Sophia He Yindi
Summary
Experienced Consumer Engagement Manager skilled in driving cohort strategies, churn reactivation, and personalization across multiple markets. Proven ability to boost customer engagement and revenue through data-driven campaigns and cross-functional collaboration.
Overview
10
10
years of professional experience
Work History
Regional Consumer Engagement Manager
Adidas
04.2024 - Current
- Identified and onboarded 10 priority consumer cohorts across 12 markets, integrating monthly cohort plans into brand and commercial campaigns.
- Monitored cohort performance, achieving 3% improvement in engaged to buy rate YOY through continuous optimization and personalization.
- Partnered with Global Consumer Engagement driving adoption of brand profiles and recommended cohorts across the region.
- Strategized and led large-scale churn reactivation programs, achieving a 1% increase in reactivated customers and generating over €1 million in demand.
- Established and activated 5 pilot programs for priority cohorts, achieving 11% increase in engaged base YOY.
- Designed and executed 10 A/B tests that improved key personalization metrics, including click-through and conversion rates.
- Ensured alignment among internal/external stakeholders for successful Marketing Integration with third-party tools (SFMC, Tealium)
- Served as the single point of contact supporting cluster CRM teams and Movable Ink on service requests, improving issue resolution and team efficiency.
- Evaluated Global use cases for local-market fit, prioritizing the most effective strategies for rollout.
- Partnered with CRM teams to develop reporting dashboards, communicating results and insights via Movable Ink.
- Maintained strong knowledge of Movable Ink tools, project-managing Global use cases to drive Consumer Engagement KPIs.
Digital Products Manager
DBS BANK
Marina Bay Financial Centre
09.2019 - Current
- Developed data-driven engagement strategies to drive 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
Singapore, Singapore
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
Singapore
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
- Strategized and led large-scale churn reactivation programs at Adidas, achieving a 1% increase in reactivated customers and generating over €1 million in incremental demand.
- Drove 1 million monthly active users for the DBS NAV Planner, enhancing user engagement and platform adoption.
- Spearheaded the DBS Bingo Challenge, the first nationwide financial planning campaign, increasing customer participation and awareness.
- Conceptualized and launched NAVGames, the first game integrated within DBS digibank, driving innovative customer engagement.
Languages
English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Bilingual or Proficient (C2)
French
Elementary (A2)
Timeline
Regional Consumer Engagement Manager
Adidas
04.2024 - Current
Digital Products Manager
DBS BANK
09.2019 - Current
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