Impact Across Organisations

Built the Valiram Inner Circle — one of Southeast Asia's most complex multi-brand retail loyalty ecosystems.

• Launched Valiram Inner Circle across 191 stores and 20+ brands, defining the full loyalty proposition from economics to experience
• Defined loyalty economics framework — earn-burn mechanics, breakage modelling, tier thresholds, and partner integration
• Architected the martech and customer data ecosystem for SEA and Australia, including data governance and PDPA controls
• Built Customer 360 integrating transactional, behavioural, and preference data for omnichannel personalisation
• Deployed omnichannel lifecycle engagement across e-commerce, in-store, and digital touchpoints

Transformed CRM from 2% to 18% revenue contribution — the defining case study in data-led retail transformation in Thailand.

• Built end-to-end CRM and CDP ecosystem — platform selection, data architecture, governance, and activation
• Established the CRM Centre of Excellence (CoE), embedding data-first thinking across business units
• Delivered CRM revenue uplift from 2% → 18% through systematic lifecycle and retention programmes
• Deployed 170+ lifecycle automations spanning welcome journeys, cross-sell, replenishment, and re-engagement
• Achieved 61% CX cost savings through automation, self-service, and intelligent routing
• Built cohort-based financial models to track CLV, payback, and programme ROI for board-level reporting

Built tiered loyalty across one of the Middle East's largest franchise retailers — 35 stores, 11 brands, one unified customer strategy.

• Designed and launched tiered loyalty programme (Aura base) with multi-brand earning and redemption mechanics
• Delivered +200% linkage uplift — connecting customer identity across digital and in-store interactions
• Scaled CRM across 35 stores and 11 brands, building unified audience management and campaign operations
• Grew CRM contribution from 2% → 15% through RFM segmentation and lifecycle automation

Led retention across India and supported global CRM operations for one of Asia's fastest-growing food delivery platforms.

• Led retention strategy for India across app, push, email, and in-app channels
• Managed CRM operations across 30–40 markets, coordinating global campaigns with local execution
• Scaled the retention team from 5 to 18 members, building capability across analytics, automation, and content

Integrated paid, owned, and earned media — building foundational expertise in audience segmentation.

• Developed paid/owned/earned integration frameworks for major brand campaigns
• Pioneered Facebook segmentation strategies at a time when social data was first becoming strategically useful

An unconventional start — globally recognised work including the #CoolestInterviewEver campaign and Top 1% SlideShare ranking.

• Created #CoolestInterviewEver — demonstrating the power of unconventional thinking in talent and marketing
• Achieved Top 1% on SlideShare, building a public voice in digital strategy and customer thinking