Performance-driven marketing and data analytics professional with cross-cultural experience in Taiwan and the Philippines, spanning advertising performance evaluation, KPI framework design, fraud-cluster forensics, and data warehouse modeling. Doubled advertising ROI, manages $8M+ in monthly ad spend, and recovered $50K+ monthly through financial reconciliation.
I'm a marketing and data analytics professional with cross-cultural experience across Taiwan and the Philippines. I specialize in end-to-end advertising operations, performance analytics, and data-driven strategy.
I excel at designing Tableau dashboards, conducting financial reconciliation, identifying cost-saving opportunities ($50K+ monthly), and collaborating across Risk, Marketing, and Operations teams to optimize spend and improve user retention. Skilled in SQL (MaxCompute), Python, and AI/ML modeling.
Portfolio — Forensics & Data Engineering
Marketing, Finance, and Risk suspected that a non-trivial share of promo spend and withdrawal volume was being captured by organized studios operating multiple synthetic accounts. There was no unified view of how these accounts linked together, no way to size the leak, and no actionable list the operations team could execute against.
During cluster review, one cluster of 53 accounts showed a withdraw-to-deposit ratio of 7.82× — three standard deviations beyond the population. The challenge: prove systematic fraud or rule it out, and if fraudulent, find every other ring like it.
Marketing, Risk, Operations, and Finance each maintained their own slice of player data, leading to inconsistent definitions of "active user," "deposit cohort," and "marketing ROI." Ad-hoc queries were slow and rarely agreed with each other.
More Work — Marketing & Growth Analytics
Managed $8M monthly ad budget across multiple channels. Implemented real-time performance monitoring and dynamic budget reallocation, increasing advertising ROI by 100%.
At IGS (Taiwan), developed an AI-based churn prediction model to identify at-risk users, enabling the operations team to proactively adjust strategies and improve retention rates.
Improved ad-spend reconciliation by identifying vendor billing discrepancies, resulting in $50K+ in monthly savings through systematic invoice vs. actual-spend analysis.
Designed dashboards tracking player LTV, retention rates, and operational impact at IGS. Delivered actionable insights through interactive visualizations with drill-down capabilities.
Comprehensive analysis of FlipPay campaign effectiveness across login and purchase task types. Calculated 60.5% 7-day ROI with betting penetration rising from 25% to 36% on campaign day.
All impact figures are real. Account identifiers and proprietary thresholds have been anonymized. Detailed case files available on request under NDA.
Ad ROI was stagnating with no real-time visibility into campaign performance across multiple channels. The company managed an $8M monthly advertising budget but lacked the insights to optimize spend allocation dynamically.
Designed and implemented a real-time performance monitoring system tracking CPA, ROAS, and conversion rates across all advertising channels. Built Tableau dashboards providing instant visibility, enabling rapid optimization decisions.
The gaming platform was experiencing user churn with limited ability to identify at-risk users before they left. The operations team needed a data-driven approach to proactively intervene and improve retention rates.
Developed an AI-based churn prediction model using user behavior data, engagement metrics, and spending patterns. The model identified at-risk users with high accuracy, enabling the operations team to implement targeted retention strategies before churn occurred.
With an $8M monthly advertising budget, there was a critical need to ensure accurate vendor invoicing and identify billing discrepancies. Manual reconciliation processes were time-consuming and prone to errors.
Implemented a comprehensive financial reconciliation process, comparing vendor invoices against actual spending and KPI metrics. Through detailed analysis, identified systematic billing discrepancies and overcharges across multiple vendors.
The gaming platform needed a unified view of critical metrics including LTV, retention rates, and the impact of operational activities. Stakeholders needed real-time access to actionable insights without SQL knowledge.
Designed and built multiple Tableau dashboards with interactive filters and drill-down capabilities. Dashboards tracked LTV trends, retention cohorts, and the performance impact of operational initiatives.
The platform launched a FlipPay task campaign to drive user activation and engagement. The challenge was to validate campaign effectiveness, measure ROI across different task types (login vs. purchase), and understand the structural impact on user participation and purchase behavior.
Conducted a comprehensive campaign effectiveness analysis, comparing user participation across login and purchase tasks, analyzing purchase penetration rates, and calculating ROI by task type. Examined the relationship between reward intensity and participant numbers.
Open to new opportunities in marketing analytics, growth analytics, and data-driven strategy roles. Feel free to reach out!