Kenneth D. Lay
SaaS Product Manager & ICT Business Analyst with 9+ years’ experience across e-commerce, logistics, and enterprise platforms. Based in Melbourne, Australia.
 
Overview
I am a Product Manager and ICT Business Analyst with a background spanning SaaS e-commerce platforms, logistics systems, enterprise consulting, and AI model evaluation. My work spans the full SDLC — from requirements elicitation and roadmap planning through to stakeholder alignment, agile delivery, and post-launch optimisation. I bring a technical foundation in software development together with a focus on data-informed decision-making, commercial outcomes, and cross-functional collaboration. I have led migration initiatives affecting up to 1,000 merchants, contributed directly to product revenue through new feature streams, and operated across both startup and large-enterprise environments in Asia and Australia.
 
Education History 2023 – 2025 Melbourne, VIC
Swinburne University of Technology
Master of Information Technology (Software Development)

Graduated 2025
 
 
2009 – 2013 Hong Kong
The Hong Kong University of Science and Technology (HKUST)
B.Eng. (Bachelor of Engineering) in Computer Science (Information Engineering)

Honours: Second Class, Division I (Upper)
Click here to download my academic transcript and diploma (PDF)
 
 
08–12/2011 Charlottesville, VA
University of Virginia
  • Participated in a one-semester Student Exchange Program
 
 
2006 – 2009 Banten, Indonesia
Santa Laurensia Senior High School
 
Training & Licences
  • ACS Skills Assessment — ICT Business Analyst (ANZSCO 261111), Systems Analyst (ANZSCO 261112), ICT Managers nec (ANZSCO 135199)  Current
  • NAATI Credentialed Community Language (CCL) in Indonesian  Current
  • Agile Foundations — 2023
  • Victorian Driving Licence — Full Proficiency  Current
 
Work Experience 2024 – Present Melbourne, VIC
DataAnnotation
Prompt Engineer
  • Evaluated response quality of top-tier AI models, providing structured evaluations and recommendations to refine model accuracy.
  • Crafted 250+ coding and 750+ general prompts and evaluations to test AI model capabilities and identify areas for development.
  • Developed evaluation rubrics to score AI model output quality, standardising training metrics across 10+ projects.
  • Supported accuracy improvements for 3 top-tier AI clients through structured comparative analysis, adhering to strict confidentiality requirements.
 
 
2018 – 2023 Jakarta, Indonesia
SIRCLO
Product Manager — SIRCLO Store
  • Managed end-to-end SDLC for a SaaS e-commerce platform supporting ~1,000 merchants and 30+ logistics partners.
  • Migrated ~1,000 merchants to new e-commerce SaaS infrastructure over ~1.5 years, enabling legacy system retirement and contributing to 10–20% infrastructure cost savings and ≥20% platform speed improvements.
  • Identified fulfilment workflow bottlenecks and launched Auto-AWB (Automatic Air Waybill) feature, eliminating manual shipment tracking and generating ~10–15% of SaaS product revenue.
  • Led development of Front-End Template Development Kit (TDK), reducing template development time by 1.5–4x for internal and partner teams.
  • Delivered WhatsApp customer notification feature contributing ~5% of SaaS revenue.
  • Supported enterprise platform upgrades for key clients including Seiko Indonesia and Anker Indonesia.
  • Developed and managed OKRs, product roadmaps, backlog prioritisation, and release planning; grew merchant base from ~700 to 1,000.
 
 
2021 – 2022 Jakarta, Indonesia
GudangAda
Product Manager — Logistics Vendor Management
  • Analysed legacy Vendor Management System (VMS 2.0) to identify process gaps impacting vendor onboarding and finance settlement compliance.
  • Gathered cross-functional requirements from Vendor, Legal, and Finance teams to develop VMS 3.0 within a 4-month delivery window.
  • Wrote SQL scripts to consolidate fragmented legacy data and identify incomplete vendor records prior to migration; designed a data completion dashboard for the Vendor Management team.
  • Achieved 100% compliant migration of ~30 logistics partner records within <1 month — reducing a process that previously took months or years.
 
 
2017 – 2018 Singapore (Remote)
OpenFeel Singapore
Software Developer
  • Translated client meeting outcomes into formal functional requirements documentation, including database pseudo-schemas and UX flow mock-ups.
  • Developed a Fleet Management System for transport scheduling using C#, ASP.NET, and MSSQL.
  • Reviewed peer-authored requirements and design documentation to improve implementation accuracy.
 
 
2015 – 2016 Jakarta, Indonesia
Accenture
Business and Systems Integration Analyst
  • Analysed system upgrades for Southeast Asian telecommunications platforms supporting ~70 million customers.
  • Developed system integration and UAT test scenarios in collaboration with developers, clients, and internal stakeholders.
  • Managed UAT processes and produced Functional Architecture Documentation for a major telco system upgrade.
  • Facilitated launch of 3–5 revitalised major platform features.
 
 
04–06/2015 Jakarta, Indonesia
Tokopedia
Senior Web Developer
  • Developed features and bug fixes for an internal monitoring dashboard using Perl and SQL.
  • Organised technical documentation within the company’s Atlassian Confluence platform.
 
 
2013 – 2014 Hong Kong
Dow Jones & Company
Web Developer — The Wall Street Journal (Asia)
  • Delivered feature enhancements for subscription platforms supporting ~600K global users using Node.js & MongoDB.
  • Initiated a comprehensive documentation portal using Atlassian Confluence, standardising materials for the Hong Kong Technology team and significantly reducing manual onboarding needs. Planned to scale this to global technology teams.
  • Defined acceptance criteria to streamline QA validation and reduce defect rates.
  • Mentored 3 new hires within the Hong Kong Web Team to accelerate onboarding and contribution.
Click here to download my employment certificate
 
Volunteer Activities 2026 Melbourne, VIC
Expat Playbook (Community)
Videographer
  • Reference: Hayley W & Alice H, Co-Hosts
 
 
2023 – Present Melbourne, VIC
Indonesian Catholic Family (ICF), Catholic Archdiocese of Melbourne
General Volunteer
Reference: Christian P, President
 
 
2023 – Present Melbourne, VIC
St. Francis’ Young Adult Choir (SFYAC), Blessed Sacrament Congregation
Chorister
Reference: Rhys A, Choirmaster
 
 
07/2011–08/2011 and 06/2012–08/2012
Saint Lawrence’s Parish
Website Designer and Developer
Main URL: www.santo-laurensius.org; 
  • Planned and developed a fully-customised parish website
Supervisors:
 
 
Jan & Dec 2008
Santa Laurensia School
Events Photographer for arts and sports events
 
Mar 2008
Artistic and Merchandising Consultant
For a team in INEPO (International Environmental Project Olympiad)
  • Planned & produced banners, packages, labels, video, booklets
The students engaged in competition eventually won silver award
Click here to download my school’s newsletter clip featuring the project
 
Foreign Languages
Indonesian   (Native / Professional)
    NAATI CCL: Credentialed Community Language in Indonesian
English     (Fluent)
    IELTS: 7.0  •  A+ for 2nd & final year university-level English
    Click here to download my IELTS certificate
Mandarin       (Basic)
Cantonese      (Basic)
Ecclesiastical Latin  (Basic)
 
Miscellany
  • Sports   :  Road biking, swimming
  • Interests :  Product Management, Business Analysis, Software Engineering, Web Development, AI & LLM Evaluation, Digital Photography, Videography, Interior Design, Biblical Study, Natural History, Card Games, Gregorian Chant, Sacred Polyphony, Catholic Theology and Philosophy, Catholic Liturgies and Culture, Sacred Arts, History of the Catholic Church, Western Languages, Ecclesiastical Latin, Traveling, Backpacking
 
Objective
Seeking Product Manager and Business Analyst opportunities in Melbourne, Australia, where I can apply my experience in SaaS platforms, stakeholder management, and data-informed product delivery to drive meaningful business outcomes and contribute to digital transformation initiatives.
 
Links
LinkedIn Profile
Dow Jones
Wall Street Journal (Asia) Online
The Hong Kong University of Science and Technology (HKUST)
University of Virginia
Swinburne University of Technology
QS University Rankings 2014
 
Copyright © 2026 Kenneth Darmawan Lay