● Clarified business problems and project scope for commercial bank clients, conducting gap analyses, transaction data analyses, and data visualizations to uncover performance drivers and support decision-making, delivering insights that optimized product portfolios and improved commercial outcomes. ● Identified high-impact target audiences and emerging market trends for commercial banks, retailers, and a major Taiwanese airline by analyzing consumer behavior data, sentiment data, and user interview insights, enabling more precise marketing resource allocation, more effective promotion design, and stronger customer engagement and acquisition performance. ● Collaborated with cross-country data engineers to design automated data pipelines for monthly customer transaction extraction, improving data accessibility and significantly accelerating analytical efficiency for the Taiwan business team.

● Developed and owned the reporting for PayPal Credit acquisition campaign tests using SQL, Tableau, and Excel, partnering with data science, product, and marketing teams to ensure accurate implementation and improve targeting precision, driving a 13% year-over-year increase in new accounts, and delivered monthly performance readouts and recommendation to cross-functional stakeholders. ● Built data infrastructure and reporting dashboard using Tableau and Google BigQuery to provide real-time visibility into acquisition funnels, product performance, and KPIs, enabling stakeholders across analytic, product, and marketing to make timely, data-driven decisions. ● Designed and executed over 20 A/B tests by defining requirements, coordinating with engineers, product and marketing managers, validating test implementation, and monitoring results, improving PayPal Credit acquisition conversion rates by 2% year over year.

● Build innovation roadmap and P&L forecast to launch new products with cross-functional team across trade marketing, supply chain, R&D, and finance by monitoring market share KPI and managing products portfolio, boosting Unilever deodorants gross profit margin by 0.3%. ● Conducted annual sales volume forecast to improve supply chain efficiency by assessing operational risks such as OOS impact, and implementing actions that improved forecast accuracy, lowering the operation cost of out-of-stock events by 20%. ● Utilized Nielsen Market Share data, and pricing analysis to synthesize insights into strategic narratives that informed leadership decisions on product positioning, margin improvements, and pricing strategy, increasing revenue by 1% year over year. ● Analyzed consumer behavior and demographic data to acquire higher brand preference and enhance advertisement precision by developing annual marketing plan, improving advertising spent efficiency by 5%.