Joanna is currently leading three teams overseeing Digital Marketing, Digital Experience and Data Analytics at Science Centre Board. She is also the key lead in driving inter-department digital experience and digitisation projects as well as working with departments to collect quality data for deeper insights, with the aim of leveraging on data to better enhance and refine digital customers' experience along the customer journey and communicating them through different Digital Marketing Channels. She has extensive experience in marketing communication, customer relationship management, product management, corporate development, business research and analysis in the consumer electronics, financial, travel and hospitality and education industries. She also has vast experience in conducting market research and conducting feasibility study for new business ventures. Her experience in market research coupled with her customer relationship management agency experience gives her a strong edge in championing the transformation of insights into recommendations.