Impact Across Organisations

Monndé Corp is a specialist CRM, CDP, and Loyalty consultancy. We own the whole customer stack: data, technology, and people.

I founded Monndé after 13 years running customer engines inside some of the region's most complex organisations. The problem I kept seeing was the same everywhere: the customer stack was split across teams, the gaps lived in the seams, and outside firms billed the learning curve back to the client. Monndé exists to close that gap properly.

We work with enterprises across the Middle East, Southeast Asia, and Europe. Every engagement follows the same three movements: diagnose the problem openly with the client's team, decide together what changes and in what order, then operate the work until the capability lives inside the business.

Not advice. Ownership.

Built the Valiram Inner Circle — one of Southeast Asia's most complex multi-brand retail loyalty ecosystems.

• Launched Valiram Inner Circle across 191 stores and 20+ brands, defining the full loyalty proposition from economics to experience
• Defined loyalty economics framework — earn-burn mechanics, breakage modelling, tier thresholds, and partner integration
• Architected the martech and customer data ecosystem for SEA and Australia, including data governance and PDPA controls
• Built Customer 360 integrating transactional, behavioural, and preference data for omnichannel personalisation
• Deployed omnichannel lifecycle engagement across e-commerce, in-store, and digital touchpoints

Transformed CRM from 2% to 18% revenue contribution — the defining case study in data-led retail transformation in Thailand.

• Built end-to-end CRM and CDP ecosystem — platform selection, data architecture, governance, and activation
• Established the CRM Centre of Excellence (CoE), embedding data-first thinking across business units
• Delivered CRM revenue uplift from 2% → 18% through systematic lifecycle and retention programmes
• Deployed 170+ lifecycle automations spanning welcome journeys, cross-sell, replenishment, and re-engagement
• Achieved 61% CX cost savings through automation, self-service, and intelligent routing
• Built cohort-based financial models to track CLV, payback, and programme ROI for board-level reporting

Built tiered loyalty across one of the Middle East's largest franchise retailers — 35 stores, 11 brands, one unified customer strategy.

• Designed and launched tiered loyalty programme (Aura base) with multi-brand earning and redemption mechanics
• Delivered +200% linkage uplift — connecting customer identity across digital and in-store interactions
• Scaled CRM across 35 stores and 11 brands, building unified audience management and campaign operations
• Grew CRM contribution from 2% → 15% through RFM segmentation and lifecycle automation

Led retention across India and supported global CRM operations for one of Asia's fastest-growing food delivery platforms.

• Led retention strategy for India across app, push, email, and in-app channels
• Managed CRM operations across 30–40 markets, coordinating global campaigns with local execution
• Scaled the retention team from 5 to 18 members, building capability across analytics, automation, and content

Integrated paid, owned, and earned media — building foundational expertise in audience segmentation.

• Developed paid/owned/earned integration frameworks for major brand campaigns
• Pioneered Facebook segmentation strategies at a time when social data was first becoming strategically useful

An unconventional start — globally recognised work including the #CoolestInterviewEver campaign and Top 1% SlideShare ranking.

• Created #CoolestInterviewEver — demonstrating the power of unconventional thinking in talent and marketing
• Achieved Top 1% on SlideShare, building a public voice in digital strategy and customer thinking