Business Intelligence | Pricing Strategist | Process Improvement
Metro Manila
Business Insights and Pricing Strategist with 18 years of experience in financial services (fintech), e-commerce, online gaming, digital marketing and advertising. Proven track record in driving revenue growth, business analysis, process improvement, and leveraging competitive intelligence, with extensive experience in developing pricing model, automating process, and enhancing user experience. Expert in transforming complex data into commercial strategies for executive leadership. Skilled in eliminating waste in workflows, reducing inefficiencies, and boosting operational process. Demonstrated expertise in using data and market insights to optimize pricing, lending decisions, and customer strategies, contributing to a 200% increase in interest income and a 99% reduction in pricing update time.
PawnHero Pawnshop, full_time
Jul 2015 to Present
Lead business intelligence, pricing, commercial analytics, process improvement, and operational performance initiatives for a fintech/e-commerce business. Partner with executive leadership and cross-functional teams to translate business data and customer insights into strategies and operational improvements. Strategic Product Pricing & Revenue Optimization Analyze business KPIs to balance profitability and pricing decisions, evaluating e commerce margins and sales velocity alongside pawning loan acceptance rates to ensure competitive yet sustainable strategies. Partner with Finance, Marketing, Sales, and Operations to align pricing decisions with revenue, margin, and business strategy objectives. Research and propose new categories, brands, and products not yet in the catalog, collaborating with Sales, Marketing, and Operations to expand acceptance, broaden customer reach, and capture new opportunities. Establish and implement standardized pricing guidelines across 11 product categories ensuring portfolio consistency and market competitiveness. Architected and recommended dynamic pricing frameworks, increasing total interest income by 200% and boosting Apple products transactions by 50%. Benchmarked market dynamics using competitive intelligence frameworks (e.g. Price Piano), directly influencing loan-to-value (LTV) ratios and maximizing sales margins across channels. Process Excellence & Customer Experience Analyze customer feedback and engagement through post journey surveys and feedback monitoring, translating insights into UX/UI, service, and pricing improvements. Streamlined customer documentation and recommended KYC process updates to the Compliance Officer, achieving a 33% reduction in process costs. Conceptualized and improved the suspicious transaction monitoring process using PowerBI. Improved reporting time and process by leveraging AI assisted Python development to build automated reporting solutions, improving efficiency and accuracy. Developed a dynamic pricing model for gadgets that enhanced efficiency, cutting price update turnaround time by 99.23%. Designed a loan calculator using AI, integrating live gold prices via API and automating the shift from manual to system based processing, improving efficiency by 99%. Market & Competitive Intelligence Conducts in-depth competitor analysis to determine their pawning process, pricing and marketing strategies. Performs industry-wide analysis by assessing competitors (both direct and indirect), also reviews pawnshop practices in other countries to identify broader market trends and alternative approaches. Initiated a mystery pawner program to gain insights into customer behavior, needs, and preferences. Business Performance Monitoring and Analysis Leads monthly database audits to identify data quality issues, strengthen data integrity, and ensure compliance with BSP regulatory requirements. Reports directly to the COO, analyzing business performance across sales, marketing, pricing, operations, and customer metrics to identify trends and opportunities that guide management decisions and business priorities. Leveraged customer data and behavioral insights to identify high-value segments and develop customer personas, shaping digital ads targeting, campaign strategy, and customer acquisition priorities. Conceived and directed enterprise wide dashboard framework, enabling each department to monitor their results and make faster data driven decisions.
Bodog, full_time
Jun 2014 to Jun 2015
Proposed website enhancements and designed A/B testing initiatives using VWO to improve user experience and website performance. Implemented campaign tracking codes to ensure accurate measurement and attribution of marketing initiatives. Developed Business Requirements Documents (BRDs) for website enhancements and analytics tracking implementation. Created and maintained website performance reports and dashboards using Adobe SiteCatalyst. Analyzed email marketing performance, identified drivers of bounce and low open rates, and presented weekly insights and recommendations to stakeholders. Recommended optimized email subject lines to improve open rates. Evaluated website and user behavior to identify trends, opportunities, and areas for improvement. Investigated abandonment and drop-off patterns, translating user behavior findings into UX recommendations to improve retention.
Bodog, full_time
Apr 2013 to Jun 2014
Led end-to-end digital advertising operations, coordinating campaign planning, creative assets, tracking, translation, launch, and performance monitoring across Asian markets including Thailand, Vietnam, China, and Malaysia. Managed social media advertising budgets and optimized campaign performance based on conversion, engagement, and acquisition metrics. Built campaign tracking links and measurement structures to accurately attribute traffic and conversions across digital channels. Analyzed conversion funnels across visits, registrations, and deposits across all regions to identify drop-off points and recommend campaign and user-experience improvements. Managed social listening through Synthesio, monitoring audience sentiment, engagement, and emerging customer trends. Partnered with Marketing and Creative teams to optimize campaign execution and improve performance across multilingual markets. Produced weekly campaign performance reports and post-campaign analyses, translating data into recommendations for Marketing stakeholders.
Virus Inc, full_time
Aug 2012 to Apr 2013
Successfully led and delivered 15+ digital projects within 8 months, including microsites, websites, Facebook applications, and digital marketing campaigns. Optimized resource allocation using historical man-hour data, improving team efficiency and project turnaround. Developed project plans and created burndown charts, user flows, process maps, and budgets. Introduced a project management tool called Asana to improve project tracking and team collaboration. Provide weekly and monthly project status and progress to the Managing Director. Implemented Google Analytics tracking across our website projects to track performance and customer behavior. Led daily stand-ups and project meetings to drive alignment and delivery.
The Visionaire Group LA (Wideout), full_time
Mar 2008 to Aug 2012
Directed creative strategy for all rich media projects, ensuring cohesive brand execution and animation. Managed project deliverables and turnaround time. Authored comprehensive “Best Practices” guide for design and animation and created user manuals for ad platforms (Mediamind, DoubleClick, and PointRoll) Mentored and trained team members and new hires, fostering a culture of growth and collaboration. Strengthened client relationships through daily coordination and collaboration with US counterparts, driving alignment and trust across cross-border teams. Oversaw design and animation quality assurance, consistently meeting and exceeding client standards while streamlining approval processes.