Sunny Lam, MPhil MBA

Past

Senior Manager, Marketing Data Analytics at CPA2Biz, Inc.
Business Analyst at International Customer Loyalty Programme Limited
Market Analyst at The Excelsior Hotel

Business Analyst at Li & Fung (Retailing) Limited

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1 more...

Education

Binghamton University - School of Management
Hong Kong Polytechnic University
The City University of Hong Kong

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Connections

197 connections

Industry

Marketing and Advertising

Websites

My Company

Sunny Lam, MPhil MBA’s Summary

Methodological and performance-driven professional in marketing analytics. Definitive strengths in conceptualizing information needs and translating information into actionable business and marketing recommendations. Broad skill-set encompasses:

Database Marketing
Loyalty Marketing
Customer Relationship Management
Statistical Modeling / Analytics
Internet Marketing
Marketing Research
Yield / Revenue Management
Account Management

The marketing paradigm has shifted and the growing trends of social media marketing and one-to-one marketing have redirected my physical and mental energy. I will be keeping my fingers crossed to continue to integrate my skill-set with the new marketing economy. I welcome your thought in sharing your experience with me.

Sunny Lam, MPhil MBA’s Specialties:

Industry Verticals:
Retailing, Hotel, Airline and B2B Marketing.

Software:
Excel, Word, PowerPoint, Visio, ACCESS, SQL, FoxPro, SAS, SPSS, Systat, Conjoint Suite

Sunny Lam, MPhil MBA’s Experience

Senior Manager, Marketing Data Analytics

CPA2Biz, Inc.

(Non-Profit; Accounting industry)

November 2004 — September 2009 (4 years 11 months)

Leveraged analytic models, software and people power to grow the customer base and customer share in the on-line and off-line environment-
• Built up an automated and robustic revenue monitoring/forecasting model. This model is being adapted as a standard model for formulating both tactical and strategic decisions.
• Developed a standardized campaign measurement tool for measuring the impact and return on investment of direct mailings.
• Managed the campaign cycle, from project initiation, list segmentation, response measurement, to feedback customer behavioral findings to business owners.
• Automated the customer profiling analysis routine for the entire portfolio of conference products, and this resulted in more efficient use of resources.
• Devised a service simulation system to monitor the service level of web order processing, and this resulted in a significant increase in customer satisfaction.
• Oversaw the reporting routine (e.g. online sales, channel migration tracking, business performance indicators and booking curves) and ensured analyses/statistics were disseminated to the right parties at the right time.
• Interacted cross-functionally to research and identify analysis needs (e.g. online product recommendation logic, product affinity analyses and business solution product lead conversion cycle) as well as to make appropriate recommendations and commentary.
• Researched analytic tools and best practices by attending web seminars, participating online group discussions, as well as attending offline networking events.
• Facilitated the above analytical activities by leveraging data sources via different software interfaces (e.g. Oracle Discoverer, Blue Martini Business Intelligence, Coremetrics, DreamMail and SalesForce).
• Supervised two reports (List Manager and Analyst) to implement the above models; facilitate the above analytical activities; and build up their skill assets (e.g. web analytics and advanced SQL).
Business Analyst

International Customer Loyalty Programme Limited

(Marketing and Advertising industry)

February 2000 — December 2001 (1 year 11 months)

Provided strategic analyses to support the service center management for better customer relationship management and forward planning purposes in a people-focused and global servicing operations environment-
<Planning, Forecasting and Customer Relationship Management>
• Collaborated with the client and partner to develop clear performance measurement objectives for all service center functions (call center, partnership operations, ticketing, correspondence, etc), as well as to strengthen the business information flow from the service center to the client.
• Improved the customer data quality, streamlined the data storage and data capturing mechanism so as to facilitate better customer relationship management, as well as to increase analysis capability. Areas of analysis included but not limited to monitoring service levels and staff productivity, identifying bottle necks and forecasting future call volume (e.g. using decompositional model).
• Researched and identified the opportunity of information uses for maximizing loyalty programme value.
• Interfaced with all levels of staff, client and the partner to materialize the above job tasks and initiatives, as well as to provide feedback on areas requiring further systems development and process enhancement across all service center functions.
Market Analyst

The Excelsior Hotel

(Hospitality industry)

June 1997 — January 2000 (2 years 8 months)

Provided analytical support to the sales & marketing team for market planning, execution and control; enhanced the reporting function, developed and established measurement and modeling tools across the core functions of an integrated marketing environment-
<Database Marketing>
• Analyzed customer databases, compiled target mailing lists, tracked campaign effectiveness, analyzed consumer response behavior, improved data quality, provided systems training to new colleagues, as well as provided troubleshooting as the liaison with the MIS department and outside software suppliers.
<Loyalty/Relationship Marketing>
• Proactively sought to enhance better loyalty/relationship marketing operations. Developed and implemented the booker incentive programme systems with the vendor, identified areas requiring further systems development to improve analysis capability, as well as integrated booking/redemption patterns into marketing input.
<Account Management>
• Served as a data bank in disseminating accounts performance statistics and exchanging analysis know-how with different regional sales offices, sister hotels and the head office. Conducted sales analysis to manage the accounts portfolio and measure sales staff performance.
<Yield/Revenue Management>
• Developed a system for managing the hotel function space occupancies. Developed the yield culture, aligned internal customers, built actionable segmentation models for monitoring revenue build-up, enhanced the reporting function for inventory control, identified analytical issues that might impact future marketing analysis, as well as studied the technical aspects that were pertinent to materializing the ultimate goal.
<Market Research & Analysis>
• Served as a market information coordinator. Gathered market and competitors’ information from external organizations and hoteliers, benchmarked competitors’ performance, delivered ad hoc reports as well as provided interpretation and recommendations for management.
Business Analyst

Li & Fung (Retailing) Limited

(Retail industry)

February 1994 — March 1997 (3 years 2 months)

Conducted marketing research and business analysis in support of the corporation’s market planning and business development needs-
<Marketing Research>
• Designed, supervised and coordinated both regular (e.g. customer satisfaction survey) and ad hoc quantitative marketing research projects, as well as analyzed research findings and compiled research reports.
• Collected, analyzed and interpreted market intelligence from competitors and external organizations (e.g. consumer council, statistics bureau and equity research institutions) to facilitate business decision making.
• Provided marketing support to the Marketing and Strategic Planning Consultant (e.g. conducting qualitative consumer behavioral research).
• Assisted directors in exploring new business opportunities (e.g. retail company acquisition and China business development).
<Business Analysis>
• Conducted business analysis such as sales trend forecasting, category management and product mix investment appraisal (e.g. using regression, decompositional model and discounted cash flow technique) in networking with different business units and support departments.

Sunny Lam, MPhil MBA’s Education

Binghamton University - School of Management

Master in Business Administration , Marketing (2004)
Hong Kong Polytechnic University

Master of Philosophy , Tourism Management

Activities and Societies:

Published a paper:

“Predicting Hotel Choice Decisions and Segmenting Hotel Consumer: A Comparative Assessment of a Recent Consumer Based Approach”, Journal of Travel & Tourism Marketing, 11(1), 2001;

This paper was presented in the International Research Conference on Service Management, LARGO, University of Angers, France, March 22 and 23, 2001.
The City University of Hong Kong

Bachelor of Arts , Quantitative Analysis for Business