Sophia He Yindi
Summary
Knowledgeable regional experience with strong background in consumer segmentation and personalization. Demonstrated effective communication and problem-solving skills in high-pressure environments.
Overview
9
9
years of professional experience
Work History
Regional Consumer Engagement and Personalization
Adidas
04.2024 - Current
- Spearheaded creation of consumer segmentation and gene enablement that increased overall consumer engagement for emerging markets.
- Developed churn reactivation framework and activations of high probability attrition consumers and re-engagement of lapsed consumers and significantly boosting market presence and consumer engagement.
- Increased consumer engagement through consumer segmentation and personalization on digital experience.
- Collaborated with stakeholders to onboard consumer engagement segmentation key focus and enable personalization at scale.
- Developed retention framework that effectively communicated brand value, driving consumer engagement and loyalty.
Digital Products Manager
DBS BANK
09.2019 - 04.2024
- Developed data-driven engagement strategies to drive 1 million monthly traffic into DBS NAV Planner by strategic customer engagements.
- Drove customer retention through personalized content creation, targeted nudges and recommendations, and improved app navigation experiences, resulting in 2X increase in monthly traffic.
- Collaborated with internal and external stakeholders to define engagement requirements, ensuring alignment with business objectives. Launched DBS Bingo - the first national wide Financial Planning Challenge and NAV Games - the first game within digibank.
- Implemented agile methodologies and Engagement Framework to optimize the development process and increase team efficiency.
- Enhanced engagement performance with thorough analysis of usage data addressing pain points and areas for growth, resulting in an increase in retention of digibank users.
- Established key performance indicators to measure success, adjusting strategies as needed to achieve desired outcomes.
- Spearheaded continuous improvement efforts by refining existing processes and introducing innovative solutions for customer engagements.
NAV
DBS BANK
03.2017 - 04.2019
- Grow NAV as the main financial planning platform for customers in Singapore
- Strengthened client relationships by actively listening to their needs and providing tailored financial solutions.
- Collaborated with cross-functional teams for seamless management of high-profile accounts, resulting in improved customer satisfaction.
Relationship Manager
DBS Bank
09.2015 - 03.2017
- Consistently exceeded quarterly sales goals by cultivating a strong network of professional contacts and referrals.
- Provided exceptional customer service, resolving issues promptly and maintaining client trust throughout the resolution process.
- Monitored financial markets closely to stay informed on industry trends, ensuring accurate advice and guidance for clients.
- Continuously updated personal knowledge of banking regulations and compliance requirements to minimize risk exposure for both clients and the organization.
- Evaluated portfolio performance regularly using advanced analytics tools, making strategic recommendations to optimize client returns.
Education
DELF A2 French - French
Alliance Francaise
02.2020
Bachelor of Science - Banking And Finance
University of London
03.2014
Skills
- Competitive Analysis
- Customer Segmentation
- Customer Engagement Analysis
- Data-Driven Decision-Making
- Key Performance Indicators
Accomplishments
- Drive 1 million monthly users in DBS NAV Planner
- Spearhead DBS Bingo Challenge as the first national wide campaign for Financial Planning
- Brainstorm and launched NAVGames - the first game within DBS digibank
Languages
English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Bilingual or Proficient (C2)
French
Elementary (A2)
Timeline
Regional Consumer Engagement and Personalization
Adidas
04.2024 - Current
Digital Products Manager
DBS BANK
09.2019 - 04.2024
NAV
DBS BANK
03.2017 - 04.2019
Relationship Manager
DBS Bank
09.2015 - 03.2017
Bachelor of Science - Banking And Finance
University of London
DELF A2 French - French
Alliance Francaise
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