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Yih Cheng Yak serves as the Regional Head of Consulting for the Marketing Technology Practice at ADA, managing a team of 21 professionals focused on digital marketing transformation, customer experience design, and analytics. With extensive experience in data consultancy and business intelligence, Yih Cheng has held key roles in various organizations, including Director of Business Solutions at ADA and Head of Business Technology at Tribal Worldwide. Yih Cheng has also contributed as a mentor for the German Accelerator Southeast Asia program and as an adjunct lecturer at Nanyang Technological University. Prior experience includes significant positions at DDB Group Singapore and Rapp Singapore, with a strong background in managing client relationships and driving data and CRM initiatives for major brands. Yih Cheng Yak holds a Bachelor's degree in Computing from the National University of Singapore and a diploma in Marketing from McDonald's Worldwide Hamburger Marketing University.