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Work Experience
Senior Business Analyst, Coupang Nov 2023 - Current Taipei, Taiwan
• Conduct in-depth analyses and collaborate closely with Growth Marketing, CRM, and Onsite Merchandising teams to optimize new user acquisition and retention strategies, leading to a 3x increase in ads ROAS and a 2x boost in onsite banner CTR.
• Develop and deploy data-driven experimentation frameworks, leveraging A/B testing, statistical models, customer segmentation, attribution models, and product feed optimization to drive business growth.
• Design and automate 100+ ETL pipelines and Airflow workflows using SQL, resulting in an 80% reduction in manual operations and ensuring fast, accurate, and scalable data delivery to support analytics and decision-making.
• Build and maintain 20+ interactive Tableau & Spreadsheet dashboards, focusing on data visualization and simplifying data understanding, which enables the team to quickly uncover insights and optimize business decisions.
Accosiate Category Manager, B2C Business, Shopee Apr 2020 - Sep 2022 Taipei, Taiwan
Senior Business Analyst, B2C Business, Shopee Aug 2018 - Apr 2020 Taipei, Taiwan
• Held full responsibility for managing Shopee's electronics shop in the B2C commercial department, overseeing all aspects of the business to ensure profitability.
• Successfully led a team of two members and implemented commercial tasks, resulting in increased efficiency and productivity.
• Monitored daily business performance and utilized data-driven insights to make informed business decisions, identify trends and growth opportunities, and translate complex data into actionable insights.
• Managed a dashboard to monitor daily business performance, utilizing data visualization techniques to
effectively communicate key metrics and insights to upper managers and stakeholders. This allowed them easy access to key metrics and insights to inform decision-making.
• Conducted and managed marketing research, campaigns, exposure placement, budget allocation, shipping
policies, discount settings, and overall profit and loss reporting for the shop, resulting in more than 300% year-over-
year revenue growth in 2022.
• Collaborated closely with cross-functional teams to drive business growth through marketing campaigns and initiatives and supported business decisions through effective communication.
Product Manager of Zenfone, ASUSTeK Computer Inc. Oct 2016 - May 2018 Taipei, Taiwan
• Conducted extensive market research and competitor analysis to define the product specifications of Zenfone.
• Participated in the decision-making process for Zenfone development based on marketing analysis and customer feedback.
• Successfully met the company's sales goals and launched products on time by managing project schedules and costs.
• Collaborated with the local sales and marketing teams to monitor sales performance and ensure alignment with headquarters' expectations.
• Led the product management of three successful product launches: Zenfone 5 (2018), Zenfone 4 Selfie (2017), and Zenfone 3 Max (2016).
Education
University of Warwick
e-Business Management (Data Science and Digital Operations Specialism)
Coventry, United Kingdom
2022 - 2023
Soochow University
Business Administration
Taipei, Taiwan
2010 - 2014
Skills
Programming Languages:
Tools:
Soft Skills:
Languages:
SQL, Python
Tableau, Power BI, Airflow, Microsoft office, Google Workspace
Leadership, Communication, Teamwork
Mandarin (Native), English (Professional Proficiency)
Work Experience
Senior Business Analyst, Coupang Nov 2023 - Current Taipei, Taiwan
• Conduct in-depth analyses and collaborate closely with Growth Marketing, CRM, and Onsite Merchandising teams to optimize new user acquisition and retention strategies, leading to a 3x increase in ads ROAS and a 2x boost in onsite banner CTR.
• Develop and deploy data-driven experimentation frameworks, leveraging A/B testing, statistical models, customer segmentation, attribution models, and product feed optimization to drive business growth.
• Design and automate 100+ ETL pipelines and Airflow workflows using SQL, resulting in an 80% reduction in manual operations and ensuring fast, accurate, and scalable data delivery to support analytics and decision-making.
• Build and maintain 20+ interactive Tableau & Spreadsheet dashboards, focusing on data visualization and simplifying data understanding, which enables the team to quickly uncover insights and optimize business decisions.
Accosiate Category Manager, B2C Business, Shopee Apr 2020 - Sep 2022 Taipei, Taiwan
Senior Business Analyst, B2C Business, Shopee Aug 2018 - Apr 2020 Taipei, Taiwan
• Held full responsibility for managing Shopee's electronics shop in the B2C commercial department, overseeing all aspects of the business to ensure profitability.
• Successfully led a team of two members and implemented commercial tasks, resulting in increased efficiency and productivity.
• Monitored daily business performance and utilized data-driven insights to make informed business decisions, identify trends and growth opportunities, and translate complex data into actionable insights.
• Managed a dashboard to monitor daily business performance, utilizing data visualization techniques to
effectively communicate key metrics and insights to upper managers and stakeholders. This allowed them easy access to key metrics and insights to inform decision-making.
• Conducted and managed marketing research, campaigns, exposure placement, budget allocation, shipping
policies, discount settings, and overall profit and loss reporting for the shop, resulting in more than 300% year-over-
year revenue growth in 2022.
• Collaborated closely with cross-functional teams to drive business growth through marketing campaigns and initiatives and supported business decisions through effective communication.
Product Manager of Zenfone, ASUSTeK Computer Inc. Oct 2016 - May 2018 Taipei, Taiwan
• Conducted extensive market research and competitor analysis to define the product specifications of Zenfone.
• Participated in the decision-making process for Zenfone development based on marketing analysis and customer feedback.
• Successfully met the company's sales goals and launched products on time by managing project schedules and costs.
• Collaborated with the local sales and marketing teams to monitor sales performance and ensure alignment with headquarters' expectations.
• Led the product management of three successful product launches: Zenfone 5 (2018), Zenfone 4 Selfie (2017), and Zenfone 3 Max (2016).
Education
University of Warwick
e-Business Management (Data Science and Digital Operations Specialism)
Coventry, United Kingdom
2022 - 2023
Soochow University
Business Administration
Taipei, Taiwan
2010 - 2014
Skills
Programming Languages:
Tools:
Soft Skills:
Languages:
SQL, Python
Tableau, Power BI, Airflow, Microsoft office, Google Workspace
Leadership, Communication, Teamwork
Mandarin (Native), English (Professional Proficiency)