Liem Phan Contact

Liem Phan

Head of Data & AI, 15+ years

I build the data teams, platforms and practical AI that let a business decide faster, on numbers it can trust.

Email me

Based in Ho Chi Minh City. Data governance, analytics and customer experience across e-commerce, insurance, retail, fintech and enterprise IT.

Portrait of Liem Phan in a dark suit, arms crossed, smiling

AIA Vietnam

Data preparation time, before and after I re-engineered how data flowed from source systems to the people who needed it.

About me

I care about the people at the end of the data: customers and the teams who serve them.

Over 15+ years in e-commerce, insurance, retail, fintech and enterprise IT, I’ve used data and technology to solve their problems, turn findings into insights and action, and improve the way a business operates, from streamlining processes to automating them end to end.

I lead teams and run projects, but I stay hands-on, and I’m always learning and putting new technologies to work.

My strength is working with people. I build trust with stakeholders across projects and daily operations, keeping expectations aligned and decisions moving, and I translate between business users and technical teams so they move as one.

What changed where I worked

The measurable results behind the roles. Grey shows where things started; green shows where they ended up.

Yes4All

2025 to now

Pipeline uptime across thousands of data flows and tables
70%95%
Business reviews
Generated by an AI flow from the standardized metrics
Launched
Data reconciliation
Checked automatically by AI instead of by hand
Automated
Business metrics and glossary
One definition per metric, shared across the company
Standardized

AIA Vietnam

2020 to 2025

Data preparation time
15 days1 day
Straight-through processing rate
>80%
AIA app adoption after the customer journey redesign
70%
Data governance initiatives
Each one presented to leadership
All approved

Tiki

2016 to 2017

Data warehouse and dashboards
Designed and built with a team of three analysts
From scratch
Fundraise that brought in JD.com
My team prepared the data behind it
$44M+

XSPERA

2015 to 2016

SharePoint product for documents and workflows
Taken through the full development cycle
In production

DXC Vietnam

Formerly CSC, 2010 to 2014

Enterprise data warehouses
Healthcare, telecom and insurance clients, each with hundreds of pipelines
3 delivered

Products I've built

Tools I designed and shipped under TechArk.

DataHub

A data and AI platform for small and medium businesses. It connects scattered data into one trusted view, with data quality, governance, standard KPIs, automated dashboards and AI agents.

Buybox Checker

See who wins the Amazon buy box, state by state. Paste up to 5 products, pick the US states that matter to your sales, and a map shows where another seller, or nobody, holds the buy box, with the winner and price for each state.

Try Buybox Checker

Container Load Planner

Turns a carton list into the best container plan. It compares floor-loaded and palletized loading on space, stability and cost, flags risky carton data, and walks through the load in 3D.

Try the planner

Quick Calc

A picture-based maths practice app for children: addition, subtraction, times tables and division. Designed, built and shipped end to end.

Try Quick Calc

Where I've worked

From building warehouses by hand in 2010 to running data and AI for a company today. Open any role for the details.

  1. 08/2025 – now

    Head of Data Science

    Show detailsYes4All Trading Services
    • Built and lead the company's data team, focused on automation, reporting and data quality.
    • Moved the data platform onto a lakehouse stack, optimizing thousands of data flows and tables and raising uptime from 70% to 95%.
    • Set up data governance: policies, access rules and an OpenMetadata catalog holding the shared metric definitions and glossary.
    • Designed and launched an AI-powered flow that turns the standardized metrics into business reviews automatically.
    • Introduced AI-driven data reconciliation that checks figures across sources, keeping reported numbers consistent.
    • Applied analytics and machine learning to purchasing, inventory, sales forecasting and product segmentation.
    • Used LLMs on customer feedback and other text data to surface sentiment and emerging trends.

    Tools: Trino, Apache Iceberg, Airflow, OpenMetadata, Ansible, PostgreSQL, Power BI, Python

  2. 08/2020 – 07/2025

    Three roles in data and customer experience

    Show detailsAIA Vietnam

    Data Analytics & Governance 03/2025 – 07/2025

    • Led the data governance program and secured leadership approval for every initiative presented.
    • Kept data accurate across its lifecycle, working with IT to raise data quality.
    • Analyzed claims, policy and customer data and briefed leadership on findings.

    Customer Experience & Transformation 04/2023 – 02/2025

    • Used data to redesign strategic customer journeys, lifting AIA app adoption to 70%.
    • Streamlined operational processes, pushing the straight-through processing rate above 80%.
    • Ran pain-point workshops, turned survey feedback into action and wrote service guidelines.

    Customer Analytics 08/2020 – 03/2023

    • Re-engineered data flows, cutting data preparation time from 15 days to 1 day.
    • Built Power BI dashboards and presented insights to leadership.

    Tools: Power BI, Microsoft Fabric

  3. 06/2018 – 07/2020

    Data Analyst & Researcher

    Show detailsFossil
    • Built machine learning models to predict customer behavior and deployed them on AWS.
    • Validated models with A/B tests and explored large datasets for patterns.
    • Proposed new data initiatives and presented business cases to decision-makers.

    Tools: AWS, Power BI

  4. 07/2017 – 01/2018

    Head of Data & Business Intelligence

    Show detailsLiquid (formerly QUOINE)
    • Directed BI tool development for several business units and oversaw executive reporting.
    • Worked with engineering, marketing and operations on structured and unstructured data.
    • Found where data could drive improvements and turned trends into recommendations.

    Tools: AWS S3, Glue, Athena, Redshift, Tableau

  5. 05/2016 – 06/2017

    Business Intelligence Manager

    Show detailsTiki
    • Led a team of three BI analysts.
    • Designed and built the data warehouse and BI dashboards from scratch, with OpenERP as a core source.
    • Prepared the data for the fundraise that brought in JD.com (US$44M+).
    • Delivered routine and ad-hoc reporting plus competitor analysis.

    Tools: MySQL, Sisense, OpenERP

  6. 01/2015 – 04/2016

    Senior Business Intelligence Developer

    Show detailsXSPERA
    • Launched a production-ready SharePoint product that centralized documents and workflows.
    • Managed projects through the full development cycle and advised clients.
    • Built warehouses, ETL and dashboards, and tuned databases for faster reporting.

    Tools: SQL Server, SSIS, SSAS, SSRS, SharePoint

  7. 04/2010 – 12/2014

    BI Developer to Senior BI Developer

    Show detailsDXC Vietnam (formerly CSC)
    • Delivered three enterprise projects for healthcare, telecom and insurance clients, each with its own data warehouse and hundreds of pipelines.
    • Led BI projects from analysis to delivery: warehouses, ETL, OLAP cubes and dashboards.
    • Later moved to production support, planning installs and upgrades with minimal disruption.

    Tools: SQL Server, MySQL, SSIS, SSAS, SSRS, Informatica, Pentaho

Tools I work with

The stack I've used in production, newest first.

Languages
Python, SQL
AI and ML
Hugging Face, machine learning, generative and agentic AI
Lakehouse and cloud
Trino, Apache Iceberg, Microsoft Fabric, AWS
Databases
PostgreSQL, SQL Server, MySQL
Pipelines
Airflow, AWS Glue, SSIS, Informatica, Pentaho
BI
Power BI, Tableau, Sisense, SSAS, SSRS
Governance and ops
OpenMetadata, Ansible
Leadership
Digital transformation, change management, team leadership, customer experience
Project delivery
Project management, scoping and planning, risk management, stakeholder communication, Agile

Education

  • PhysicsHo Chi Minh City University of Science
  • Software EngineeringFPT Aptech, Ho Chi Minh City

Certifications

  • Google Project Management CertificateGoogle professional certificate on Coursera, October 2026
    Show the 7 courses
    1. Foundations of Project Management
    2. Project Initiation: Starting a Successful Project
    3. Project Planning: Putting It All Together
    4. Project Execution: Running the Project
    5. Agile Project Management
    6. Capstone: Applying Project Management in the Real World
    7. Accelerate Your Job Search with AI
  • Deep Learning SpecializationDeepLearning.AI specialization on Coursera, April 2019
    Show the 5 courses
    1. Neural Networks and Deep Learning
    2. Improving Deep Neural Networks: Hyperparameter Tuning, Regularization and Optimization
    3. Structuring Machine Learning Projects
    4. Convolutional Neural Networks
    5. Sequence Models