XM appoints Lawrence Chua as Analytics Director

Chua will primarily be responsible for helping government, technology, airline and financial services clients get the best returns and performance across different digital touch points, such as web sites, social networks, search and blogs, for marketing activities that cater to both consumer and business audiences.

Coming from a diverse background that spans the Singapore Air Force and Ministry of Education, Chua's last four years were spent running Adobe Omniture’s training business for Asia-Pacific/Japan for clients such as Telstra, Standard Chartered Bank, Air China and Starwood. His new role sees him  combine his numerical competency, training ability with real-time business and campaign objectives.

“The digital landscape does not sit still for more than six months at a time. Hence, the pursuit of talent continually evolves as new hybrid skills emerge out of existing ones,” said Vince Lui, managing director of XM Asia Pacific. “As brands become more anchored to consumer data, the need for next-generation predictive analytics becomes key to partnerships. We will continue to seek out new talent and hire ahead of the curve.”

XM Asia’s clients include HSBC, Unilever, Ford, Mastercard, HP, Nokia, Samsung, Economic Development Board of Singapore and the Singapore Tourism Board.