Cate de Leon
Data Analyst, Storyteller
Lead Quality Analysis for Fintech

  • Analyzed lead quality through Python for fintech client in Argentina, extracted data from CRM software.

  • Provided report on actionable insights and possible improvements for current conversion rate and funnel. 

Customer Segmentation for E-commerce

  • Ran a clustering algorithm on Shopify customer data for a US-based beverage brand.

  • Helped client create different customer profiles based on purchasing behaviors to optimize Black Friday Sale offers targeting.

  • Conversions increased by 93%.

Social Listening for Pharma

  • Extracted tweets on 11 competitors in the pharmaceutical industry spanning total 2019 and used Brandwatch tool for a broader scrape of same competitors across 30 media platforms across 6 countries.

  • Provided client with audience sentiment on industry topics, quantity and quality of brand mentions compared to competitors, and what was being said about them on social media.

I Am Jake

  • Co-wrote Filipino singer, Jake Zyrus’ (formerly Charice Pempengco) autobiography, entitled "I Am Jake". Interviewed, transcribed, and wrote the 144-page final work.

  • Book made National Bookstore’s October and November bestsellers list (#8) for Philippine non-fiction publications. It was also #6 on Inquirer's Top 10 Books of 2018.

Plots and Trends - Data Vizualization Training with PowerBI 2019
FTW Foundation
Scholarship Program - Data Science 2019
A 14-week immersive program for Data Science and executive skills training. Program only accepts 6% of applicants through its 3-stage application process, covering math exams and interviews.
Introduction to Data Science 2018
A 100-hour online data science workshop that covers R, Data Wrangling, Analytics, and Data Storytelling.
University of the Philippines
BM Musicology 2014
University of the Philippines
DCPMA Music Education 2009
Software and Programming Languages: Python for Data Science, Jupyter Notebook, Tableau, OpenRefine / Data Cleaning, SciPy, NumPy, Pandas, PowerPoint, R Programming, PowerBI, Google Sheets, Microsoft Excel, SQL
Machine Learning & Statistics: Natural Language Processing, Regression Algorithms, Classification Algorithms, Clustering Algorithms
Other skills: writing, social media, community management, public speaking, editing

Data analyst and storyteller with experience in the performance marketing industry.

Cross Pacific Global
Manila, Philippines
Media Solutions Lead (Data Analyst) · 
Apr. 2019 to May 2020

  • Handled end-to-end data analysis side of performance marketing. Analyzed lead quality through Python and created lead tagging systems based on variables such as purchasing behavior, income, and the level and quality of lead engagement.

  • Created customer segmentation and optimized offer targeting via data extraction from Shopify and CRMs, analysis with clustering algorithms through Python, and visualization through Tableau.

  • Handled topic and sentiment analysis through Twitter API and Brandwatch. Prepared customized client report covering brand reputation and industry conversations about the client and its competitors across various news and social media platforms.

  • Created four chatbots for various clients via Chatfuel to automate the addressing of customer concerns, increase user engagement, attract and filter quality customers, as well as collect relevant data on users.

Yahoo! Inc.
Community Manager · 
Oct. 2016 to Sept. 2020

  • Managed Yahoo! Philippines Facebook and Twitter pages, coordinating with the Yahoo! Asia HQ in Singapore.

  • The key metric of link clicks from social channels grew by 57%, audience by 27%, and engagement by 30% since start.

  • Curated content for posting based on what will resonate with the Filipino audience for engagement.

  • Analyzed Facebook Insights data to determine succeeding social media strategy.

  • Copywriter for infographic text and consultant for which posts to boost.

Philstar Daily Inc.
Manila, Philippines
Columnist · 
Mar. 2015 to Dec. 2017

  • Wrote about a diverse number of topics for The Philippine STAR'S SUPREME section, from travel, current issues, to personal stories that became viral talking points with readers.

  • In 2015, guested on The Bottomline, an ABS-CBN talk show hosted by the Philippines’ King of Talk, Boy Abunda. On account of my article, “What this atheist thinks we can learn from Pope Francis”, I participated in a roundtable discussion about the Papal visit to our country last January 24, 2015. Other guests included Ambassador Marciano Paynor Jr., broadcast journalist, Jing Castaneda, and Fr. Francis Lucas, former executive secretary of the CBCP - Episcopal Commission on Social Communications and Mass Media.

  • As a freelance writer, my work has also appeared in the Manila Bulletin, Philippine Daily Inquirer, Cosmopolitan Philippines, Meg Magazine, Metro Society Magazine, Rappler, and

Manila, Philippines
Managing Editor · 
Sept. 2015 to June 2017

  • Oversaw production of The Philippine STAR's pop culture section, SUPREME.

  • Maintained contributor relationships with 20+ freelance writers, artists, and photographers and secured 5-10 pieces weekly.

  • Curated and organized content, oversaw layout and overall workflow for the section across 2 years.

  • Contributed ideas and feedback for each issue’s conceptualization.

Krishna Tanwani · Data Science Mentor - FTW Foundation

Cara Wilson · Co-founder - FTW Foundation

Cdr Dhiraj Khanna (retd.) · Data Science Mentor - Springboard