Headline Partner

Dr Aishah Selamat, At, Digital Product Owner – Customer Data and Personalisation, TUI Group

What has been your career path to date?

Before relocating to the UK, I had close to ten years of industrial experience, managing projects and IT operations in Asia. Although I was a “late bloomer” in terms of academic achievement, I decided to pursue my postgraduate studies at the University of Bedfordshire where I achieved a distinction and also a honorary mention at the University’s convocation. I then received a full PhD scholarship in Creative Technology at Bournemouth University.

For my PhD, I developed an enhanced CRISP-DM analytical model for private coach operators in the UK. For contributing to the UK technology scene, I was given the Tier 1 global talent visa, endorsed by UK Tech Nation. After my PhD, I returned to the industrial field taking on the role as global data product manager with Dyson at its Malmesbury campus, where I worked with commercial stakeholders to assess and refine data for each commercial domain.

Due to a need to relocate for marriage, I transitioned to a new role with TUI Group as a digital product owner in customer data and personalisation. In my role in TUI, I work with cross-functional teams to deliver personalisation features in TUI’s various customer engagement platforms.

What made you choose data as your career focus?

During my postgraduate studies in IT, I chanced upon the topic of big data in one of the emerging technologies classes that I attended. Learning how data can be an asset and shape business decisions, I fell in love with the subject. For my postgraduate research thesis, I studied the impact of predictive analytics on organisations, igniting my passion to help organisations exploit the potential of their data assets. I chose data as my career focus because it fits my scientific curiosity and inquisitive personality. Also, I chose to be in the data product management field as I enjoyed overseeing the end-to-end delivery of projects and being the bridge between business stakeholders and IT.

How aware were you of data as a career opportunity during your education or early work experience? Does this need to be heightened

I had little awareness of data as a career during my educational and early work experience years. For me, it felt like the field of data was still emerging, even only seven to ten years ago. Living in this day and age, where technological advancement and the usage of data is inevitable across all domains, I believe that the immense potential and variation of a career in data needs to be better promoted.

I had an early misconception that a career in data is mostly technically-driven. But having been exposed to different organisations and networking with several groups from different sectors, I now realise that a career in data is not just technically-driven.

What are your key areas of focus for data and analytics in 2022?

I have set out two key areas of focus for this year. Firstly, to assess the business value of deployed data product applications, comparing them to where they were two to three years ago to ensure that they are meeting the needs of the business use cases they were designed for. Secondly, I am keen to understand current and future data trends and technologies that support customer experience. The role of data in measuring customer experience is vital as it tells us what areas we’re doing well in and where we might need to improve.

Tell us about any ambitions you have in terms of becoming a data leader.

My ambition is to define the over-aching vision and strategy to create a world-class customer experience on digital platforms. I want to be involved in shaping how we can build robust and intelligent personalised experiences using data creatively. Currently, I am leading the end-to-end delivery for digital data products, which helps me to chart a realistic vision and strategy in the future. I am also keen to lead, motivate and inspire a high-performing team of product owners/product managers to ensure that their potential is achieved.

What key skills or attributes do you consider will be essential your success in this role?

From my opinion, a sense of foresight is crucial to be a successful data leader. Most industries are faced with a similar challenge of managing and making use of the ever-growing flood of company data. With clear data strategies and long-term planning, organisations can benefit hugely from big data.

How did you develop – and continue to develop – your current skills or attributes?

I always try to get feedback from my colleagues and line manager and that has helped me to recognise my strengths and weaknesses. For the areas that I am weak in, I will scout ways to improve them. I see feedback as an important element for me to get better at what I am doing. Time blocking is an important technique that I’ve applied in my day to day work to ensure that I reserve time to improve my skills and explore new topics. This way I can continue to develop myself and stay curious about new trends.

How do you keep pace or stay in touch with your peer group? Do you see it as important to have an active professional network?

I feel the importance of professional networking cannot be understated. Through networking, I can learn new skills, discover new opportunities and build valuable relationships. I also think it is important to give back to the community to support mid-transition peers or young aspiring professionals who would like to enter the data industry. With my peers situated globally, technology plays a critical role for us to keep in contact regularly online. For my peers in the UK, I prefer to make the effort to connect in person when circumstances allow us.

Dr Aishah Selamat
has been included in:

Future Leaders 2022 (EMEA)

Enabling data and AI leaders to drive impact

Enabling the success of Data and AI leaders and their teams.

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