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Hi, I’m Xiaobo (Rex) Wu, a Senior Data Analyst and BI Developer with over a decade of experience in global technology organisations. I specialise in data-driven marketing strategies and campaign optimisation, turning complex data into actionable insights and scalable dashboards. I’m adept at SQL, Power BI, Python, and Tableau, and I enjoy collaborating with cross-functional teams to translate business questions into measurable results. I thrive in Agile environments, delivering iterative improvements and clear visualisations that empower stakeholders to make informed decisions. I’m passionate about data governance, mastering data management, and creating user-friendly analytics that drive real business value in marketing and beyond.…Hi, I’m Xiaobo (Rex) Wu, a Senior Data Analyst and BI Developer with over a decade of experience in global technology organisations. I specialise in data-driven marketing strategies and campaign optimisation, turning complex data into actionable insights and scalable dashboards. I’m adept at SQL, Power BI, Python, and Tableau, and I enjoy collaborating with cross-functional teams to translate business questions into measurable results. I thrive in Agile environments, delivering iterative improvements and clear visualisations that empower stakeholders to make informed decisions. I’m passionate about data governance, mastering data management, and creating user-friendly analytics that drive real business value in marketing and beyond.

Xiaobo Wu

Data Analyst, Data Scientist, Data Visualizer, +2

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Hi, I’m Xiaobo (Rex) Wu, a Senior Data Analyst and BI Developer with over a decade of experience in global technology organisations. I specialise in data-driven marketing strategies and campaign optimisation, turning complex data into actionable insights and scalable dashboards. I’m adept at SQL, Power BI, Python, and Tableau, and I enjoy collaborating with cross-functional teams to translate business questions into measurable results. I thrive in Agile environments, delivering iterative improvements and clear visualisations that empower stakeholders to make informed decisions. I’m passionate about data governance, mastering data management, and creating user-friendly analytics that drive real business value in marketing and beyond.…Hi, I’m Xiaobo (Rex) Wu, a Senior Data Analyst and BI Developer with over a decade of experience in global technology organisations. I specialise in data-driven marketing strategies and campaign optimisation, turning complex data into actionable insights and scalable dashboards. I’m adept at SQL, Power BI, Python, and Tableau, and I enjoy collaborating with cross-functional teams to translate business questions into measurable results. I thrive in Agile environments, delivering iterative improvements and clear visualisations that empower stakeholders to make informed decisions. I’m passionate about data governance, mastering data management, and creating user-friendly analytics that drive real business value in marketing and beyond.

Available to hire

Hi, I’m Xiaobo (Rex) Wu, a Senior Data Analyst and BI Developer with over a decade of experience in global technology organisations. I specialise in data-driven marketing strategies and campaign optimisation, turning complex data into actionable insights and scalable dashboards. I’m adept at SQL, Power BI, Python, and Tableau, and I enjoy collaborating with cross-functional teams to translate business questions into measurable results.

I thrive in Agile environments, delivering iterative improvements and clear visualisations that empower stakeholders to make informed decisions. I’m passionate about data governance, mastering data management, and creating user-friendly analytics that drive real business value in marketing and beyond.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Work Experience

Career Break

December 1, 2022 - November 7, 2025

Focused on family responsibilities while maintaining professional development through freelance analytics and BI consulting projects, including AI model evaluation and data annotation projects.

Team Leader – Data and Analytics, APJ Marketing at Citrix Systems

November 30, 2022 - November 30, 2022

Led the APJ Marketing Data Team, collaborating with cross-functional stakeholders to consolidate data from multiple sources into a unified dashboard. Built data-driven marketing insights, tracked KPIs, and evaluated program effectiveness. Drove ABM initiatives by designing strategic dashboards and customer profiles, contributing to a $40M+ pipeline. Spearheaded data integration for 50+ marketing and sales managers, improving execution efficiency across 200+ campaigns.

Marketing Data Analyst at Citrix Systems

August 31, 2013 - August 31, 2013

Collaborated with campaign managers to define data requirements and optimize marketing activities. Managed lead import and CRM (Salesforce.com) for APJ campaigns, tracked outcomes and ROI. Improved campaign performance by 30% through data integrity enhancements; led data list processes for 500+ campaigns annually; implemented ETL processes to transfer data across repositories, boosting analytics accuracy and efficiency.

Business Analyst at Mapdata Interface Pty Ltd

August 31, 2010 - August 31, 2010

Initiated and implemented automotive Fleet Customer System to streamline operations and enhance customer experience. Generated geographic and demographic reports to support data-driven decisions; conducted statistical analysis to improve category classification; built buyer profiles and prospect lists; developed data processing programs to cut costs by 30% and improved data quality; implemented CRM for dealers to capture customer information and KPI tracking.