Dean Aw Email Address

Senior Research Manager

\"Social is not a trend, it is here to stay.\"

SELF-DESCRIBED: Humble Leader | Thoughtful Listener | Impactful Presenter | Ever-Curious | Resourceful Purveyor WHAT OTHERS SAY ABOUT: “one of the most well-rounded researchers…has a true passion for this field... the most valuable adviser and collaborator for us... exceptional inter-personal, communication and project management/ planning skills on top of his very competent technical skills...our collaboration has significantly impacted the insights delivered to our company.” AWARDS & ACHIEVEMENTS: ◦Marina Bay Sands’ Best of the Best Winner 2018 (Top 30 winners of 300+ nominees from 10,000+ team members) ◦Inaugural OneMBS Champion for Marketing team 2016-2017 (internal HOD selection of key TMs to lead culture; ~200 champions company-wide). INDUSTRIES WITH FIRSTHAND INSIGHTS EXPERIENCE: High Net Worth Consumers | Luxury travel, Leisure and Hospitality | High-End Retail | Food & Beverage including Fine Dining, Nightlife, FSR and casual F&B | Casino | Loyalty Programs | Hotels & Spa | Theatre and live entertainment | Museums and Attractions | Meeting, Incentive, Convention, and Exhibition (MICE) and B2B sales | HR and Employee engagement | Sustainability, Wellness and Corporate Social Responsibility (CSR) SKILLS: Data Analytics & Dashboards | Quantitative Surveys | Managing Qualitative Research agencies | Planning & Delivery | Strategic Thinking & Analysis | Storytelling & Narratives | Ad and concept testing, Product Innovation & Development | Activating Insights | Customer Experience and Journey FAMILIAR WITH: Various dashboards, systems and tool to understand internal and external measurements and completed various Data related & Programs training (i.e. Python, SAS, MS Project & Advanced Excel). IMPACT AND INFLUENCE: -Provided pertinent information for leaders to make informed decisions, in both Macro Strategic plans and to tactical fine-tuned changes. This through collaboratively working with the team from the conceptualization of their insights needs, mid-point check-in to ensure being True North or pivot, to the storytelling of findings and implementation of it. -Shedding new light on previously unavailable data sources, whether working with other team to deliver access and dashboards; in-housing capabilities to be agile and reduce waiting times, to exploring opportunities of knowledge outside of current Data Lake. -Continued increment growth of the Insights team’s impact and importance, through various studies and delivering actionable insights. The budget, headcount and capabilities within the team mirrored that growth in tandem.