Global Value-Based Segmentation Rollout
Delivery Hero — APAC, EU, MENA, LATAM
Unified fragmented local segmentation models into a shared framework that supported cross-market alignment and became the basis for group-level ROI calculations.
Selected Work
Case notes outlining structural marketing initiatives across global organizations.
Behavioral Segmentation for Advertiser Education
Amazon Ads — Global
Built a behavioral segmentation model for webinar and educational communications, shifting from broad distribution to relevance-based targeting and improving open rate and click-through rate.
Session-Based Product Launch
Adviqo
Identified a monetization gap in high-engagement but low-depth user behavior, contributing to the development of a new session-based product that increased cash GMV by 10%.