Surya Emmylinda

Data Strategy Director
at Heimat & TBWA

Surya started the analytics discipline in Singapore, at a business intelligence agency where she helped brands gain insight from social conversations. Shortly after, she joined TBWA\ Digital Arts Network (DAN) Singapore, being one of the core members and the leading regional Data Analyst for MasterCard’s Digital and eCommerce Engine. She developed and implemented an analytical and measurement framework for the business across Asia Pacific to optimise its digital performance and deliver tangible business results. During her time at DAN, her MasterCard team collected multiple awards for data-driven marketing and for the use of consumer insights and data analysis, and made MasterCard an example of data-driven excellence in the Asia Pacific region. Today she is based in Berlin, Germany, as the Data Strategy Director at HEIMAT & TBWA\Group Germany, being responsible for building the data capabilities and practice in the German-speaking region. Because it’s not challenging enough to evangelise data in the creative world, she has to try to do it in a foreign language.