Phoebe Fu

At Better.sg, I use data and machine learning to support non-profit organizations in their digital transformation journeys. My focus is on empowering teams with data-driven insights through analysis, visualization, and AI solutions. I also conduct social surveys to better understand community needs and identify the opportunities to improve.

· Solving business problems with data-driven insights, visualizations, and data products
· Turning machine learning models from proof-of-concept to production
· Building and leading full-stack data teams: Data Analysts, Data Scientists, Data Architect, Data Engineers and Data Infrastructure
· Designing and prototyping data platforms and infrastructure that power analytics, AI, and product decisi

· Continuous integration (CI) of BI and AI
· Data Translator
· Team size 25
· BUs covered: Traffic Operations, Campaign Operations, Mega Campaign, Campaign Supply, Search Operations, Recommendation, Livestream, Affiliate/KOL, User Generated Content, Conversion Funnel Optimisation, Buyer Growth, Marketing Channels, Subsidy, Customer Experience, Product
· Functions covered: Data Product, Algo, Data

Led regional data functions including continuous integration of BI and AI, data product/algo delivery, insights, governance, A/B testing, and KPI system construction. Managed a team of 25 across multiple business units and led PMO, team building, and cross-department collaboration.

· Grab Health + Good Doctor App
· End-to-end data insights product delivery:
marketing attribution model, executive dashboards, customer profiling, customer segmentation, pre-and-post campaign analysis, pre-uninstall user behavior study, RFM model, campaign engine
· Business performance metrics development and monitoring
· Analytical data infra and pipeline
· Process optimization and problem

Delivered end-to-end data insights products including marketing attribution, executive dashboards, customer profiling and segmentation, RFM modeling, and pre/post campaign analysis. Developed analytical data infrastructure and pipelines and supported routine and ad-hoc analytics across regional and local business units.

· Lead a team of 5 data engineers and data analysts to provide enterprise data warehousing and advanced analytics solutions
· Lead and ensure delivery of analytical data platform (AWS, Java, Python, SQL) and BI portal (Tableau Server) construction
· Dig insights from the customer life cycle, customer behavior, and contribution (customer analytics, cohort analytics, web traffic mining)
· Contribute

Performed customer behavior analysis and segmentation to support precision marketing and conducted pre/post campaign analysis to evaluate effectiveness. Streamlined Customer Services processes using SAS and Teradata DW (80% efficiency improvement) and drove data warehousing and campaign engine development projects.

· Perform customer behavior analysis and segmentation to facilitate precision marketing
· Conduct pre and post campaign analysis, campaign effectiveness evaluation
· Participate in anti-attrition and dormant customer activation initiatives
· Streamline processes of Customer Services department by providing timely information using SAS and Teradata DW, significantly improves work efficiency by 80%

· Technically lead data mash-up, data visualization, and report automation projects
· Provide advice to the team and customers on best practices and technical know-how in analytics, data visualization and data management domains
· Manage team and vendors to ensure the required service standards are met and systems are highly available
· Work in agile methodology/scrum to design, develop and delive

Technically led data mash-up, data visualization, and report automation projects, advising teams and customers on analytics, data visualization, and data management best practices. Managed team and vendors, built interactive dashboards using Tableau and eCharts, and served as Tableau Admin for access governance, ETL optimization, and dashboard version publication.

· Perform business analysis, geospatial analysis and visual analysis to support management on evidence-based clinical quality performance monitoring and facilitate decision-making on quality improvement initiatives
· Develop suitable clinical quality indicators from appropriate data sources and support data management/analysis for Health Performance Office (HPO) indicators and ICP programs
· Mana

- Strategic integration of data and AI solutions to enhance business outcomes
- Best practices for leading AI implementation and fostering a data-driven culture
- Hands-on experience with machine learning models, data governance, analytics frameworks and Gen AI

- Mastered advanced data analytics techniques, including predictive modeling, regression analysis
- Enhanced proficiency in data visualization with tools such as Tableau and Python, creating impactful insights for decision-making
- Acquired in-depth knowledge of business intelligence and data warehousing to support strategic decision-making processes
- Developed and deployed machine learning model