BI Lead · SD Guthrie Berhad · Malaysia

I find where data should drive decisions — and build the system to close that gap.

I walk into organisations, see the problem, build the team, build the blueprint, and accelerate. That's been the through-line across every role I've held.

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5+
Years in Data
4
Industries
90%
Reporting time saved at Pengerang
53
Branches monitored at PERKESO

It wasn't planned as a data analytics journey — but it became one. I started from operational needs and grew step by step.

The Story

Built from the ground up. On purpose.

I lead Business Intelligence at SD Guthrie Berhad, one of Malaysia's largest listed plantation companies. My team builds and embeds analytics across the upstream value chain — from estate FFB production to mill CPO output — working toward integrating that coverage further across the group and into regional operations.

But what grounds how I do this work is everything that came before it.

I started at PERKESO, where I grew from monitoring branch performance across 53 locations to building national-level labour market forecasts. One of those analyses surfaced a hidden employment trend in the semiconductor sector that reached the Ministry of Economy and translated into policy action. That experience taught me what it means for data to actually matter.

Before moving into BI leadership, I made a deliberate stop in commercial and business development at Pengerang Terminals — managing customer relationships, executing deals, and sitting close to where revenue is won and lost.

I didn't just want to understand data. I wanted to understand what decisions the data needed to support — and who needed to act on it.

That's the through-line across everything I've built. Find where data should be driving action but isn't, and close that gap.

What I bring

See it. Build it. Run it.

Experience

The journey, in order.

Every role was a deliberate step. Each one built something the next one needed.

Sep 2025 – Present BI Leadership
Lead, Business Intelligence
SD Guthrie Berhad · Group Data Analytics · Petaling Jaya
Built and embedded analytics across the upstream value chain, from estate FFB production to mill CPO output. Leading a team of four, managing relationships with country teams, digital, and operations stakeholders. Driving integration of analytics coverage toward regional operations and the broader value chain.
Built the Upstream Value Driver Tree — connecting production to profitability, now part of the company's operational reporting cadence.
Mar 2024 – Sep 2025 Commercial
Commercial & Business Development Executive
Pengerang Terminals (Two) Sdn Bhd · Johor
Sole executive in the Commercial & Business Development Department. Managed the full deal lifecycle — market analysis, investment proposals, tariff modelling, customer negotiations, and contract management. Led a major terminal expansion project from inception to finalisation. Initiated Power BI automation for shareholder reporting, cutting manual preparation time by over 90%.
A deliberate move — to understand how revenue decisions are actually made before going back to analytics.
Sep 2023 – Feb 2024 BI
Data Analyst — Performance Management & Business Reporting
PADIBERAS NASIONAL BERHAD (BERNAS) · Corporate Planning · Shah Alam
Came in with a clear mandate — automate the reporting stack. Migrated key reports to Power BI, fully automating the Quarterly Industry Outlook, Monthly Operational Excellence Tracking, and Performance Management reporting. Designed and implemented a centralised database for operational and industrial data.
Aug 2022 – Aug 2023 Analytics
Data Analyst — Labour Market Analysis
PERKESO · Labour Market Analysis Department · Putrajaya
Built national-level labour market forecast models using econometric analysis. Led research projects including Unemployment Rate Projection and Identification of Sunrise and Sunset Industries within the Malaysian Economy. Prepared PERKESO's EIS dataset using Python for the Malaysian Government's Jobless Claims Dashboard on data.gov.my.
Used internal administrative data to surface a hidden employment trend in Malaysia's semiconductor sector — findings escalated to the Ministry of Economy and translated into policy action.
Apr 2021 – Sep 2022 Analytics
Data Analyst — Performance Management
PERKESO · Performance Management Department · Putrajaya
Monitored KPIs and service delivery across 53 branches nationally. Initiated and led the organisation's shift toward Business Intelligence — building the case for data-driven decision-making where none previously existed. This is where the journey started.
Featured Work

Projects that actually got used.

Not dashboards for the sake of dashboards. Each one was built to answer a real question someone in the organisation was asking.

01
SD Guthrie Berhad
Upstream Value Driver Tree
The Problem
Leadership needed to connect estate-level FFB production and mill CPO output directly to revenue, cost, and profitability — in one view, without manual assembly every reporting cycle.
Now embedded in the company's operational reporting cadence
02
PERKESO × data.gov.my
Malaysia Jobless Claims Dashboard
The Problem
Malaysia's Employment Insurance System held job loss data covering ~70% of the labour force. It needed to be cleaned, validated, and structured for public reporting and policy use — reliably, at scale.
Live on data.gov.my · accessible to policymakers and the public
03
PERKESO × Ministry of Economy
Semiconductor Employment Signal
The Problem
A hidden loss of employment trend was building within Malaysia's semiconductor sector — invisible in standard reporting, visible only when internal administrative data was analysed at the right granularity.
Escalated to Ministry of Economy · translated into policy action
Skills

The tools. And the thinking behind them.

Tools are only useful when matched to the right problem.

Visualisation & BI
  • Microsoft Power BI
  • Power Query / DAX
  • Tableau
  • Excel (Advanced)
Data & Engineering
  • SQL
  • Python (Pandas)
  • Database Design
  • Pipeline Governance
Analysis & Methods
  • Econometrics
  • Labour Market Analysis
  • Performance Management
  • Business Analytics
Leadership & Strategy
  • BI Team Leadership
  • Stakeholder Management
  • Commercial Strategy
  • Decision Intelligence

Free Field Handbook

Where Data Should Drive Decisions

An end-to-end methodology for building Business Intelligence that actually gets used.

The complete methodology — the architecture, the principles, the mistakes, and a prompt you can copy into any AI tool — distilled from years of building BI functions that operations teams actually rely on. Written from inside a large operational business with a long value chain. Free, with no email gate.

Download the Handbook (PDF) → Prefer to listen? Audio edition (EPUB)

Free. No sign-up. Knowledge is to share, not to withhold.

Let's Talk

If this resonates — reach out.

I'm always open to connecting with others who are passionate about data, operations, and making insights matter. Whether you're building something similar, looking for a collaborator, or just want to talk about the work — I'd genuinely like to hear from you.

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