With a passion for data, Sameer is the Chief Analytics Officer at DBS. He has over 20 years of experience in finance, focused on front-end banking and financial services experience across analytics, commercial excellence, strategic marketing, customer experience, change management and pricing. In his current role, he leads the DataFirst transformation programme for DBS, which aims to drive the organisation towards maximising value from data to change the way it runs its business. Prior to this role, Sameer was the Regional Head for Business Analytics for CBG, where he led the delivery of contextual marketing solutions by leveraging on big data and experimentation to deliver personalised customer engagement. Before joining DBS, Sameer was with IBM as the Customer Care & Insights Solutions leader for banking clients in ASEAN and with Standard Chartered Bank. Sameer started his career with GE Capital where he spent 16 years driving transformation initiatives. He progressively took on larger roles at GE Capital and his last role was as the Chief Marketing Officer and Business leader for Unsecured business for GE Money Singapore. He is also a GE certified Six Sigma Black Belt.