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Technology / Internet
Ummu Syafiqah Azlan

Ummu Syafiqah Azlan

Digital Storyteller - Turning data into insights


About Ummu Syafiqah Azlan:

As a Social Media Analyst with more than 5 years of experience in the industry, I believe I have gained many skills, including the ability to understand the digital space well and have also mastered the arts of producing insights out of key social media performance and conversations online. I know how brands leverage on social media to market themselves and strategize. This experience, coupled with my knowledge doing qualitative and quantitative research as a graduate student, have also turned me into a strategic person who I believe can contribute much to a company.


Lead the performance analytics team to provide social media insights for social media performance and campaign reporting.
• Analyze mainstream media and social media content to draw meaningful insights which help with furthering our clients’ strategic goals.
• Manage projects to tight timelines, taking responsibility for overseeing resourcing and managing team workloads against competing deadlines.
• Generate report templates that suit clients’ business needs.
• Set KPIs and strategic directions driven by insights, and customise them to effectively answer clients’ business questions.
• Participate in pitches by providing the relevant data sets to win new clients.
• Set up key metrics and dashboards on social listening and social media analytical tools such as Locowise, Sprinklr, Talkwalker, Emplifi, Adobe Analytics, FB and IG Insights and YouTube Studio.
• Lead discussions on social media analytics and measurements (paid, owned & earned) and present findings and insights to clients and internal management.
• Lead the communication with external vendors and media agencies in terms of media report generation and product updates and feedbacks.


I graduated with a Masters in Social Sciences (Geography) from the National University of Singapore, undertaking a research on Indonesian domestic workers and their religion.

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