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SENTHIL SUKUMAR

E-mail: senthilsukumar.87@gmail.com | Phone: +82 010 3487 3423 | LinkedIn: https://www.linkedin.com/in/senthilsg/
Note: Singaporean citizens don't require a H-1B working visa. Access to easy H-1B1 visa instead due to U.S.-Singapore Free Trade Agreement

WORK EXPERIENCE
Coupang Nov 2015 - Present
Senior Business Analyst (Present, 12 months) Seoul, South Korea
- Currently own product analytics and business reporting for Seller Services, Product Reviews and Marketing. Primary goal is to
improve Conversion, Spend Per Customer and Usage metrics via Segmentation, Cohort Churn/Retention, A/B and other analyses
- Improved conversions from marketing app push notifications from less than 2% to over 7% in under 1 month by identifying top
spenders per campaign to retarget lookalike segments, and leveraging seasonal factors to increase product relevance
- Increased monthly new product registrations from existing Sellers by over 50% by performing cohort/YoY analyses of top 20%
Sellers, and identified at-risk Sellers and categories with declining selection registration volume for 3P team to prioritize/support
- Reduced business reporting and root-cause detection lead-times from 1-2 days per week to less than 1 hour by automating Seller
Services Weekly Business Review (WBR) datasheets and key operational metrics in Tableau using SQL/HQL
- Operationalized mart tables for business reporting of Product Registration APIs usage and latency metrics. Managed dependencies
across Engineering, Data Warehouse and Platform teams to implement feature instrumentation, developed query logic (SQL) to
aggregate metrics/build views, built Tableau reports and project-managed overall data ingestion process
Business Analyst (8 months)
- Increased user-generated review content by 2,400% from 80K to 2MM monthly reviews by identifying opportunities to improve
UI/UX. Proposed above-the-fold page elements with lowest CTRs be removed/moved below-the-fold. Analysed clickstreams/time
on page and recommended simplifying UI and using clearer call-to-actions on screens/sections with high traffic and engagement
- Reduced reviewer fraud by 2% and saved an estimated 6 operator hours per day by developing 14 automated fraud detection rules
based on analyses of outliers and fraudulent customers
- Eliminated 8 hours of manual analysis per week by automating the Product Reviews WBR datasheet in Tableau. Rolled out this
automation as a best practice to 7 external product teams

Asia Pacific Digital (acquired by North Ridge Partners) Jul 2014 – Nov 2015
Account Manager (5 months) Singapore
- Pitched for and secured an SGD50,000 ad campaign for real estate company CapitaLand. Grew CapitaLand account by 1,200% to
SGD650,000 billable ad spend in under 5 months. Owned growth strategy for mobile app, web, email, display and SEM channels
- Managed and delivered 16 regional (SEA) campaigns with budgets up to SGD1.5 million

Analyst (11 months)
- Joined as employee no. 3 in the advertising start-up. Owned entire lifecycle of agency business - leadgen, pitching, business
development, account management, billing, budgeting and P&L. Secured 1st regional client (Durex SG/MY) on a retainer basis
- Increased new customers by 1-8% by recommending optimal publisher and channel mix, and leveraging display creatives with
high CTR to improve conversions for 41 omni-channel ad campaigns
- Set up tracking and event tagging via Google Analytics to track/report onsite conversion rates and top customer funnel paths

Korn Ferry Hay Group Jul 2013 – Jul 2014
Applied Research Analyst, Global R&D Centre (12 months) Singapore
- Analysed internal, third-party and academic datasets to develop insights into company/industry talent performance (engagement,
retention, compensation). Enabled consulting teams to use data in new business pitching to secure 9 new accounts
- Published 1 academic paper, 2 internal case studies and 4 periodicals published in international publications on various human
capital management topics (sample: http://bit.ly/2sdS7OA)

EDUCATION
Singapore Management University (SMU) Aug 2009 – Jul 2013
Bachelor of Science (B.Sc.) in Information Systems Management - Cum Laude, Top 20%
Academic Focus: Software/Systems Architecture, Marketing
Exchange Program (South Korea) Top Performer Award (http://bit.ly/2prHODn)
Leadership: Managing Editor, The Blue and Gold (‘10-‘13), Publications Director, UniVantage (’11-‘12)

PUBLICATIONS
Leong P., Senthil S., Valencia L., “Peer-to-peer autonomic location based services”, at Mobility '07 Proceedings, 4 th Int’l Conference
on mobile technology, applications, and systems and 1st Int’l Symposium on human-computer interaction in mobile technology,
Sep 10th-12th 2007, New York. 10.1145/1378063.1378109

SKILLS
Technical: Advanced SQL/HQL (AWS Redshift/Hadoop/MySQL/PureData), Advanced Excel, Intermediate Python/Java
Languages: English (Native), Tamil (Fluent), Korean (Intermediate, TOPIK Level 2)
Interests: Writing (opinion, lifestyle), Soccer, Board games, Chess, Entrepreneurship, Travelling, Reading (sci-fi/horror)