Aisha Jufri
Summary
Data-driven insights manager with a passion for understanding the whys and uncovering the so-whats to help business make informed decision. Recognized for meticulousness and attention to detail as well as the ability to translate complex data into meaningful insights to drive strategic initiatives. Equipped with measurement experience and skillset highly transferrable across industries. Skilled at working individually as well as cross-functional teams to deliver impactful results
Overview
16
16
years of professional experience
Work History
Manager, Marketing Insights & Analytics
Singtel Telecommunications Limited
07.2018 - Current
- Partner closely with Singtel TV content team to provide meaningful analysis into performance of channels and content provisioned on the platform for yearly review assessment key to making informed renewal decisions
- Developed highly compelling insights positioning Singtel TV as the leading avenue to potential advertisers, strongly boosting adsales’ commercial sponsors’ acquisition
- Created data-driven adsales collaterals showcasing performance of renowned football tournament., Premier League, on Singtel TV ultimately igniting advertisers’ interest and yearly take-up of commercial sponsorships
- Conducted quantitative survey in collaboration with various departments (Adsales, Content, Product) to determine campaign effectiveness, product strategy and optimal price points actionable in driving strategic initiatives for these departments
- Improved customer targeting for the Customer Lifecycle Management (CLM) department by provisioning relevant customer leads based on their viewership behaviour analysis
- Regular production of reports keeping departments abreast of Singtel TV’s latest performance pivotal in adapting to changing market conditions
- Implemented an excel-based formulated worksheet for the adsales team which significantly eliminated man hours originally required to perform labour intensive task
Assistant Manager, Consumer Insights & Measurement
Discovery Networks Asia-Pacific Pte Ltd
11.2016 - 07.2018
- Derived actionable insights through customer behavioural segmentation study to profile viewers of Discovery Networks which ultimately guide the different departments in their content and marketing strategies
- Leveraged on various data sources (TV viewership, quantitative and syndicated studies from Nielsen, Kantar and Global Web Index) in forming compelling narrative which contributed to adsales team’s success in converting 40% of prospective advertisers to clients
- Developed a content database for the content department to measure effectiveness of content across different channels, genres and target audience crucial in making data-driven content acquisition decisions
Research Analyst
Discovery Networks Asia-Pacific Pte Ltd
07.2012 - 10.2016
- Collaborated with analysts from regional offices (EMEA, LATAM, ANZ and North Asia) to generate highly compelling insights to support regional adsales deal
- Supported team in regular analysis review of Discovery Networks across different regions key to driving specific strategies for each region
- Presented findings to internal stakeholders in a clear and concise manner to facilitate decision making
- Managed the team’s research budget, providing feedback on cost-cutting potentials to supervisor
Client Service Executive
The Nielsen Company (Singapore) Pte Ltd
04.2010 - 07.2012
- Responsible for servicing clients across various industries (financial services, FMCG, government) which included defining project scope and development of proposal to deliver on client’s research objectives
- Project coordination includes liaising with different functions such as the Project Management, Data Acquisition and Data Processing team ensuring smooth execution of project
- Analysis and presentation of quantitative report findings, delivering insights and recommendations key to client's business needs in a clear, concise and succinct manner
Research Executive
ML Research Consultants Pte Ltd
04.2008 - 03.2010
- Specialised in servicing clients from government bodies with key responsibilities including scoping of proposals based on client's research objectives, working closely with client to deliver project deliverables in the highest quality and timely manner
- End-to-end project management which entailed creation of questionnaire, briefing and training of fieldwork interviewers, data processing using data analytical software, SPSS
- Structuring and analysis of survey findings, delivering actionable insights key to client's research objectives
Education
Bachelor of Business (Marketing) With Distinction -
Royal Melbourne Institute of Technology University
12.2007
Diploma in Marketing -
Temasek Polytechnic
04.2006
Skills
Technical Skills
- Survey design and development across multiple platforms
- SPSS
- Microsoft Office (Excel, PowerPoint, Word)
- Research Agencies' analytical proprietary software (Instar Analytics by Kantar, Evogenius by GfK, AdvantEdge by TechEdge, Arianna by Nielsen)
- Currently undertaking Microsoft Power BI & SQL Udemy online courses to be applied in present work at Singtel
Soft Skills
- Teamwork & collaboration
- Attention to details
- Problem solving
- Analytical thinking
Languages
English
Bilingual or Proficient (C2)
Malay
Bilingual or Proficient (C2)
Chinese (Mandarin)
Beginner (A1)
Timeline
Manager, Marketing Insights & Analytics
Singtel Telecommunications Limited
07.2018 - Current
Assistant Manager, Consumer Insights & Measurement
Discovery Networks Asia-Pacific Pte Ltd
11.2016 - 07.2018
Research Analyst
Discovery Networks Asia-Pacific Pte Ltd
07.2012 - 10.2016
Client Service Executive
The Nielsen Company (Singapore) Pte Ltd
04.2010 - 07.2012
Research Executive
ML Research Consultants Pte Ltd
04.2008 - 03.2010
Bachelor of Business (Marketing) With Distinction -
Royal Melbourne Institute of Technology University
Diploma in Marketing -
Temasek Polytechnic
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