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Heng Ling Siu

@henglingsiu

CRM & Lifecycle Manager at Vantage Markets who migrated Marketo to Braze and lifted KYC completion 12.1%.

At Vantage Markets, I led the migration from Marketo to Braze and revamped the new-user lifecycle journey. The changes achieved a 12.1% uplift in KYC completion against control, alongside higher email open rates and click-through rates.

At Crypto.com, I owned CRM lifecycle strategy for Stocks and Loyalty. I introduced data- and market intelligence-led touchpoints that lifted engagement by 20% across both pillars within three months.

At Shopee, I managed user journeys across acquisition, CRM and loyalty, contributing to a 55% increase in buyers uplifted. Earlier, at The Chope Group, I automated operational workflows that saved at least six man-hours per week.

Experience

Work history, roles, and key accomplishments

Current

Assistant CRM & Lifecycle Manager

Current

Hytech (The Loud Clan Pte. Ltd.)

Jul 2026 - Present (3 months)

Owned global CRM lifecycle initiatives across onboarding, activation and engagement. Led the end-to-end migration from Marketo to Braze within 3 months, coordinating MarTech requirements, finance, legal clearance, stakeholder alignment, testing and go-live activities.

CRM Lifecycle Marketing Marketo Braze Martech Stakeholder Management Project Management WhatsApp Crowdin Appsflyer Databricks English Chinese

Growth (CRM), Stocks & Loyalty

Crypto.com (Foris Asia Pte Ltd)

Jun 2024 - Apr 2026 (1 year 10 months)

Owned CRM lifecycle strategy for Stocks and Loyalty, driving feature adoption and trading engagement across acquisition, activation and retention. Contributed to up to 91% of Stocks pillar KPIs, spanning new-user acquisition, purchase conversion and repeat trading activity.

CRM Lifecycle Marketing Braze A B Testing Segmentation Product Data Compliance Stakeholder Management

Singapore Marketing (User Growth), CRM and Loyalty

Shopee Pte Ltd

Dec 2021 - Mar 2024 (2 years 3 months)

Managed end-to-end user journey at Shopee, overseeing New User Acquisition, CRM, and Loyalty Programme, resulting in a 55% increase in buyers uplifted. Collaborated with Regional CRM and BI teams, leading the conceptualization and execution of over 100 A/B tests, achieving a more than 30% improvement rate in key metrics.

CRM Loyalty A B Testing User Acquisition Campaign Management Stakeholder Management Mentorship WhatsApp Government Relations

Singapore Marketing (User Growth), New User

Shopee Pte Ltd

Dec 2019 - Dec 2021 (2 years)

Spearheaded and executed new user acquisition campaigns for Shopee, resulting in a 140% increase in new user acquisition and a 20x growth. Drafted and managed an annual budget of over USD$500K and coordinated with over 15 suppliers to ensure the availability, delivery and payment of over 90 SKUs on a bi-weekly basis.

User Acquisition Campaign Management Budget Management Supplier Management UAT Cross functional Coordination Legal Contracts

ChopeDeals, Ecommerce Operation Consultant

The Chope Group Ptd Ltd

Sep 2018 - Dec 2019 (1 year 3 months)

Coordinated B2B and B2C operations across 5 departments, supporting merchant onboarding, campaign execution and customer service. Led 3 major flash sales and supported the launch of a B2B/B2C redemption portal through cross-functional coordination, training and post-launch support.