Jeni Wong
Digital Analytics Lead at Entain
Data Scientist & Marketing Analytics Leader with 10+ years’ experience in brand and performance marketing. Skilled at building machine learning models, marketing mix modelling, and predictive analytics to optimize digital campaigns, customer segmentation, and engagement. Proven success partnering with marketing teams at PwC, KFC and Uber to drive ROI, personalization, and real-time decision-making. Finalist in the B&T Women Leading Tech 2023 (Data Science).
I bring a unique blend of creativity and analytics, with deep expertise in data strategy, marketing technology, and test-and-learn frameworks that challenge traditional thinking and unlock innovative solutions. Passionate about mentoring the next generation, I have lectured at UQ and QUT, and I hold a Master of Data Science Strategy and Leadership (RMIT, Distinction). I thrive on turning data into powerful stories that inspire smarter decisions and accelerate business growth.
Career & Background
What inspired you to do what you are doing now?
My interest really grew from seeing how much organisations rely on data to make decisions, while many people still struggle with understanding and trusting the data they use. That inspired me to focus not only on improving data quality and governance, but also on educating others and improving data literacy across teams. I enjoy helping people become more confident in working with data, while also putting the right structures in place so data is reliable, well‑managed, and supports better decision‑making.
What was your journey and where are you headed in your career right now?
I have over 10 years of experience across marketing, sales, and advertising, where I developed strong skills in understanding customer behaviour, analysing performance data, and working with cross‑functional teams to drive business outcomes. About four years ago, I decided to pursue a different path in data science, building on my interest in data and analytics. Since then, I’ve been focused on translating complex data into actionable insights, while also working on improving data quality, governance, and data literacy to help organisations make better data‑driven decisions.
Your favourite food for thought
Books
- Atomic Habits
- Boundaries
- Be the Unicorn
Podcasts / Thought Leaders
- The Diary of a CEO
- Deep End with Lecrae
- The Leader’s Cut
What drives and inspires you
What are your core values?
- Authenticity
- Fun
- Making a difference
Who is your biggest inspiration and why?
My dad has been a major inspiration for me. When we were young, he worked overseas to provide our family with better education and opportunities. His dedication to continuously pursuing his career and education has always motivated me. He holds five master’s degrees across different disciplines, and his commitment to lifelong learning has strongly influenced my own drive to keep growing and developing professionally.
You as a Mentor
What are the top skills or qualities you bring to mentoring?
- Confident
- Direct and honest
- Empathetic
- Sees potential in others
- Resilient
Ready to be a part of Assisterhood as a Mentee?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.