Summary
Overview
Work History
Education
Skills
Hashtags
Languages
Timeline
Generic

Amy, Ming HAO

Data-driven, Problem-solving, Strategical-thinking
London

Summary

Data-driven problem-solver, Marketing Science Partner in Meta supported the largest advertisers in various verticals (ecommerce, CPG, gaming), and led global / regional measurement initiatives (Business Messaging, A&G P2P, Advanced Analytics etc.) with 11 years' experience and expertise in data science, performance optimisation, and marketing strategies. Working closely with advertisers, third parties and cross-functional teams across regions.

Overview

10
10
years of professional experience
4
4
years of post-secondary education

Work History

Marketing Science Partner

Meta
8 2022 - Current
  • Led measurement and experimentation strategies for global top advertisers in CPG and A&G (L'Oréal, LVMH, Activision Blizzard, Miniclip etc.), enable advertiser's business growth via data-driven marketing strategies.
  • Accountable for global measurement relationships with C-suite and senior leaderships on marketing and performance insights, optimised marketing efficiency by 65% with 35% incremental revenue via RCT, AB testing, MMM etc.
  • Led global / regional measurement initiatives (A&G Path To Performance Test, A&G meta-analysis, Advanced Analytics, 1PD strategy etc.) and actively worked with product team on product improvement.
  • Developer of Robyn MMM, an open-source ML-based Marketing Mix Modelling to empower advertisers to maximize marketing ROI and improve media channel efficiency, effectiveness, and saturation curves. Host Robyn bootcamps for external education and acceleration.

Marketing Science Partner

Meta
11.2019 - 07.2022
  • Led and optimized Meta's / x-channel marketing strategies for the two largest advertisers in APAC (Alibaba, SHEIN) to measure DR and branding advertising efficiency and effectiveness via Lift / AB tests, MMM, Advanced Analytics etc.
  • Transformed SHEIN into a brand-believer and MMM adopter with 3X ads spend in 2 years, lifted Alibaba's marketing efficiency and effectiveness by 145%. Both were recognized as MarSci lighthouse cases.
  • Global thought leadership & POC of Business Messaging measurement, led program narratives, GTM, competitor analysis, learning consolidation and innovated first-ever attribution tool to quantify sales value

Data Analyst

Asia Miles
03.2019 - 10.2019
  • Analysed market cannibalization, campaign performance, user behaviour for credit card using Python & SQL. Enabled new partnership with merchants and banks for loyalty programs.
  • Led the development of Qlik dashboards & pipelines, working closely with BUs, IT and vendors in data tracking, ETL, dashboard design and UAT. Doubled reporting efficiency and extented support coverage to marketing, loyalty and finance teams.
  • Led CRM Persona projects to segment customers using K-means Clustering, enabled loyalty team to tailor loyalty program offerings and marketing team to customize marketing strategies. Doubled CTR of email marketing.

Senior BI Analyst

PlayStudios Asia
01.2016 - 02.2019
  • 4X game ARPDAU by producing comprehensive data insights and optimising in-game experience via SQL. 2X decision-making efficiency by developing 600+ Tableau reports, e.g. user behaviour, ads performance, game economy, loyalty program.
  • Grew BI team from 1 to 4, developed fraud detection with real-time in-game data, and predictive models for Churned Users, Monetisation
  • Designed events tracking, BI data warehouse, ETL pipelines for 4 apps via Snowflake, SSIS & AWS.

Research Assistant

Marketing Engineering Center, CUHK
08.2014 - 12.2015
  • Assisted the CRM project for P&G China to construct a WeChat data tracking system, and built up the 360° customer database, incl. user profile, browsing & purchase data.
  • Deep dived into customer database, analysed customer shopping preference using SAS and designed an engine to recommend customised products and promotions.
  • Text mining and POS/CRM data analysis projects for various clients including: Social Listening for IBM HK, Midea Electric Ltd. China, and P&G China; Data Mining for local retail SMB companies.

Data Analyst

6waves
05.2014 - 01.2015
  • Conducted game economy reporting and in-depth player behavior analysis based on large datasets. Identified key trends and bugs and collaborated with cross-functional teams to optimize game performance, enhance user experience, and drive revenue growth.
  • Evaluated and optimised digital advertising campaigns and organic posts for multiple mobile and website games, in order to drive more engagement, stronger monetization and longer user retention.

Education

BBA - Quantitative Marketing; Japanese

Chinese University of Hong Kong
09.2011 - 12.2015

Skills

Data analysis (eg SQL, Python, R, SPSS)

Measurement (eg A/B test, RCT, MMM, GeoLift)

Project management and Strategic Planning

Visualisation (eg Tableau, Qlik, PowerBI)

Machine learning (eg NumPy, Pandas, Matplotlib, Scikit-learn)

Data Engineering (eg SSIS, AWS)

Hashtags

#DataExpert #Innovation #ProblemSolving #Collaborative #Gaming #eCom #CPG #DigitalMarketing #ML #StrategicPlanning #ProductLifecycle

Languages

English
Proficient
C2
Chinese (Mandarin)
Proficient
C2
Chinese (Cantonese)
Proficient
C2
Japanese
Intermediate
B1

Timeline

Marketing Science Partner

Meta
11.2019 - 07.2022

Data Analyst

Asia Miles
03.2019 - 10.2019

Senior BI Analyst

PlayStudios Asia
01.2016 - 02.2019

Research Assistant

Marketing Engineering Center, CUHK
08.2014 - 12.2015

Data Analyst

6waves
05.2014 - 01.2015

BBA - Quantitative Marketing; Japanese

Chinese University of Hong Kong
09.2011 - 12.2015

Marketing Science Partner

Meta
8 2022 - Current

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Amy, Ming HAOData-driven, Problem-solving, Strategical-thinking