Less is more when it comes to push notification strategy. Poorly timed notifications accelerate fatigue and increase opt-outs. Several major platforms have begun linking notifications more closely to user behaviour. Here’s what we can learn from them
Yongchang is a strategic powerhouse at the intersection of data science and consumer behavior. Currently serving as the Regional Staff Customer Intelligence Strategist at GXS Group, he oversees the customer intelligence framework for two of Southeast Asia’s most innovative digital banking entities: GXBank in Malaysia and GXS in Singapore.
With a career rooted in deep analytical rigor and a PhD that informs his data-driven worldview, Yong Chang specializes in decoding complex consumer patterns to fuel business growth. He is instrumental in building the intelligence infrastructure that allows digital banks to move beyond traditional banking metrics, focusing instead on hyper-personalized customer experiences and proactive engagement strategies.
Prior to his regional role at GXS, Yongchang spent years at the Institute of Service Excellence (ISE) at Singapore Management University, where he led research and consulting efforts for the national Customer Satisfaction Index of Singapore (CSISG). This unique blend of academic depth and “on-the-ground” fintech agility makes him a leading voice in the evolution of digital service excellence across the region.
Ayush leads the SME vertical at Nium, where he oversees end-to-end product strategy and roadmaps for cross-border payments and cards. With over a decade of experience at companies including Zendesk, Grab, and Zoomcar, he focuses on building reliable fintech products where customer experience is as critical as pricing and speed. Ayush also shares practical, execution-focused insights as a product management lecturer at MAGES Institute of Excellence, helping the next generation of leaders bridge the gap between theory and real-world application.
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Axon Ads Manager (https://axon.ai) is AppLovin’s self-serve advertising platform that helps businesses of all sizes achieve profitable growth. It enables advertisers to find ideal customers amongst a reach of over a billion daily active users.
Cindy Chua is the Senior Investment Lead at Jobstreet Singapore, part of the SEEK Group. She oversees full funnel marketing investments across digital and offline channels, shaping how brands connect with audiences and drive sustainable growth. Her focus is on aligning media strategy with brand and user journeys, creating meaningful engagement and measurable outcomes.
Harriet leads Singapore’s largest experience design team. She works end-to-end—from strategy to execution to enhance customer experiences and drive human-centered innovation. A natural connector, Harriet collaborates across technology, brand, transformation, behavioural science, and design to shape both present and future experiences.
Esther Tan is currently serving as the Global Director of Marketing & E-Commerce at Plaza Premium Group, leading the charge in crafting group marketing and digital strategies, driven by curiosity and a passion for data. Her expertise extends to e-commerce, digital marketing, CRM, and loyalty, with a background spanning over 20 years in aviation, travel, and hospitality
Yong Yau Goh is the Chief Marketing Officer at BullSwipe, a global fintech platform that converts crypto to fiat instantly. He helms BullSwipe’s brand, marketing and communication development across its African, Middle Eastern and Asian markets, and has over two decades experience as an award-winning brand communicator. Prior to BullSwipe, Yong Yau was the Chief Marketing Officer at the AWHL Group, Singapore’s largest conglomerate of integrated health, wellness and beauty brands. Leading regional teams across diverse business verticals, he oversaw the positioning, transformation and communication strategies for the group’s flagship brands. Most of Yong Yau’s career, however, has focused on the agency’s side, where he led full-suite creative and communication teams in Singapore, Myanmar and Shanghai at the Coal Group. This was where he consulted for and engaged CEOs and senior management in some of the region’s leading corporates to take their organisations to greater heights in terms of brand direction, communication approach and business strategy — with proven results. These corporates include regional giants like StarHub, DBS, Mapletree, the Mottama Group and the METRO Group. Yong Yau is also a doctoral candidate at the Golden Gate University, where his work focuses on AI-driven marketing and communication technologies.
I lead at the dynamic intersection of business strategy, technical infrastructure, and growth operations. My core philosophy is clear: architecting autonomous ecosystems that liberate global headcount growth from revenue expansion.
By weaving together complex SaaS telemetry with unified data taxonomies spanning sales, product, marketing, and customer success, I empower enterprises to evolve from reactive reporting to proactive, automated revenue engines. I built the “Single Source of Truth” (SSOT) that offers C-suite executives the clarity needed to navigate intricate customer journeys and make pivotal, board-level decisions.
Throughout my career, I have dedicated myself to optimising the vital balance between top-line revenue generation and systemic risk mitigation. At TikTok, I mapped risk-versus-revenue trade-offs, assessing initiatives across User, Regulatory, and Platform risk vectors against Tapped, Untapped, and Lost revenue to unlock $500M in untapped platform monetisation and prepare executives for US Congressional hearings.
