I help businesses turn marketing, customer experience
and technology into better commercial decisions.
Meng Liang Tan
Marketing · Commerce · Technology · Customer
Choose the problem that sounds familiar.
The digital journey makes demand expensive to convert.
Explore ↗02Channel reports hide the economics of each booking.
Explore ↗03Disconnected systems limit relevant engagement.
Explore ↗04Vendor options outrun the clarity of the business case.
Explore ↗05Teams and agencies work to different priorities.
Explore ↗My starting point is the path from customer intent to repeat business.
Relevant demand
Cost to acquire
Useful content
Trust and availability
Clear offers
Low friction
Service delivery
Guest expectations
Recognition
Reason to rebook
Which constraint is costing the business the most, and what evidence would change our decision?
A legacy platform transition created a commercial and delivery challenge. I led the business case and implementation of a modern web platform.
Investment case, stakeholder alignment, platform evaluation and delivery governance.
Frasers Hospitality / historical endpoints
Where does the journey break today, and which change is most likely to improve completed bookings?
The endpoints show reported improvement across six years. They do not isolate the effect of a single platform project.
Compare acquisition cost on an equal booking value. Move the controls to see when the economics change.
Match records
Respect preferences
Maintain quality
Frasers CDP business case, vendor evaluation, data governance and architecture planning.
A bounded use case with data requirements, an accountable owner and a measurable outcome.
Remove a known bottleneck using current capabilities.
Test an uncertain benefit with a cost ceiling and a stop rule.
Build the case for integration, operating ownership and full cost.
I connect commercial requirements with architecture choices, vendor evaluation and delivery responsibilities.
Regional paid-media and analytics work included agency consolidation, market planning and multilingual search governance.
Align market requirements, agency accountability and the information needed for investment decisions.
The acquisition challenge extended beyond buying media. Local relevance, inventory and a credible customer journey shaped the opportunity.
My role: APAC performance marketing leadership, connecting acquisition decisions with market readiness.
Inventory that fits the customer’s trip.
Language, trust and a usable transaction.
Defined cohorts, spend limits and learning gates.
The initial work should leave you with a clearer decision and an executable plan.
Align the problem, commercial objective and decision criteria.
Output
Agreed problem statement and priorities.
Examine the journey, economics, data and execution constraints.
Output
Evidence, opportunity assessment and action plan.
Lead the agreed priorities with internal teams and partners.
Output
Accountable delivery and a regular decision cadence.
Bring a commercial problem.
We can work through the demand, customer and technology decisions behind it.
Frasers Hospitality
HomeAway / Expedia Group
AccorHotels
TripAdvisor