Kendi Ng
Data Analyst | Python & ETL | AI Integration | CRM Analytics
Hong Kong
Data Analyst with 15+ years of experience in digital advertising, marketing analytics, and CRM operations across Hong Kong. Specializes in building production-ready data pipelines, automated reporting systems, and AI-powered analytics tools using Python, Google Apps Script, Azure Graph API, and Claude AI. Experienced in end-to-end analytics delivery — gathering business requirements with stakeholders, submitting Jira specifications to dev teams, conducting UAT, and building ETL pipelines and dashboards that drive real management decisions. Background spans financial services, MPF, pharmaceutical, and digital advertising domains.
Highlights
- Full-Stack Analytics App: Built end-to-end data product from scratch: LinkedIn Ads API + Search Console API + website leads → PostgreSQL → self-built Streamlit analytics app — replacing all manual Excel reporting across sales, marketing, and operations.
- Production AI Integration: Deployed Claude AI API in production to auto-generate executive SEO summaries from live Search Console data — zero manual intervention, distributed monthly to senior management via Azure Graph API.
- Cloud Infrastructure Migration: Migrated all automated reporting from local Outlook dependency to Microsoft Azure Graph API — improved reliability, removed desktop application constraint, enabled scalable programmatic distribution.
- Independent CRM Tooling: Identified a CRM capability gap and self-built a Streamlit lead assignment app with weighted distribution logic — deployed to the sales team, eliminating manual assignment entirely without waiting for dev team capacity.
- Formal BA Delivery: Gathered requirements, authored Jira specifications, and ran UAT for Odoo CRM enhancements and a Meta WhatsApp integration — end-to-end BA process from stakeholder brief to go-live sign-off.
- Freelance CRM Consulting: Led Zoho CRM migration planning for a social enterprise as sole consultant — stakeholder interviews, module evaluation, and full data mapping documentation delivered independently.
Skills
Marketing Technology
Digital Marketing
China & APAC Platforms
Work Experience
CRM Operational Analyst — Gain Miles Assurance Consultants Ltd, Hong Kong SAR
10/2024 – Present
- PostgreSQL Analytics Backend: Designed and built a PostgreSQL database on Windows Server as the backend for a self-built Streamlit analytics app — centralizing GA4 API, LinkedIn Ads API, Search Console API, and website lead data from multiple sources into one queryable store for cross-source attribution and campaign analysis.
- ETL Pipeline Architecture: Architected end-to-end data pipelines: API sources (LinkedIn Ads, Search Console, website leads) → Python ingestion scripts → PostgreSQL → self-built Streamlit analytics app; scheduled via Windows Task Scheduler for fully automated runs.
- AI & API Integration: Built Claude AI API integration with Google Apps Script and Search Console API to auto-generate formatted SEO executive summaries with Brand and Focus keyword MoM/YoY analysis distributed monthly to senior management via Azure Graph API.
- Azure Graph API Migration: Migrated all automated email report distribution from the Outlook desktop application to Microsoft Azure Graph API; improved reliability and removed the local application dependency.
- CRM Requirements & UAT: Gathered user requirements for Odoo CRM enhancements and bug fixes; documented specifications in Jira and submitted to the dev team; conducted UAT cycles to validate CRM changes before go-live.
- Self-Built CRM App: Identified a gap between business needs and dev team capacity; independently built a Streamlit lead assignment app with weighted distribution logic, deployed to the sales team.
- Cross-Team App Development: Developed and deployed Python ETL pipelines and Streamlit dashboards across sales, marketing, and operations teams, replacing manual Excel workflows.
- API-Led Attribution: Built direct API integrations connecting LinkedIn Ads and website leads to the PostgreSQL data warehouse; engineered Streamlit dashboards for cross-source campaign attribution analysis independent of the CRM system.
- Google Ads & LinkedIn Ads: Managed Google Ads and LinkedIn Ads campaigns; engineered automated LinkedIn Ads-to-CRM lead sync, reducing lead response time from weeks to under 60 minutes.
- SEO Automation: Automated keyword performance reporting across Brand, Paid Maintain (16 keywords), and Paid New (41 keywords) segments using Apps Script and Search Console API with regex categorisation.
Freelance Web Developer & CRM Consultant — Self-Employed, Hong Kong SAR
07/2024 – 09/2024
- Campaign Microsite Development: Developed a campaign website for MSD Hong Kong, a global pharmaceutical company; managed development from brief to deployment as sole developer.
- Website Revamp: Revamped a client website; handled the full development lifecycle including requirements, build, and launch.
- CRM Migration Planning: Consulted for a social enterprise on Zoho CRM migration; gathered business requirements, evaluated platform fit, and produced a data mapping plan for migration execution.
Senior Director, Account Management & Operations — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
01/2022 – 06/2024
- Operations Automation: Implemented Python and VBA automation to track team KPIs and operational performance across 300+ client accounts; reduced manual reporting overhead significantly.
- Growth & Retention: Led the account management team, achieving 120% KPI targets and a 50% increase in client retention through data-driven strategies across Baidu and Tencent platforms.
- Process Redesign: Spearheaded an account reactivation process overhaul — mapped the existing workflow, identified failure points, and implemented improvements driving significant efficiency gains.
Senior Account Director — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
01/2021 – 12/2021
- Account Leadership: Managed high-value advertiser accounts across Baidu and Tencent platforms; developed streamlined workflows improving team efficiency and client satisfaction.
Account Director — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
09/2016 – 12/2020
- KPI Achievement: Promoted within one year to Account Director, exceeding KPIs by 120%; restructured account team coverage for 300+ accounts across Baidu and Tencent platforms.
- Client Growth: Led a team of four onboarding and retaining high-profile clients; drove a 50% increase in account retention rates.
Account Manager — China Search (Asia) Ltd, iClick Interactive Asia Group Ltd, Hong Kong SAR
08/2015 – 08/2016
- Key Client Management: Delivered account management services to major clients, contributing to 15% revenue growth through strategic campaign and relationship management.
Senior Executive, Campaign Management — Publicitas Hong Kong Limited, PubliGroupe AG, Hong Kong SAR
01/2014 – 08/2015
- APAC Campaign Management: Managed digital advertising campaigns across APAC offices for international publishers including Forbes; implemented solutions via the DoubleClick DART platform.
Online Campaign Executive — Publicitas Hong Kong Limited, PubliGroupe AG, Hong Kong SAR
10/2010 – 12/2013
- Campaign Analytics: Managed client campaigns using Google Analytics and DoubleClick; built performance tracking systems improving campaign measurement and reporting accuracy.
Internet Marketing Executive — Funspire Interactive Limited, Hong Kong SAR
09/2008 – 10/2010
- Performance Marketing: Identified and negotiated affiliate partnership opportunities maximising ROI; conducted market data analysis to optimise campaign targeting and user acquisition.
Senior Portfolio Consultant — AXA Wealth Management (HK) Limited, Hong Kong SAR
08/2008 – 09/2008
- Financial Services: Promoted to Senior Portfolio Consultant within 7 months by achieving company sales targets; provided financial planning and investment advisory services to retail clients.
Personal Portfolio Consultant — AXA Wealth Management (HK) Limited, Hong Kong SAR
02/2008 – 08/2008
- Financial Advisory: Provided financial planning and investment product recommendations; built a client portfolio and exceeded initial sales targets, leading to rapid promotion.
IT Trainer — Welkin Systems Limited, Hong Kong SAR
12/2007 – 01/2008
- Training & Instruction: Created lesson plans and delivered training courses in Adobe Photoshop, Microsoft Excel, and Microsoft/Linux mail applications to customers.
Customer Service & Support Officer — 4Ward Limited, Hong Kong SAR
07/2007 – 12/2007
- IT Support: Provided IT support services to clients for Microsoft Enterprise Email Service and SharePoint; managed end-user technical issues and service requests.
Education
- Master of Science in Marketing — City University of Hong Kong, 2010 – 2012
- Bachelor of Information Technology — Deakin University, Melbourne, Australia, 2002 – 2006
Certifications
- Applied Data Science with Python Specialization — University of Michigan (Coursera, 2022)
- Python for Everybody Specialization — University of Michigan (Coursera, 2019)
- Search Engine Optimization (SEO) Specialization — UC Davis (Coursera, 2018)
- Responsive Website Development and Design — University of London (Coursera, 2017)
- Insurance Intermediaries Qualifying Examination (IIQE) — Paper I, III & V (2008)
Personal Projects
- Freelance Invoice Automation App: Built a full-stack invoice management app using Streamlit, Supabase (database), and GitHub for version control — deployed for personal freelance billing and client management.
- Freelance Web Development: Designed and developed websites for clients; managed the full project lifecycle from requirements gathering to deployment.
References
Frankie Ho — Head of International Business, iClick Interactive Asia Group Ltd
Angela Wong — General Manager, China Search (Asia) Limited
Contact details available on request.