From moving from China to Singapore as a scholar to a Senior Manager at Grab, Keru’s journey is a testament to how the NUS Master of Science in Business Analytics (MSBA) empowers professionals to thrive in a data-driven world. Armed with strong technical expertise, a spirit of lifelong learning, and the confidence to lead, she has grown from optimising revenue strategies at Marina Bay Sands to shaping the future of tech with big data and analytics at Grab.
A Scholar’s Beginning in Singapore
In 2009, Keru left her hometown in China to pursue her studies in Singapore as a scholar. At NUS, she earned her Bachelor’s degree in Applied Mathematics with a Minor in Economics in 2015. Soon after, she began her career at Marina Bay Sands, where she spent nearly four years as a data analyst, using data insights to optimise revenue strategies. It was here that she realised how quickly the data landscape was evolving, and the need to equip herself with advanced skills to stay ahead.
Choosing NUS MSBA for Growth
In 2018, Keru made the decision to return to NUS, this time enrolling in the Master of Science in Business Analytics (MSBA) programme part-time. What drew her in was the programme’s unique blend of academic rigour and industry relevance, which allowed her to keep learning while continuing her professional journey. For her, NUS MSBA was the perfect bridge to deepen her technical expertise while staying connected to real-world business applications.
Learning Beyond the Classroom
For Keru, one of the most memorable milestones was her capstone project, where she applied analytics to tackle a real business challenge from her workplace. With the guidance of her mentors, she not only won the Outstanding Capstone Project Award, but also transformed her work into her first research paper, which was later presented at the MDM Conference 2022.
Beyond technical skills, the experience shaped her into a more proactive and independent learner, a mindset she carries with her today. She also fondly remembers lighter moments, such as being featured in a photoshoot for the revamped NUS MSBA website.
From NUS MSBA to Tech Leadership
While still pursuing the NUS MSBA, Keru joined Grab in 2019, stepping into the fast-paced world of tech. The scale and speed of data-driven decision-making at Grab was unlike anything she had experienced before.
Over the years, she grew with the company and now leads a team of 12 data analysts, applying big data and advanced analytics to solve real-world problems, particularly in map-making and geo domains. In 2024, she took the stage at the Tech in Asia Conference in Jakarta, sharing her insights on the power of data to shape industries and impact lives.
Keru credits the NUS MSBA with giving her both the technical depth and the adaptability to thrive in ever-changing industries. More importantly, the programme instilled in her the value of lifelong learning, a principle that has fuelled her professional growth and leadership journey.
Keru’s Advice to Future NUS MSBA Students
“NUS MSBA offers a huge variety of resources and connections across multiple industries. Be proactive, take initiative, and make full use of the support from faculty, classmates, and alumni. The experience and network you build here will be incredibly valuable.”
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