Li Pheng, Ooi oversees and manages the market research projects for Cintana. Prior to this role, she worked at INTI International University & Colleges in Malaysia, which was part of the Laureate International Universities network, taking on different responsibilities throughout her tenure.
Her last role at INTI was supporting various functional and campus heads with developing and executing strategic plans to ensure that all are aligned to the direction and growth objectives of the organization. This included developing options and recommendations on strategic issues such as customer satisfaction, product development, new business development, penetrating new segments, understanding competition, etc. Previously, Li Pheng was the Head of Market Research at INTI, responsible for all market research projects that supported strategic decision making as well as managing the product, partnership portfolio and strategy.
She has worked at IBM, Synovate (which was acquired by Ipsos) and Frost & Sullivan, primarily in the field of market research and insights.
Li Pheng graduated with a Bachelor (Hons) of Industrial Technology from University of Science Malaysia as well as a Master of International Studies from IPU New Zealand Tertiary Institute. She also has a Project Management Professional (PMP) certification from Project Management Institute (PMI).