A growth operator who builds.
Seven years across CRM, lifecycle, product operations, and automation. I work between business strategy and implementation — turning operational friction into systems teams can actually own.
Strategy → system → measurement. In that order.
Listen for the friction
I start where the team is wasting time. The cost is usually not money: it's context-switching, manual production, or tools that don't fit how they actually work.
Strategy first, system second
Lifecycle, funnel, retention: the strategy comes from data, not vibes. Segments, cohorts, A/B logic. Then I design the system that delivers it.
AI is a coworker, not magic
I treat AI as a junior teammate: brief it well, review its output, give it the parts that don't need judgement. The team keeps the judgement.
Build what you can't buy
I lean on SaaS where it's good. When the off-the-shelf option breaks our workflow, I design and ship our own, with Claude Code as my primary build partner plus Supabase, prompts, and webhooks.
Measure what matters
CLTV, retention, conversion, activation. If a campaign or system doesn't move one of those, it's not interesting yet.
Seven years across APAC retail, e-commerce, and growth tech.
Senior Business Partner, AI Growth Strategy
- Lead AI-powered growth across the group: lifecycle, CRM, internal tooling, and sales operations. The systems are used by 100+ people across the company.
- Built a custom B2B sales platform with Claude Code, replacing the legacy CRM with auto-prospecting and AI outreach. BD adds a merchant in under 3 minutes.
- Scaled marketing automation across 6 APAC markets and built an internal project system with AI summaries.
Lifecycle Growth Manager
- Led end-to-end lifecycle across 6 APAC markets (activation, retention, monetization, reactivation) to grow CLTV.
- Ran lifecycle automation, predictive segmentation, and personalised engagement in CleverTap.
- Designed and tested CRM programs across gamification, loyalty, vouchers, and content production.
CRM Lead · Product Operations · CRM Associate
- Owned Thailand CRM strategy and execution for non-paid traffic, including segmentation, personalisation, and testing.
- Moved into product operations to improve PDP conversion through UAT, funnel analysis, and content optimisation.
- Mentored the CRM team on experimentation and message relevance.
Content Marketing & Operations
- Managed SKU migration across online and offline channels for data accuracy and digital UX.
- Progressed from coordinator to department manager and project manager while improving delivery visibility.
The toolkit: strategy, AI ops, and building.
- Claude Code
- n8n
- CleverTap
- Braze
- Supabase
- Lovable
- OpenAI
- Apify
- Lifecycle segmentation
- A/B testing
- Predictive cohorts
- Auto cold outreach
- AI content generation
- Slack workflows
- Push · Email · In-app · WhatsApp
- CLTV growth