At Chalhoub Group, I shaped data, BI and AI-enabled solutions with business and engineering teams across eCommerce, sales, supply chain, customer and marketing domains. I built attribution models connecting GA4 and Adjust data to sales outcomes across OMS systems, enabling cross-brand measurement of digital marketing and online-to-offline conversion.
I also led an AI-enabled Product Golden Record initiative, using supplier files, images and LLM workflows to generate standardised SKU schemas and enriched product descriptions. For BlueYonder, I oversaw integration delivery and enabled AI-assisted user support through a chatbot grounded in project documents and training videos.
At Traveloka, I led a team of Data Engineers building a product-agnostic data warehouse and unified data experience. I developed plans to move legacy systems from AWS to GCP, helped reduce Redshift assets by over 25%, and led optimisation of legacy Databricks jobs that reduced costs by approximately 30–40%.
Earlier, at Affine Analytics, I led analytics and data engineering delivery for clients including Expedia, Sears and Fitbit. For Expedia, customer segmentation and modelling improved selective targeting and increased conversion from 2–3% to 5–8%.
