Esther Xing

Experience

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  Accenture

  Aug 2007 - Aug 2014

  Project Manager, Largest B2C eCommerce Retailer (China) – Customer and Sales Enhancement• Drove change management by designing and enabling “DIY” analytics across all levels (CXO to Managers) - Injected “data driven” decision making models to the client by creating an enterprise architecture, where all business figures were integrated and linked – the tool was utilized daily by working teams - For C-levels, created an application named “management in a pad” which allowed them to view results in a decision tree manner and make actionable business plans • Managed a “Recommendation Engine” workstream (across China, Greece, Australia and US) to improve “add to cart” rate, with 30% uplift in cross sell/ upsell• Improved customer acquisition and retention by more than 100% • Led integration with other Accenture teams (ERP, BPR, Data Governance) to consolidate recommendationsProject Manager, Payment Services Client (Asia Pacific) – Multi-country Marketing Effectiveness and Budget Optimization• Evaluated marketing effectiveness and return on investment across 12 countries in Asia Pacific using Marketing Mix Modeling and other statistical methods• Led 20+ project members across onshore and offshore to develop marketing playbooks and identify optimal investment allocation across markets and media mix, leading to $3.6 billion of additional opportunity in transactions• Managed cross-market stakeholder communications to ensure successful adoption of recommendations Show less Analytics Lead, Consumer Electronics Client (US, UK, Korea) – Digital Transformation Project• Developed a reusable Performance Measurement Dashboard to help CMO to quantify the value of digital engine investment ($10 million)• Managed analysis including customer segmentation, benchmarking, web analytics and business case analysis• Launched a set of initiatives to improve sales and reduce support cost (e.g. increased visit to lead conversion rate by 336% by changing the button copy)• Worked closely with client’s media agency (conceptualization to implementation) to facilitate global rollout• Built 3-year strategic roadmap to transform online experience and drive online adoption globallyAnalytics Lead, Triple-Play Telecom Operator (Singapore) – Marketing Strategy Project• Designed marketing blueprint and integrated programs to maintain market share under the new regulation of “True Number Portability”• Conducted customer experience enhancement analysis across lifecycle and touch-points, quantified value of satisfaction and defined customer tiers to enhance the client’s positioning targeting program• Led the development of handset subsidy dashboard to enable fact-based decision making Show less

  • Manager (Accenture Management Consulting, Accenture Digital)

    Mar 2012 - Aug 2014

  • Consultant (Accenture Management Consulting Group, Accenture Digital)

    Sept 2009 - Feb 2012

  • Analyst (Accenture Management Consulting Group, Accenture Interactive)

    Aug 2007 - Aug 2009
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  Mastercard Data & Services

  Jan 2015 - Apr 2020

  Leadership, Stakeholder Management and Team Management• Led analytics practice in Asia Pacific, grew the business and drive client deliveries to optimize customer life-cycle management and increase life-time value (~$12 million sales enablement in 2019 alone) • Managed external and internal stakeholders to align on business requirement, approach and recommendations that address client’s business needs and deliver measurable business results• Managed offshore/ onshore cross-functional teams made up of analytics specialists & generalist consultants (~30 consultants) for project delivery and solution innovation, won the first-ever global One Team Award• Drove resource sourcing and vendor management in Asia Developing Solutions and Project Management• Developed innovative and scalable analytics solutions that drive one-to-many sales, and harmonized the solutions across verticals and regions• Expertise in new card launch, credit risk, acquisition, conversion, activation, upgrade, usage stimulation, portfolio optimization, loyalty, retention/ reactivation, product rationalization, market intelligence, etcAI & Data Monetization• Led AI knowledge management in AP and a strong advocate for both external and internal stakeholders• Steered data partnerships to integrate data from Mastercard and partners (DMPs, telco, ridesharing, travel agency, etc) to drive precision targeting and advertisement monetization Show less

  • Director, Campaign Insights and Optimization (focus in digital ecosystem), Global Role

    Jan 2020 - Apr 2020

  • Director, Advanced Analytics, APAC Role

    Mar 2017 - Apr 2020

  • Leader, Advanced Analytics, APAC Role

    Jan 2015 - Feb 2017
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  Meta

  Apr 2020 - now

  Build, lead and grow a new team composed of Data Scientists, Data Analysts and Data Engineers to help grow GCR revenue. Build, lead and grow new APAC Ads Auction Data Scientist team to help advertisers improve auction strategies and optimize ads performance on Facebook family of apps

  • Head of GCR Analytics

    Jun 2023 - now

  • Ads Auction and Delivery Data Scientist Manager

    Apr 2020 - May 2023