XM hires Lawrence Chua as Analytics Director

Lawrence Chua has joined XM Singapore as Analytics Director for the agency’s strategy practice. Chuawill primarily be responsible for helping clients in the agency’s portfolio of government, technology, airline and financial services brands 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 was spent running Adobe Omniture’s training business for Asia-Pacific/Japan for clients such as Telstra, Standard Chartered Bank, Air China and Starwood. Joining XM Asia will allow him to 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.”