Career Journey: Ervyn began his career in the fast-paced world of a Southeast Asian startup, Zalora, where he honed skills in data analytics, project management, and working closely with senior management. As a contractor for Google, hired by Algomarketing, he joined Google Cloud's JAPAC marketing activation team, where he further refined his analytical skills. Now, as the lead analyst in the central activation team, Ervyn serves as a guru for pre- and post-campaign analytics, driving impactful insights and strategic decisions. He has developed best practices that he currently shares with global analysts, educating and guiding them toward success.
Early Influences: Ervyn’s leadership journey began with his commission as an officer in Singapore's National Service, where he developed skills in leadership, risk management, and planning. His early experiences at Zalora instilled values of solving ambiguous problems, efficiency, and self-sufficiency.
Key Accomplishments & Impactful Projects:
- Google Cloud: Spearheaded a contact acquisition project that achieved an 88x ROI for the sales team. Introduced data-driven insights for email performance, event details, and buyer segmentation, significantly shaping APAC marketing strategies.
- Zalora: Developed scalable solutions during a period of rapid growth, transforming customer journey mapping and cross-functional processes. Led a high-profile app revamp project that optimized the customer experience and drove substantial revenue growth.
Leadership Style: Guided by principles of "leading to serve" and "leading by example," Ervyn believes in empowering his team and aligning their efforts to meet both team and organizational objectives.
Core Values:
- Integrity: Fosters trust and confidence within his team.
- Excellence: Strives for top performance, driving both personal and team motivation.
Industry Trends: Ervyn identifies scaling marketing functions and leveraging AI as key trends in the industry. He highlights opportunities for Algomarketing to tap into performance marketing and B2C marketing, areas currently underexplored.
Expertise Areas:
- Data Analytics & Insights: Enabling visibility on marketing performance through data-driven reports and analysis.
- Marketing Automation: Streamlining processes with tools like Asana and Google Apps Script to improve efficiency.
Company Culture: Ervyn resonates with Algomarketing's focus on high performance and actively shares the benefits of working at Algo with his colleagues at Google.
Preferred Topics: Ervyn is passionate about discussing the application of data and insights in the workplace, from implementation to analysis, to drive performance improvements.
Completed Certifications:
- Marketo Certified
- Proficient in data analytics tools like Tableau, GA4, and scripting languages such as SQL, Python, and Javascript.
Ervyn is a key player in Algomarketing's growth, driving impactful solutions for clients through his extensive expertise in data and marketing operations.
