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cheryl wui

@cherylwui

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Senior data professional specializing in high-scale BI automation, ETL pipelines, and executive-ready insights.

Malaysia

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What I'm looking for

I’m looking for a senior data role where I can architect automated ETL/BI solutions, optimize analytics ecosystems (dashboards, data cubes, pipelines), and convert complex data into executive-ready insights through hands-on leadership.

I’m a results-driven data professional with over 13 years of experience specializing in the architecture and automation of high-scale BI solutions. I turn raw data into strategic assets for major financial institutions and digital marketing teams, with a strong focus on reliability and business impact.

I’m hands-on in building robust ETL pipelines and optimizing analytics ecosystems—leveraging Python/SQL to eliminate manual workflows and keep reporting scalable. I’ve architected automated reporting suites and built/automated dashboards and reporting that improve decision-making and data integrity.

In recent roles, I’ve supported end-to-end reporting and marketing attribution by managing data analysis and visualization, implementing workflow documentation, and delivering practical automation (including email and reporting workflows). Earlier, I led a group-wide system migration and centralized a tech stack (including Zoho CRM, Analytics, and Social) while improving data architecture and governance.

My background also includes enterprise migration and regulatory-quality reporting work. I’ve led transaction banking and central bank reporting initiatives, established documentation, delivered staff training, and implemented data cube and warehouse transfers to reduce manual reporting and ensure compliance through data validation, cleansing, and monitoring.

Experience

Work history, roles, and key accomplishments

Current

Technology Specialist

Current

Covert Communication

Feb 2022 - Present (4 years 3 months)

Optimized client decision-making by architecting automated reporting suites that transformed raw marketing data into actionable insights for market positioning and lead attribution. Built and automated reports and dashboards, managed Google Search Console, and created HTML-based email signatures and email automation workflows.

Report Automation Dashboard Development Marketing Analytics Google Search Console HTML WordPress Email Automation Workflow Documentation

Data Analytics Consultant

Plargo

Sep 2021 - Apr 2022 (7 months)

Built data models and data architecture, implemented flow automation, and supported data taxonomy work for a remote freelance project. Delivered hands-on consulting to improve structure and automation of data workflows.

Data Modeling Data Architecture Flow Automations Taxonomies Workflow Automation Project Delivery Requirements Gathering

Data Project Manager

Forte Hotel Group

Sep 2019 - May 2021 (1 year 8 months)

Led a group-wide tech stack migration and software integration across Zoho CRM, Zoho Analytics, and Zoho Social, improving customer insights and resolving marketing attribution challenges across brands. Managed customer database design, Pentaho data integration for data transformation, automated workflows/notifications, reporting/dashboard automation, and data governance.

Zoho CRM Zoho Analytics Zoho Pentaho data transformation Workflow Automation Data Governance Data Modeling Report Automation Project Management

Assistant Manager - Decision Management

CIMB Bank Berhad

Jul 2017 - Apr 2018 (9 months)

Led end-to-end implementation of a transaction banking data cube and related system integration using SAS DI and SAS EG. Produced technical documentation, delivered staff training, and reduced manual reporting by transferring workflows and scheduled jobs into the data warehouse.

SAS Data Cubes ETL Data Validation UAT System Integration Data Warehouse Technical Training

Project Manager & Data Analyst

Public Bank Berhad

Nov 2011 - Jun 2017 (5 years 7 months)

Architected and executed the migration of legacy banking systems to a modern reporting framework, engineering SAS EG ETL pipelines for large-scale extraction, validation, and scrubbing. Ensured 100% compliance for automated Central Bank submissions and improved data quality through monitoring, data mining, issue detection, and UAT.

SAS ETL Data Quality Data Mining Statistical Analysis UAT Regulatory Reporting Data Governance

Accounts Officer

Revenue Valley Pte Ltd

Nov 2010 - Sep 2011 (10 months)

Handled data cleaning and data migration to a new accounting system and managed full-set accounting, including budgeting and forecasting. Produced internal AR/AP/GL reports for business leaders and supported creditor aging, payments, claims, and company-level cash flow planning and forecasting.

Data Migration Budgeting & Forecasting Cash Flow Forecasting

Accounts Intern

Revenue Valley Sdn Bhd

Jun 2010 - Sep 2010 (3 months)

Supported the implementation of new system changes and migrated accounting information to the updated system. Processed daily sales, purchases, inventory reports, and assisted with creditors reconciliation.

Accounting Systems Data Migration