Lexer CDP - The Engine for Omnichannel Customer Experiences

Your company is trying to deliver a perfectly personalized customer experience, but your data is scattered across e-commerce platforms, point-of-sale systems, and loyalty programs. Retail brands were struggling to turn their messy, disconnected data into a unified, actionable view. They needed a single source of truth to actually know who their customers were. When I joined Lexer as the very first Business and Data Analyst (BDA) on the team, my mission was to dive deep into these data challenges and bridge the gap between what brands needed and what our platform could deliver.

What We Built

Enter the Lexer Customer Data Platform (CDP) - a system designed to automatically clean, standardize, and enrich messy customer data into highly accurate profiles.

In my role, I took ownership of the development for three core product modules:

• Segment (Audience Segmentation): Allowing brands to analyze their unified data and effortlessly build highly targeted audiences.
• Activate (Data Enrichment): Enhancing customer data with third-party demographic and lifestyle attributes to give brands a holistic view of their shoppers.

To bring these modules to life, I acted as the central hub, continuously aligning priorities and strategies with stakeholders across Product, Customer Success (CS), and Sales to ensure we were solving real market needs.

The Impact

The journey didn’t stop at just building product features; it extended to building the organization itself.

The biggest impact was structural and operational: I successfully established and scaled the Vietnam product team, growing our local talent pool and acted as “good local . By implementing robust frameworks to manage remote squads across Australia and Vietnam, we drastically accelerated our product delivery cycles. We didn’t just scale a world-class CDP that retailers relied on; we built a cohesive, cross-border product culture capable of sustaining continuous innovation.