Experience

Associate Manager, Clients & Markets

KPMG Singapore · Full-time · Jul 2022 – Present

Lead marketing technology, CRM enhancement, automation and AI-enabled transformation across Dynamics 365 — relaunching Customer Insights – Journeys, scaling Power Automate, and exploring agentic AI workflows.

• Led the development, testing and rollout of Dynamics 365 Marketing (Customer Insights – Journeys), moving event and email activity off legacy tools to a campaign-led model — emails, segments, journeys, forms and real-time marketing — and driving adoption across business units.
• Architected Dynamics 365 campaign and lead-management solutions — business process flows, dashboards, views, security patterns and deployment-ready components — connecting marketing activity to pipeline and opportunity outcomes.
• Implemented more than 30 Power Automate flows for campaign governance, data association, notifications and operational control, including weekly leadership wins alerts, new-opportunity notifications for account and sector leaders, self-serve event assets, and AI-assisted seniority and department tagging from job titles.
• Built HTML web resources that surface campaign metrics directly on campaign forms, cutting manual export and pivot work.
• Designed CRM dashboards and reports tracking pipeline, opportunity health and campaign outcomes; co-built an executive Power BI view for priority and sector programmes, and partnered with IT on partner- and director-level dashboards that reduced manual monthly and quarterly reporting.
• Strengthened CRM–SAP alignment with ITS and BizOps — improving data quality, introducing dynamic segments, and co-implementing a lead-generation engine.
• Enabled Sales Hub adoption — sales acceleration, Teams and Outlook integration, and activity synchronisation — strengthening CRM data capture for Microsoft Copilot-assisted workflows.
• Administered platforms and integrations: CRM licences and security, LinkedIn Sales Navigator rollout and Apollo enrichment, plus LinkedIn, ON24 and SuccessFactors integration.
• Managed sector-tagging guidance, KSA reporting integration, SASPAC joint-opportunity tagging, newsletter processes and revenue operations.
• Co-led enablement — training, office hours and guidance — to embed CRM best practice across business units.
• Shared CRM expertise with member firms in Australia, China, Hong Kong and Egypt, and tracked Dynamics 365 previews to test and promote proven features to production.
• Currently leading AI and agentic-workflow exploration — building an internal team of more than 30 agents, a prompt-asset library and knowledge-context infrastructure to improve quality, consistency, token efficiency and future scalability.