Chuen Mun Heng
Vice President, Team Lead Insight Team
12, Jalan Avens 3, Bandar Baru Lembah Selatan, 43800 Dengkil Selangor
Summary
Enthusiastic and results-driven leader with 20+ years of professional experience, including 11 years in the cards and payments industry. Proven track record of delivering business growth through advanced analytics, insights, and innovative strategies. Highly analytical and commercially minded, with strong expertise in translating market and consumer insights into strategies that directly contribute to P&L performance. Recognized for a collaborative leadership style that energizes teams, nurtures inclusivity, and unlocks both individual and organizational success.
Overview
20
20
years of professional experience
Work History
Vice President 1, Team Lead Insights
AmBank (M) Berhad
11.2022 - Current
- Head a high performing team of three (including Senior Manager, Manager and Executive), delivering actionable insights, advanced analytics and decision science capabilities that fuel business growth
- RWA Optimization & ECL Savings
- Partnered with the Head of Cards & Unsecured Lending to design and implement a Risk-Weighted Assets (RWA) Optimization strategy, improving capital efficiency and delivering Expected Credit Loss (ECL) savings.
- Produced deep portfolio insights and identified high-potential customer segments, enabling targeted initiatives with measurable results.
- Led cross-functional collaboration with multiple stakeholders to ensure seamless execution and quarterly delivery of optimization initiatives.
- Business Impact: Achieved RM150M YTD RWA optimization and RM2M YTD ECL savings.
- Cost Savings – AmBank Enrich CoBrand Portfolio
- Monitored the Enrich CoBrand portfolio to identify and address high-cost reward leakages that impacted profitability.
- Detected abnormal spending patterns and delivered actionable insights to the Head of Cards & Unsecured Lending, enabling rapid decision-making and process improvements.
- Clawback Initiative (Gamers Segment): Identified misuse of Enrich CoBrand for business-related transactions (e.g., insurance payments, travel companies). Implemented clawbacks of Enrich Points, generating RM2M in direct savings.
- Process Improvement: Exposed reward abuse through QR payments, recommended portfolio T&C updates, and executed clawbacks, generating an additional RM2M in savings.
- ECL Savings
- Proactively analyzed ECL fluctuations that impact Cards P&L, despite limited prior experience in this domain.
- Detected abnormal ECL charges, including:
- Customers with additional cards incorrectly classified in ECL Stage 2 indirectly cost more provisions.
- Customers in financial relief programmes who had resumed prompt payments but were still classified in ECL stage 2 that cost more provisions.
- Escalated findings with evidence to the Head of Cards & Unsecured Lending and the Risk Modelling team, driving corrective actions.
- Business Impact: Delivered RM12M in ECL savings, making a substantial contribution to the Cards Business P&L.
- Incremental Revenue – Auto Balance Conversion (ABC) Programme
- Identified a loophole in income update where customers with potential income above RM5,000 continued to enjoy a preferential interest rate of 13% under ABC programme.
- Developed detailed insights and simulations on potential interest gains if customers updated their income.
- Presented the business case and designed an innovative mechanism to prompt income updates among customers.
- Business Impact: Estimated RM650K in incremental annual interest income.
AVP, Head, Business Analytics, Strategy, Cards, Group CFS
Maybank
02.2019 - 10.2022
- Managing a team of 2 FTEs and supporting Credit Card Business (Acquisition, portfolio, usage & merchant business) on various Advanced Analytics & Data Science initiatives
- Up-skilling existing analytics team & cultivate analytics culture within Credit Card department
- Extracting actionable insights from internal data and external data and helping product managers to make better decisions
- Involved in business strategy discussion and integrating analytics into strategic planning and add value to top-line and bottom line
- Working closely with schemes (Amex, Visa & Master) on Data Science projects, drive adoption and implementation. Working with IT team to drive acquisition of new data sources and refinement of existing data sources
- Rated as high performer within Cards department (Talent Classification Rating - HP2
- Successful delivered analytics project named Project Bluefin & Project Yellowfin
- Project Bluefin
- Card Acquisition (>30% conversion rate, Incremental billings of RM 39mil within 3 months )
- Card Incremental Spend (>30% conversion rate, Incremental billings of RM 60mil or 50% within 3 months)
- Card Incremental Spend + ICL (>30% conversion rate, Incremental billings of RM 20mil or 50% within 3 months)
- Project Yellowfin
- Card Acquisition (>30 %, Incremental billings of RM 300mil within 9 months)
- Delivered Cards Customers Profitability to support various initiatives:
- Retention strategies
- Marketing campaigns
- Profitability movement & tracking
AVP, Unit Head, Customer Analytics & Insights Group CFS
Maybank
10.2014 - 01.2019
- Managing a team of 4 FTEs and supporting Community Financial Services (CFS) on various analytics and marketing campaigns
- Directing the end-to-end CRM and analytics functions of CFS, both sales & marketing as well as selective strategic initiatives
- Work with stakeholders within CFS to identify new business growth and opportunities
- Assist in ad-hoc tasks i.e. report / business case as assigned from time to time and to continuously provide value-added info to internal / external party
- Responsible to establish consistent communication and alignment to promote knowledge sharing & best practices
- Transformed and up-skilled existing CRM team and equipped them with business and technical knowledge
- Established the monthly engagement session framework with business users to ensure initiatives delivered are aligned with business and bring incremental value to top line and bottom line
- Revamp and automated existing monthly cross-sell & up-sell programme for Credit Card, e.g Monthly Credit Card Crosssell and BTCT upsell. Leads execution is reduced from 5 days to 2 days, more time can be focused on key insights and conversion rate improvement rather than leads executions.
- Introduced RFM method in campaign targeting and successfully improved leads conversion by 40%
- Delivered 3 event based marketing triggers for CFS to maximize cross-sell & up-sell opportunities. The triggers are listed as below:
- Credit Card Event Trigger
- Mortgage Event Trigger
- Hire Purchase Event Trigger
Senior Analyst, Marketing Analytics
Standard Chartered Bank Malaysia
05.2012 - 09.2014
- Provide insights through in-depth analysis to support business strategies and planning
- Development & implementation of analytical models to support business strategies and value creation, including:
- Data mining driven CRM strategy recommendations
- Customer profiling, behaviour analysis and segmentation
- Event trigger marketing opportunities
- Statistical modeling solutions for acquisition, cross-selling, up-selling and retention programme
- Leads optimization & contact strategy
- Develop, strategies and drive execution in campaign management
- Provide ad-hoc support on pre-approved/pre-selected unsecured product cross-sell
Assistant Manager – Customer Intelligence
HSBC Malaysia
04.2010 - 09.2012
- Provide insights through in-depth analysis to support business strategies and planning
- Work closely with product & marketing manager to design campaign with clear performance measures, advise the feasibility of implementation, conduct pre-campaign analysis to identify potential customers for campaign and post campaign evaluation to share performance, key insights and learning from past campaigns
- Develop profitability models, customer segmentation, product and customer portfolio analysis, cross-sell and up-sell models, optimization models and various type of predictive models
- Fully responsible on pre-approved/pre-selected unsecured lending product cross-sell
- Work closely with credit policy team and ensure internal credit policy is implemented prior offering any pre-approved/pre-selected unsecured lending products to existing customers
Analytics Consultant
Neural Technologies
08.2009 - 03.2010
- Accountable in entire statistical models development cycle (Project scoping, data preparation, statistical analysis, model training, model validation, implementation and monitoring)
- Identify data integrity issue and provide recommended solutions
- Provide various support on analytics during Proof of Concept (POC)
Retail, Segment & Mortgage Analyst
Citibank Malaysia
06.2008 - 07.2009
- Work closely with product manager, provide relevant inputs on marketing campaign and coordinate with Campaign Management team to implement targeted marketing campaign
- Provide quarterly cross-sell report to Asia Pacific Regional office
Data Mining Analyst
AmBank (M) Berhad
05.2005 - 05.2008
- Develop statistical models to understand customer behaviours and characteristics
- Provide analytics support to various business units within AmBank Group, such as AmBank, AmIslamic, AmAssurance and RCE Capital
- Analytical / data mining initiatives including profiling, cross-selling & up-selling, segmentation study, predictive modelling, churn analysis and forecasting
- Understand, apply and develop the insights into various type of offers & campaigns that are most relevant to different segments of customers
- Use the relevant insights gained to support the on-going execution and fulfillment of marketing campaign
- Conduct campaign tracking with post-campaign insights to ensure the campaign objectives are met within the profit & loss assumption
Education
Master - Applied Statistics
University Malaya
01.2008
Bachelor Degree - Mathematics with Economics
University Malaysia Sabah
01.2005
Skills
Decision-making
Results-driven
Critical thinking
Business development
Data analysis
Complex Problem-solving
Payments & Financial Services
Stakeholder Engagement
References
- Yong Kwai, Ling, Head of Cards & Unsecured Lending, 016-3225418, AmBank
- Vincent Tan Thuan, Kok, Chief Data & Analytics Officer, 017-4773915, RHB, Ex Colleague at Maybank
- Siah Hark, Cheong, Analytics, Digital, Technology & Transformation, 012-3353221, Air Selangor, Ex Reporting Manager at Maybank
Timeline
Vice President 1, Team Lead Insights
AmBank (M) Berhad
11.2022 - Current
AVP, Head, Business Analytics, Strategy, Cards, Group CFS
Maybank
02.2019 - 10.2022
AVP, Unit Head, Customer Analytics & Insights Group CFS
Maybank
10.2014 - 01.2019
Senior Analyst, Marketing Analytics
Standard Chartered Bank Malaysia
05.2012 - 09.2014
Assistant Manager – Customer Intelligence
HSBC Malaysia
04.2010 - 09.2012
Analytics Consultant
Neural Technologies
08.2009 - 03.2010
Retail, Segment & Mortgage Analyst
Citibank Malaysia
06.2008 - 07.2009
Data Mining Analyst
AmBank (M) Berhad
05.2005 - 05.2008
Bachelor Degree - Mathematics with Economics
University Malaysia Sabah
Master - Applied Statistics
University Malaya