TBWA\Singapore picks Shawn Shantilal as new data analytics and martech director

May 24, 2024

33 2 minutes read

TBWA\ Singapore has named Shawn Shantilal (pictured) as its new data analytics and martech director.

Shantilal will be based in Singapore and will work on key clients including Singapore Airlines and Chanel, as well as support the team on global accounts in his new role, he said in a conversation with MARKETING-INTERACTIVE.

“As I join the team, I’m focused on elevating the work we do for our clients daily to provide deeper insights and more impactful recommendations,” he said.

Don’t miss: TBWA\Singapore promotes Polly Freeman to group head of data strategy and analytics

Shantilal added that he will also be working with his team to drive strategic data projects using analytics to solve business problems and to create solution designs and implementation strategies, all in the name of solving the business problems of clients using its marketing technologies, processes, and frameworks.

“I’m very excited to be joining such a dynamic team at TBWA\ to enhance our capabilities and support the growth ambitions of our clients. I look forward to using data to elevate the work and campaigns we are doing and leading an incredible team of bright minds in the process,” he said.

Shantilal joins the team from EssenceMediacom where he was its data analytics manager for just over a year. Before that, Shantilal spent two and a half years at Huge. He joined the team as a quality assurance (QA) lead in 2020 where he worked with the internal UI/UX team to drive web accessibility campaigns which enabled inclusion and diversity for web-centric properties for clients such as Google, SK-II, Nikko Asset Management, Rakuten, Zelis, ExxonMobil and AON. He also worked with Huge to grow the QA team in Vietnam when the agency was expanding its operations in the region.

In 2021, Shantilal was promoted to the role of data analyst where he utilised marketing automation tools and developed data architecture to enhance the end-to-end customer journey for clients such as P&G.

He also pioneered data science methodologies and uncovered quantifiable trends through marketing and statistical analytical tools to create new data-driven campaigns to improve Google’s traffic engagement and click rates.

In his new role, Shantilal will be reporting to Polly Freeman, group head of data strategy and analytics and Stefan Bocos, senior director of data strategy and analytics.

Freeman was recently promoted to the role early this month. In her new role, Freeman’s remit will expand to lead TBWA\’s global centralised team of data specialists and centre of data excellence. She will be based in Singapore.

In tandem, Freeman will spearhead TBWA\’s analytics and martech capabilities and oversee the business intelligence team in Madrid and India. Freeman will also continue to lead the data strategy arm.

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