May Chen, Crystal Pee

Experience

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  DOS

  May 2009 - Dec 2010

  Assistant Manager

  - Managed statistical databases and implemented activities to process and disseminate statistics for CPI publications.- Reviewed and enhanced survey workflow and operations to increase efficiency.- Processed and prepared statistical data requests for international organizations.- Carried out planning and development of statistical systems to enhance workflow, including I08 revision, COI and COICOP projects.

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  UOB

  Dec 2010 - Aug 2013

  Business Analyst / MIS Financial Analyst

  Business Analyst- Performed customer profiling and trend analysis to support business strategy and planning.- Identified opportunities for cross selling and up selling based on customer needs and behavior analysis.- Delivered insights and recommendations to support business partners and management in driving profits and productivity.MIS Financial Analyst- Supported regional business reporting and central MIS function for Group Retail segment.- Automated and generated key business reports/analysis and business critical MIS.- Consolidated and provided financial and business drivers’ information for decision making. Show less

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  OCBC

  Sept 2013 - Jun 2015

  Collections Analytics

  - Develop the approval metrics for composite settlement and installment tenure to seek empowerment from Emerging Business (EmB).- Devise new Collections Scoring cut-off through model validation and analysis.- Provide analytics support in segmentation and perform end-to-end management of Collections strategies from conceptualization to implementation including Champion-Challenger tests.- Enhance productivity and efficiency levels through a culture of continuous improvement and increase usage of automation to develop a robust MIS infrastructure.- Support the Collections team through the timely and accurate delivery of reports and management information such as the KPI model and the Collections Performance Scorecard. Show less

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  ANZ

  Jul 2015 - Aug 2017

  Customer Analytics & Campaign Management

  Financial- Provide MIS support for marketing campaigns and Digital Banking- Identify Credit Card and Personal Loans (CCPL) cross sell and Digital Banking opportunities within the existing customers.Customer- Support CCPL and Digital Banking initiatives to acquire customers and build customer usage.- Identify customer level insights for strategic decisions and leads extractions.- Implement Digital Banking performance tracking to improve efficiency.Process- Initiate report automation, streamline extraction methodology and fulfillment process to improve efficiency.- Implement response tracking for regular CCPL campaigns on ad hoc basis for the purpose of performance monitoring.- Implement Digital Banking MIS Report for the tracking of Digital Banking take ups and related sales.People- Mentor stakeholders on the business value and actionable insights from deep dive analysis.- Mapped personal development plan for training and continuous development.Risk/Compliance/Behaviours- Responsible for the accurate extraction of customer contact information in accordance to PDPA and MAS regulatory requirements.- Responsible for the compliance to ANZ Customer Contact matrix to ensure good customer experience. Show less

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  DBS Bank

  Aug 2017 - now

  Business Analytics, Wealth Continuum

  Wealth Continuum (Retail)- Perform and manage analytics, targeting and segmentation on Retail portfolio using SAS - Engage in customer targeting through customer behaviour and segmentation study - Examine prior campaigns and marketing tests to gather insight into the results in order to recommend future rollout strategies and offers - Formulate strategies and provide recommendations to management for targeted campaigns - Drive financial results by being jointly accountable for delivering business income - Engage various stakeholders to refine the tracking of business KPIs through the development/enhancement of dashboards/MIS - Constantly review the current MIS/BAU/Campaign process and take initiatives to improve productivity and efficiency - Support in various ongoing key projects concerning Retail portfolio management Campaign Management- Support CBG initiatives to drive disciplined business growth, with focus in Cards and Unsecured products. - Work with the key stakeholders (product/segment/channels) to ensure alignment of the campaign objectives across business units.- Develop and execute marketing campaigns to support customer acquisition and drive customer usage.- Deploy the use of modeling techniques such as acquisition model, cards recommender, personalization engine, cash hungry model etc during leads extraction to enhance campaign targeting.- Constantly enhancing and challenging the status quo by improving campaign effectiveness through muti wave, event triggered campaigns.- Set up contextual marking campaigns via push note, OXS, Facebook on top of the conventional channels i.e. SMS, EDM, DM, TM.- Ensure Unica leads extraction models and processes are reviewed, redesigned and optimized based on business need.- Initiate report automation, streamline extraction methodology and SAS scripting to improve efficiency. Show less