XIN HUI

+60129130939 | xhleong@gmail.com

"The most elegant solutions are those that use the least number of components to solve the greatest number of problems"
- David Murray -

ABOUT

Business grad who accidentally started out in IT & Business consulting and has since been relishing between both realms to drive delivery of impactful solutions.

Moved on the the Telco environment and joined the marketing campaign team and subsequently the transformation team. Currently digitalizing the retail industry through both product & ecommerce roles. Involved in multiple cycles of strategizing to execution. Experienced in dealing with business, technology and data related areas.

Problem solver that aims at bridging the gap between technology through data driven and creative approaches. Believer that process improvement and innovation needs to take into account the current vitals(data), process, people and technology to identify quick wins and the longer term strategy. Experienced in the areas of digital product management, technical & non technical project management, process improvement, campaign management and data analytics.

HOW DOES THAT HELP YOU?

If you have a problem we can work towards a solution.

Passionate problem solver who enjoys working on problems that intersects between business, technology and data.

Plans are only as good as their execution, yet one cannot succeed without the other.

Conceptual thinker who is also able to breakdown high level strategy into smaller, actionable and measurable action plans.

SKILLS

Business Related

Product Management
Project Management
Campaign Management
Customer Segmentation
Business Process Improvement
Data Analytics

Technical

Analytic Language/Tools
SQL
Google Analytics
SAS
IBM SPSS
CleverTap
Metabase

Programming Languages
Python
R
Ruby
Javascript
HTML
CSS

Other Platforms
Magento 2

EXPERIENCE

Product (Ecommerce & Loyalty CRM), Qra Sdn Bhd

Senior Manager, Perf. Imp., Product & CRM

Sep 2021 - Present
Business & Product Roadmapping, Customer Journey Mapping, Ecommerce, Loyalty, Product Mgmt, Tech & Non Tech Project Mgmt, Data Analytics, Stakeholder Mgmt, Interdepartment Collaboration, Process Re-engineering
Loyalty Program & CRM Management - Business & Product Owner
  • Strategize and drive the launch of Qra Club which includes both the program and the loyalty app (Qra Club App)
  • Responsible for defining the business and digital roadmap for Qra’s Loyalty Program (Qra Club). Includes conceptualising and defining program direction based on customer lifecycle with alignment to system capabilities
  • Responsible for end-to-end of the Loyalty program and CRM system which includes program strategizing, digital roadmap planning, product development lifecycle, operational campaign planning, management and deployment
  • Responsible for definition of key business objective(s) based on key customer lifecycle (Acquisition, Retention, Winback) to strategize program and campaign initiatives and offerings
  • Work with internal and external teams to collaboratively drive the program and campaign
  • Successfully planned and executed the acquisition phase to hit member loyalty penetration and sales penetration targets within 4 months of launch
  • Responsible for setting the dashboard and analytics framework to analyse member’s behavior
Product & Ecommerce - Business & Product Owner
  • Relaunched the revamped PWA site for Qra (www.qrafoods.com) which involved entire redesign of customer journey (UI/UX), new platform implementation, technical integration and operational flow enhancement
  • Responsible for defining the overall company digital product roadmap; Inclusive of Ecommerce platform and other new digital platforms
  • Strategise and prioritise overall company roadmap based on impact, resource (people + cost) and process considerations to find the balance to map overall timeline
  • Responsible for sourcing, negotiating, liasing and managing vendor(s) for all digital product
  • Hands on planning and execution for the entire product development process which includes business requirement gathering, product design (UI/UX), product backlog grooming & prioritisation, technical & non technical project management, multi vendor integration management, testing and deployment management
  • Responsible for end-to-end Ecommerce at Qra which includes multi site management, product categorisation, stock availability, campaign management, multi-store operations & delivery
  • Responsible to define the overall business roadmap for Ecommerce to determine business and product development directions; Prioritise roadmap and work with interdepartmental teams for implementation & deployment
  • Manage 2 team members at HQ and collaborate with on ground operation staff at all stores for end-to-end delivery of Ecommerce experience
  • Responsible for month-to-month data analysis for tracking site performance, sales & campaign performance and customer purchasing behavior. Setup simple excel dashboard; BI dashboard to be considered for future phase
  • Perform adhoc analysis for store vs online purchase to identify opportunities & gaps
  • Work with marketing & merchandising to align company level campaigns and to incorporate Ecommerce campaigns
Product Team, IKEA SEA & Mexico

Digital Product Specialist

Nov 2020 - Aug 2021
Product Mgmt, Project Mgmt, Interdepartment Collaboration, Process Review
  • Responsible for digital solution sourcing to implementation within IKEA SEA & Mexico. Sourcing of solutions includes both external and internally developed solutions.
  • Setup and define way of working for interdepartmental and regional teams
  • Work with key stakeholders to determine requirements and solution required within the region and develop product roadmap and manage backlog
  • Work with interdepartmental teams and multinational teams for implementation of solution which includes developing and tracking key metrics to measure success of deployment of solution
Data Science Certification Course, 360DigiTMG

Coursework

Jan 2020 - Jun 2020
Data Science, Data Analytics
Growth Team, HealthifyMe

Associate Product Manager

Jun 2019 - Nov 2019
Product Mgmt(UI/UX), Campaign Planning, Project Mgmt, Data Analytics, Interdepartment Collaboration
  • Responsible for reviewing and driving growth for Malaysia and Singapore through the HealthifyMe app
  • Obtained feedback from users on key features and challenges faced to design new features/enhancements
  • Work with tech and design team to develop relevant product features (UI/UX) based on defined user stories
  • Developed test plan for positive and negative scenarios and perform user testing prior to launch of product features
  • Developed dashboard to track key business metrics and performance of features
Transformation Team, U Mobile

Assistant Manager/Product Owner

Nov 2018 - Jun 2019
Business & Digital Strat, Product Mgmt(UI/UX), Project Mgmt, Data Analytics, Stakeholder Mgmt, Interdepartment Collboration
  • Responsible for new app development and the development of digital roadmap for unification of multiple apps and platforms
  • Work with key stakeholders to setup project workflow and adoption of SCRUM for mobile app development
  • Host workshops with key stakeholders to identify key business requirements and to align requirements to develop long term app roadmap and developed user stories
  • Defined key metrics and perform analytics using SAS, SQL Queries and IBM SPSS to identify and track historical metrics and develop reports and tracker of current app performance as basis for new app
  • Developed product backlog based on the following prioritisation:
    • Criticality of feature to business based on cost/revenue impact
    • Data driven analysis of current app usage to determine revenue and usage impact
    • Key metrics and data field requirements to track revenue, engagement and customer behaviour
Mentoring & Engineering Team, NEXT Academy

Mentor/Junior Engineer

Apr 2018 - Nov 2018
UI|UX, Frontend Programming, Backend Programming, Mentoring
  • Review course materials and work with mentor team to restructure course delivery and syllabus for effective learning. Key objective was to engage students and to train students to be self sufficient
  • Mentored students on the following tech stack:
    • Frontend: HTML, CSS, Javascript, Jquery, Bootstrap
    • Backend: Ruby on Rails, SQL
Customer Value Lifetime Management, U Mobile

Assistant Manager

Jan 2016 - Dec 2017
Product Mktg, Product Mgmt, Project Mgmt, Data Analytics, Campaign Mgmt, Segmentation, Stakeholder Mgmt, Interdepartment Collaboration
Campaign Management System Implementation - Campaign Team
  • Define business requirement and structure of campaign system through incorporating user and customer experience. Structure takes into consideration business objectives, customer experience, inter department user experience and feedback loop for campaign recalibration
  • Identify key business objectives and perform campaign planning to define data frequency and data fields required for performance monitoring, customer segmentation and behavioral analysis
  • Work closely with IT Project Manager and Vendors in ensuring requirements are met and identify workaround solutions where technical solutions are unable to meet business requirements
  • Review test plan to ensure completeness of positive and negative scenarios based on business requirements. Perform UAT and post deployment live test prior to official launch
Acquisition, Upgrade and Loyalty Campaign – Campaign Team
  • Plan and map the end-to-end customer journey whilst considering currently available resources, enhancements or process changes. For enhancement and campaign execution, considered both timeline and cost impact
  • Identified key metrics based on business objective and developed report structure for high level monitoring and management reporting
  • Perform analytics using SAS queries and IBM SPSS on industry trends, customer segment and align findings with key business objective to identify campaign opportunities
  • Define business requirements and platform requirements where applicable for campaign execution. Review test plan and perform UAT and post deployment live test prior to launch
  • Engage and work with cross-functional teams critical for execution of campaign
Microfinancing – Platform & Product Team
  • Reviewed entire financing workflow to identify process and customer enhancement
  • Work with IT department and vendors for the change requirements and platform integration to POS system to implement controls for fraud prevention
  • Perform analytics using SAS queries to identify opportunities for tactical campaigns
  • Engage and work with external partner and internal cross-functional teams for execution of campaign
Enterprise Risk Services, Deloitte

Senior Consultant

Nov 2011 - Oct 2015
Project Mgmt, Strategy, Business Planning, Data Analytics, IT System Review, IT System Implementation, Risk Consulting, Stakeholder Management
GST Project Management Office (Insurance Industry) – Team Lead
  • Review the impact of GST to clients’ environment through understanding clients’ current business process and system functional aspects
  • Enhance and develop new system and process workflows to incorporate GST requirements throughout clients’ operations including the following:
    • Studying and understanding the impact of GST to the insurance industry
    • Understanding of clients’ current business process and the existing IT systems’ design and functional aspects
    • Leading and conducting GST workshop with the various division to share and obtain consensus for technical and business solutioning
    • Developing the GST Standard Operating Procedures for all divisions impacted by GST
  • Monitor project progress and ensuring pre-set project timelines are met
  • Perform data verification for validity of data crucial to GST computation
  • Perform recomputation to ensure accuracy of system computation and output based on the GST requirement
Business and Promotional Plan Development (Certification Services) – Team Lead
  • Assisted client with developing a 5 year business development plan and marketing strategy through:
    • Identifying the clients’ current marketing strategy and internal processes
    • Identifying gaps in the current strategy and current resource allocation
    • Incorporating clients’ future goals and expansion plans
  • Incorporating clients’ future goals and expansion plans
Revenue Recognition Review (Online Payment Industry) – Team Lead
  • Assisted client with the identification of revenue and deferred revenue through:
    • Understanding clients’ existing products, business channels and accounting standards impacting revenue recognition
    • Understanding the clients’ IT systems and accounting practices to identify data extraction points
    • Performed analytics with ACL scripting to quantify year-end, deferred revenue and provisions
ERP System Evaluation and Review (Water Services Industry) – Team Lead
  • Evaluated and identified areas for system enhancement in clients’ existing ERP system through:
    • Identifying gaps in current ERP system and current business processes
    • Determining the risk and impact of existing gaps
    • Prioritising enhancement listing based on the impact to client and estimating the effort required
  • Conducted workshops to identify areas for enhancements and presented recommendations to management
Financial Integrity Review (Telecommunications Industry) – Team Member
  • Assisted client with the financial integrity review for the dealer management system and call charging system through:
    • Understanding current business processes and interconnection with the existing IT systems
    • Understanding clients’ products, business rules and product incentive
    • Perform analytics using ACL scripting to determine accuracy of incentive computation and charging