About Me

My work has always sat close to the decisions businesses need to make.

My background in business began with a Bachelor’s degree in Entrepreneurship, which gave me a broader understanding of how different parts of a business work together. From operations and marketing to finance and strategy, it helped me appreciate the bigger picture and how decisions in one area can affect the rest of the business.

I started my professional career coordinating projects for an ecommerce agency, where I gained practical exposure to how online businesses operate across marketing, ecommerce, and day-to-day execution. I later moved into ecommerce and operations roles, where I found myself naturally gravitating toward the numbers behind the work.

As my experience grew, I wanted to develop a deeper understanding of marketing beyond its day-to-day execution. I pursued a Postgraduate Certificate in Digital Marketing from the Asian Institute of Management (AIM), in collaboration with Emeritus, which helped me strengthen my understanding of marketing principles, digital strategies, and how businesses create value in an increasingly competitive digital environment.

Over time, my interest shifted toward understanding not just how businesses execute their strategies, but how they evaluate whether those strategies are actually working.

That interest grew when I began building reports and dashboards to help teams make sense of their performance. As my marketing experience expanded, so did the questions I wanted the data to answer. Not just discovering what happened, but why it happened, what mattered most, and what we should do next.

Today, I work across business analytics, marketing, growth, and strategy. I use data to investigate performance, identify opportunities, build reporting and analytical frameworks, and help turn findings into practical business decisions.

I’m also currently pursuing my Master’s in Business Analytics, strengthening the technical side of that work while continuing to apply what I learn to real business problems.

Looking back, these experiences have shaped how I approach business problems. My background in entrepreneurship helps me consider the bigger picture, my experience in marketing and operations gives me an understanding of how businesses work in practice, and my growing expertise in analytics helps me investigate questions with greater depth.

That thinking is also where the name StartSimplified comes from.

Businesses have more data, tools, and technology available to them than ever, but more does not always mean clearer. I believe the best place to start is by simplifying the problem, understanding the decision that needs to be made, and then using the right data and tools to support it.

For me, StartSimplified is about making complex business questions easier to understand and act on.