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Case Studies
Accounts of real situations: what was read, what was built, what happened, and what it shows.
A white-label customer engagement platform (2016–present)The problem as it actually was. Automotive principals in Malaysia and Singapore needed owned engagement channels with their existing customers. They were renting attentio…The vehicle database and the advertising business (2014–present)The problem as it actually was. When I joined the Company in late 2013 as project manager for the classifieds site, the classifieds business had no clear commercial futur…The flagship publication and the GA4 transition - analytical defence during investor diligence (2024–2025)The situation. Following Google's deprecation of Universal Analytics in mid-2023 and the forced migration to GA4, the flagship publication's reported unique visitors appe…Latin America - unsolicited international origination (Dec 2025–present, dormant)The situation. A multi-brand distributor in Chile, part of the OEM's global retail organisation - managing seven automotive brands - became a prospective client through a…Two OEM brand instances - renewal, advisory standing, live delivery (2024–present)The situation. Two passenger-car brand instances on the engagement platform core, both contracts up for renewal in 2026, both wanting net-new capability mid-relationship.…A certified pre-owned dealer platform - governance system, adoption failure, honest reset (2021–present)The situation. The Singapore NSC asked me in 2021 to design a digital governance system for the OEM's certified pre-owned programme, their used-car business. The stated b…A regulated fintech × the publication - framework agreement under precedent pressure (June–July 2026)The situation. A BNM-regulated e-money issuer - subsidiary of a major regional banking group - approached the Company for a digital media campaign on the flagship publica…A queue-management system - architecture as the deliverable (2025-2026)The situation. A client's queue-management vendor was raising subscription pricing and forcing technical upgrades on them. They asked whether the capability could instead…An aftersales network - operational forensics and revenue reactivation (2025)The problem as it actually was. Following a leadership transition at a joint-venture automotive aftersales network, monthly prepaid app-driven revenue collapsed by 93% - …Aftersales nudges - turning an unused capability into a billed service (2025–2026)The situation. Every platform instance ships with full lifecycle-communication capability - push, in-app banners, inbox, email - on the operating premise that the client …Data Intermediary Agreement - clause-level redline of an OEM-global agreement (2025)The situation. The client's Data Intermediary Agreement descended from the OEM group's global data-governance guidelines. Rather than counter-sign, I reviewed it clause b…A conglomerate motor group - multi-year group media commitment (2020–present)The architectural read. I took a single-entity commercial buy and rebuilt it into a direct group commitment, each operating unit holding its own sub-allocation against a …The automotive ad network commercial layer (2014–present)Scope. I run the commercial layer of the Company's publisher business - pricing policy, discount governance, proposal sign-off on what's being offered (not just the docum…Revenue operations - the commercial ledger under the deals (2014–present)The situation. The publisher business runs with no finance-operations function between the sales team and issued revenue. For roughly nine years from when I joined, I per…The commercial governance system (2024–present)The problem as it actually was. The Company runs a publisher business with no procurement function, no deal desk, and no CFO between the commercial lead and the signed ag…