Work on Perk Up, Innity's B2B2C acquisition and rewards platform, connecting merchants with digital communities through incentive-led campaigns and supporting a CPA-based commercial model. Translate merchant acquisition goals and partner requirements into campaign journeys, defining entry points, application flows, mission rules and reward-claim steps so users can move from discovering an offer to completing the required action. Define conversion verification, CPA attribution and reward eligibility requirements, distinguishing merchant-recognised mission completions from user reward claims to support accurate campaign reporting and fulfilment. Develop GA4, Google Tag Manager and UTM tracking plans for engagement, application intent and reward actions, while identifying measurement gaps where users move between Perk Up, partner platforms and merchant systems. Use Python to structure and analyse secondary research data, and Tableau to visualise digital reward mechanics and user-journey patterns. Compare publicly documented Hong Kong campaign rules with a separately identified simulated event dataset to inform Perk Up product discussions without treating research data as platform performance. Analyse acquisition and funnel behaviour across publisher partnerships and paid social. For a separate campaign, assess 31K+ sessions and 36K+ page views in its first launch week to identify journey friction and recommend improvements. Build Power BI and Looker Studio dashboards to make acquisition, engagement and campaign performance visible to product and commercial stakeholders, and coordinate Business Development, Engineering, Design, QA/UAT and clients through requirements, testing and launch readiness. Financial Services Merchant Engagements: CITIC Bank | FUBON

Managed 30+ digital campaigns per quarter across microsites, banners, eShop and app content, coordinating cross-functional delivery to achieve 95% on-time launch performance. Coordinated 5-10 weekly content updates and resolved 3-5 urgent site issues per month by working across internal teams and external digital agencies, balancing competing priorities and delivery timelines. Led localisation across 10+ campaigns in English, Bahasa Malaysia and Chinese, coordinating content requirements and stakeholder approvals across multiple digital touchpoints. Improved project tracking and stakeholder visibility across 5-6 concurrent projects using Trello, Teams and Figma, streamlining approvals and supporting timely delivery.