Melbourne, Australia
Analytics leadership · Applied AI · Business strategy
I lead analytics that inform commercial decisions and put AI to work on business problems, connecting customer understanding with strategy and delivery.
I'm Meeno Zen. At Crown Resorts, I lead group digital product performance across web and app experiences. My background spans marketing analytics, agency leadership and business ownership.
I bring that perspective to questions about customer behaviour, marketing performance and where AI can make work more effective. My role is to establish what matters, set a direction and carry it through into practice.
01 / Expertise
The problems I help solveI connect analytical depth with a wider business perspective, helping teams establish priorities, make informed decisions and carry the work through.
I shape measurement around business priorities, challenge the quality of the evidence and turn performance analysis into recommendations. My work connects marketing, customer behaviour and digital product performance, giving stakeholders a clearer basis for action.
Explore the measurement workI identify where AI can improve a process or expand what a team can deliver, then shape the solution around the business need. I work across direction and implementation, establishing what the system should do, how its output should be checked and where human judgment belongs.
Explore the AI content assistantI use research, performance evidence and experience across enterprise, agency and business ownership to assess opportunities and trade-offs. That perspective informs where to focus, what to improve and how to turn a recommendation into practical work.
Explore the strategy work02 / Selected work
The challenge, the work and the resultSelected work across enterprise analytics, applied AI and business strategy. Each case explains the problem, the choices I made and the work that followed.
Crown Resorts / Measurement strategy
At Crown Resorts, I connect business questions, measurement design and agency delivery, then review whether the reporting supports the intended conclusion.
My contribution
Lead the path from stakeholder discovery to measurement design, analysis and recommendations. Agency partners undertake substantial implementation; I connect the business question, technical requirements and interpretation.
A clear question, an explicit handoff and a way to check the work.
Connected measurement design, clear agency briefs and practical reporting review.
I lead the measurement design, requirements and delivery coordination for web and app work across Melbourne, Sydney and Perth. Delivery is collaborative: agency partners undertake substantial implementation, while I connect business needs, analytics design and quality checks.
Clarify the decision, define the measures and separate technical quality checks from stakeholder acceptance and activation readiness.
Across Melbourne, Sydney and Perth, I connect reporting with the question behind it: what changed, why it matters and where to improve. The case illustrates that work with examples that keep internal data private.
Applied AI / Crown Resorts
A Copilot Studio content assistant, available in Microsoft Teams, that brings SharePoint policy and brand guidance into the drafting process.
My contribution
Built the content assistant and connected its knowledge sources, bringing retrieval-augmented generation into a familiar working environment. Designed a further legal-review handoff to make questions and supporting evidence easier to review.
Content preparation and internal review: from several weeks to around 1 to 2 days.
Reported from my experience of content preparation and internal review, not a controlled comparison. Legal review remains separate.
Built Teams assistant. Public reconstruction; legal routing remains proposed.
The built assistant accepts a brief or existing copy in Teams and uses SharePoint knowledge to help prepare policy-aligned content. Its purpose is to make relevant guidance available during drafting, rather than leave every check until review.
The proposed extension prepares a reviewer packet and routes unresolved questions to the appropriate person. That extension is presented as a design, separately from the built content assistant. AI assistance does not replace legal approval.
Content preparation and internal review shortened from several weeks to around 1 to 2 days in my experience. Direct drafting and revision replaced the agency briefing cycle. Legal review, where required, remains separate.
Victorian Restorations / AI-assisted delivery
Research and analytical judgment turned into a business-specific website through AI-assisted delivery.
My contribution
Analysed the existing offer, shaped the experience around owner questions, and directed AI-assisted content, imagery and implementation. Checked the result in working previews and recorded the decisions for future development.
Research sets the direction. Judgment turns AI output into a working experience.
Research, analytical judgment and AI-assisted delivery. Working demonstration.
Directed service content, architectural imagery, day-to-night lighting and image-led chapters as parts of the same visitor journey.
Reviewed geometry, motion, responsive crops and reading hierarchy in working previews. Refined specific weaknesses while preserving approved design decisions.
Documented the visual language and interaction rules for human collaborators and future AI-assisted work. Delivery outputs are distinct from commercial results.
Cluckin’ Good / Independent strategy study
A complete media-planning response for a concept restaurant brand, connecting published research, channel strategy, market planning, budget allocation and measurement.
My contribution
Interpreted the brief, directed research and AI-assisted execution, developed and reviewed the recommendations, and built the interactive strategy and supporting materials.
Five connected planning outputs. Decisions you can trace back to the evidence.
Five planning outputs, interactive calculations and supporting evidence. Illustrative inputs; no measured campaign results.
Channel strategy, market plan, budget, measurement and partnerships, with inspectable calculations and evidence.
Published research and illustrative planning data. The outcome is the completed strategy; campaign performance has not been measured.
03 / Method
From question to decisionI start with the business question and stay involved as the work takes shape. That means testing assumptions, making trade-offs explicit and checking whether the delivery still serves its purpose.
01 / Frame the decision
Establish the business objective, the people affected and the decision the work needs to support. A clear brief gives analysis and implementation something useful to work towards.
02 / Examine the evidence
Bring together performance data, customer research and operational context. Challenge conflicting signals and make uncertainty visible before it becomes a recommendation.
03 / Choose the approach
Assess whether the problem needs better measurement, a change to the experience or an AI-supported workflow. Weigh the benefit against complexity, risk and the demands of ongoing use.
04 / Carry it through
Connect direction with delivery. Review the implementation, investigate exceptions and establish what needs to be checked before the work is accepted.
Illustrative model / not client data or a live AI service
Set shared sources, constraints and acceptance checks. Give research, analysis and checking tasks a clear scope and return format. Coordinate dependencies before combining the findings.
Check sources, claims and calculations. Send specific gaps back for correction, then review the assembled response before release.
The method in practice
Two first-90-days pathways: insights and performance, or applied AI. The priorities change; the discipline stays consistent.
04 / Writing
Measurement, analytics and applied AIPractical guides and analysis on measuring what matters, checking the evidence and making AI useful.
Explore all writing05 / Experience
The full career, from 2009My career spans enterprise brands, agencies, publishing, e-commerce and business ownership. The common thread is understanding the customer, improving the work and taking responsibility for the result.
Design taught me to make complexity readable. Running a business made the commercial consequences real. Analytics gives me a way to test the answer.
2 roles / most recent first
Apr 2024 to present
Group Digital Product Performance Manager
I lead digital product performance across Crown's Melbourne, Sydney and Perth properties, connecting website and app measurement with product and commercial decisions.
2022 to present
I lead digital product performance across Crown's Melbourne, Sydney and Perth properties, connecting website and app measurement with product and commercial decisions.
Led data-collection infrastructure and reporting across mastheads and Compare Money, working with agencies on paid-media strategy and campaign performance.
2016 to 2022
Led performance marketing and analytics across agency accounts and internal operations.
Built and led a remote in-house marketing team during a contract assignment.
Led measurement and conversion optimisation across client programmes and agency operations.
Delivered measurement, digital insight and performance reporting for Yellow Pages, White Pages and Thryv Agency accounts.
Led digital marketing and paid-search performance for the Victorian Government careers portal and other client programmes.
Supported the launch and growth of CareerOne RECRUIT through audience research, partner acquisition and multi-channel marketing.
2009 to 2016
Founded and operated a Shopify business selling designer phone accessories, owning the commercial and customer experience end to end.
Created web and brand design for businesses, translating audience needs and brand objectives into visual identities and digital experiences.
Managed the Sydney branch of Global Education's Australian IELTS training operation, overseeing marketing, business relationships and teaching operations.
Education and design
BA, English Language and Literature
Tianjin Foreign Studies University
Certificate IV in Design
Shillington College
Professional record
For my wider professional profile, credentials and connections:
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