I am
Lien.

Built automated lifecycle journeys driven by behavioural signals, engagement state, product usage, and value milestones, replacing standard time-based campaigns with dynamic customer-led automation across CRM, product database, and on-site messaging platforms.

Developed lead scoring models identifying early activation behaviours most strongly associated with long-term customer value, enabling prioritisation of high-intent users for BDM follow-up and targeted lifecycle escalation.

Partnered closely with engineering and developed working SQL capability to build behavioural triggers, CRM integrations, reporting layers, and automation workflows beyond standard platform limitations.

Built campaign-to-revenue attribution dashboards connecting lifecycle activity directly to Total Transaction Value (TTV), bookings, revenue, net profit, retention outcomes, and incentive spend across all active programmes.

Developed reporting infrastructure in Zoho Analytics and Looker Studio covering behavioural segmentation, lifecycle performance, conversion funnels, and channel attribution across email, in-product messaging, and push notifications.

Built and maintained a suite of operational dashboards used daily across Marketing and Sales teams, providing visibility into behavioural trends, transaction performance, campaign effectiveness, and high-value account activity across AU and US markets.

Delivered structured commercial reporting to leadership teams, translating lifecycle and CRM activity into measurable business outcomes to support roadmap, investment, and growth decisions.

Built lead conversion funnels measuring BDM effort, outreach touchpoints, and conversion rates at the individual team member level, connecting marketing pipeline to sales performance.

Designed commission structure tracking within the CRM, attributing bookings and TTV to the responsible BDM, enabling accurate commission calculation and incentive measurement.

Built a trigger-based BDM notification system: when agents do not engage with lifecycle touchpoints, a real-time notification fires to the relevant BDM to follow up personally.

Created agent-level and account-level views enabling Sales and Marketing leadership to identify at-risk accounts and where targeted outreach would drive the highest return.

Built automated post-support satisfaction surveys with CRM pre-fill and real-time low-score alerting to management using Zoho Desk, Zoho Survey, and workflow automation.

Turned a single founder thank-you video into personalised outreach for every top-tier customer at the right lifecycle moment, delivered automatically at scale.

Built n8n and AI-powered workflows for content generation and operational automation; designed social media workflow templates and delivered hands-on customer workshops.

Led campaign management including promotions, product launches, and customer journey design across both retail and trade channels.

Designed and implemented behaviour-based automated customer journeys to improve engagement and lifecycle performance; analysed funnel data to identify conversion opportunities.

Reduced marketing efficiency ratio to sustain 15% profitability while tripling Revenue Per Visit through offer engineering, CRO, and Facebook Ads creative testing.

Grew the email subscriber base from zero to 3,000 within 18 months, sustaining 40 to 50% open rates through behavioural segmentation and targeted lifecycle campaigns.

Built GA4 and Looker Studio reporting infrastructure from scratch, tracking channel performance and translating data into decisions across every area of the business.

Closed the business deliberately after achieving the commercial and learning milestones I had set. As a minimalist, I chose not to keep scaling a product I no longer believed was adding something meaningful to the world. The craft built here (systems, attribution, lifecycle thinking) transferred directly into what followed, at a much larger scale.

Conducted ongoing audits of global brand email strategies to surface best practices in acquisition, nurture, and retention, translating insights into tactical campaign improvements.

Built a User Generated Content portfolio to improve ad spend efficiency and social media reach.

Managed end-to-end campaign delivery including build, copy, asset coordination, QA, and scheduling across manual and triggered campaign types.

Completed month-end finance tasks including prepayments, accruals, and inter-company reconciliation in a timely and accurate manner across multiple divisions.

Performed gross margin analysis incorporating the effect of marketing campaigns and FX exposure from offshore manufacturing relationships.

Conducted industry and client research to identify transfer pricing issues and provided guidance on compliance requirements.

Prepared technical tax documents and research summaries for senior partner review and client presentation on a weekly basis.