I turn messy data
into revenue decisions
that execs act on.
Sixteen years of analytics for Coca-Cola, Astro, and growth-stage teams. Lakehouse architect, segmentation nerd, deck-builder-in-chief.
I turn messy data into revenue decisions that execs act on.
16 years building analytics for Coca-Cola, Astro, and growth-stage teams.
Four projects, one ladder. Built on Gartner's Analytics Ascendancy Model.
The model maps how analytics matures: see what's happening, then explain why, then anticipate what's next, then act. The four cases below are one project per rung — what I'd ship if I joined your team on Monday and walked the ladder.
Most teams plateau at diagnostic. The leverage is in the upper-right — and it compounds: a prescriptive loop is only trustworthy if the descriptive layer beneath it is honest.
The RFM engine that taught Coca-Cola's eB2B who to talk to.
Trade marketing was blasting the same promo to every outlet on CokeBuddy. I built a scoring engine on OneLake that blends offline DMS sales with in-app eB2B orders — piped daily to MoEngage.
The RFM engine that taught Coca-Cola's eB2B who to talk to.
Offline DMS + eB2B orders, scored nightly, piped to MoEngage.
Where I've worked, what I shipped.
Three chapters, each roughly a presidential term. The throughline: analytics that changes decisions, not slide count.
Lakehouse architecture from scratch on MS Fabric + OneLake. RFM engine → MoEngage. Trade promo experiments with real uplift.
Six years on subscription. Freemium funnel, sports churn model, telco bundle analysis. 4–5M devices watched nightly.
Wellness startup. CLTV models, content-to-conversion measurement, +31% lead gen in the first two quarters.
WiMAX network. Built the CX index, tag management, and a whole lot of churn dashboards.
Where I've worked.
Things I've built that you can poke at.
Daily cohort scoring pipeline, OneLake → MoEngage.
Revenue simulator — drag sliders, see projected lift.
Python ETL + dashboard for Malaysian gov data.
25k support interactions → $1.4M savings.
Free-to-paid conversion on 2M installs.
Seasonal retention model for sports subscribers.