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I’m a Marketing Analytics Specialist with over a decade of experience optimizing campaigns across APAC using SQL, Python, and BI tools. I focus on driving ROI and improving ROAS through data-driven insights. I excel in building scalable dashboards, conducting attribution analyses, and turning complex data into actionable growth strategies across digital channels.…

Lam Yi Lin

Data Analyst, Data Scientist, Marketing Analyst, +2

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I’m a Marketing Analytics Specialist with over a decade of experience optimizing campaigns across APAC using SQL, Python, and BI tools. I focus on driving ROI and improving ROAS through data-driven insights. I excel in building scalable dashboards, conducting attribution analyses, and turning complex data into actionable growth strategies across digital channels.…

Available to hire

I’m a Marketing Analytics Specialist with over a decade of experience optimizing campaigns across APAC using SQL, Python, and BI tools. I focus on driving ROI and improving ROAS through data-driven insights.

I excel in building scalable dashboards, conducting attribution analyses, and turning complex data into actionable growth strategies across digital channels.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Work Experience

DATA ANALYST (Marketing Campaign Performance) at ATTIX APAC Pte Ltd

May 1, 2024 - October 1, 2025

Analyzed marketing campaign and investment data to evaluate performance across channels (digital advertising, email, social). Developed KPI reports (CPL, ROAS, Investments, Conversion Rates, CAC, CLV) and identified data quality issues, collaborating with teams to ensure data integrity.

FREELANCE DIGITAL MARKETING at Self-Employed

January 1, 2023 - Present

Managed digital campaigns across Meta/IG, Google, and TikTok with budgets up to SGD 50K per month. Monitored CTR, CPC, and CPA; implemented optimisations, adjusted targeting and creatives, and reallocated budgets to top-performing assets to maximise ROAS.

CAMPAIGN PERFORMANCE ANALYST at Philips Domestic Appliances Pte Ltd

November 1, 2020 - December 1, 2022

Planned and executed data-driven digital marketing strategies for APAC; collaborated with internal teams and agencies for promotions, content, and creative briefs. Built and maintained campaign performance dashboards and continuously optimised campaigns to improve CTR, CPC, Add to Cart, CPA, Conversion Rate, and ROAS, achieving up to 900% ROAS improvements.

REGIONAL DATA ANALYST at Cheil Singapore Pte Ltd

December 1, 2019 - August 1, 2020

Utilised Adobe Analytics to analyse Samsung.com performance. Developed monthly web analytics reports (Visits, Sales Engagement, Conversion Rates by Traffic Source, Device Analysis, Frequency, Demographics) and recommended personalized website campaigns increasing conversions by 3-5%.

SENIOR MARKETING EXECUTIVE at Symantec Asia Pacific Pte Ltd

April 1, 2016 - October 1, 2019

Developed monthly end-to-end marketing funnel reports and dashboards for digital campaigns across 15 countries. Analyzed personas for email segmentation; increased Asia-Pacific website traffic by 5% monthly. Created 40+ database segmentations monthly to support personalised campaigns, yielding 5% CTR increase, 10% MQL growth, and 5% sales pipeline growth.

E-COMMERCE EXECUTIVE at Fuji Xerox Singapore Pte Ltd

January 1, 2014 - March 1, 2016

Led the launch of a new e-commerce site with integrated sales fulfillment and customer care workflows, coordinating requirements gathering to successful delivery on time and within budget.