed and delivered Digital roadmap
  • Strategy & Operation:
    • Target screening and investigation for investment decision – Vietnam, Singapore, Malaysia: Conducted desk research and primary qualitative / quantitative research on FMCG market of target and competitors’ Operation, Distribution and Sales to define and evaluate Sales and Route to Market strategy, size of prize and ultimately the profitability of the potential investment
    • Sales and Distribution Management for FMCG industry - SEA: designed, planned, conducted desk research and qualitative expert interview on supply chain development situation in SEA markets to help clients understand development stage and current Route to Market structure
  • Industry Coverage: Consumer Business (Consumer Product and Service, Retail, Wholesale & Distribution) | Energy (Mining) | Technology | Financial service (Bank, Insurance, and Bancassurance) | Media and Telecom
Mar 2010Jun 2011

Senior Client Solution Executive

Nielsen Singapore | Market Research
  • Experienced in Customer Research, multi-country tracking & ad-hoc studies, U&A, Concept Test, Customer Satisfaction (eQTM), Brand Equity Tracker, Shopper, Mystery Shopper
  • Contributed to team’s sales revenue of US$1.7 million during the second half of year 2010
Jan 2008Mar 2010

Research Executive

TNS / Research International Singapore | Market Research
  • Experienced in: Custom Studies, U&A, H&A, Segmentation, Customer Satisfaction, Concept Test Evaluation, Brand Equity Tracker (multi-country project with 20 nations worldwide)
  • Led a multi-country project for an leading global courier service provider worth over US$1million covering 26 countries worldwide
  • Received excellent feedback from leading FMCG client for the US$125,000 research study on consumer habit and attitudes across Vietnam that provides valuable and practical insights to map long term marketing strategies for brand team


Volunteer Activities 

  • AFA (Actions for Aids) Singapore: copy writer / editor / translator for communication materials (2014)
  • Green Summer Campaign- Ho Chi Minh City - Vietnam: Worked with Youth Council to organize and execute donation drive  & organized charity events for under-privileged residents and other Poverty Alleviation activities (2003)