Market intelligence & strategic advisory
Market and competitive insights for senior leadership, including LLM-powered tooling that sharpened how the business sees its market.
AI & data transformation · Coaching
AI changes what organisations can do. People decide whether it matters.
I'm Amelia Peh. I work inside organisations to make GenAI and data transformation real, and I'm just as interested in what that asks of the humans in it.
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Work
Twelve years turning data and AI into decisions across tech, food delivery, and pharma. The pattern that holds: value comes from adoption, and adoption is human work.
AI & data leadership
I help organisations realise value from AI and data: strategy and roadmaps, Centres of Excellence, LLM and RAG delivery, and the unglamorous work of making adoption actually stick. Whether that means leading a function, advising one, or rolling up sleeves alongside it, the goal is the same: AI that earns its keep.
Full-time · Fractional · Consulting · Pro bono
Start a conversation ↓Coaching
I coach people through transitions into a new role, a new identity, a new season of life. Different thresholds, same work underneath: finding your purpose, reframing your mindset, and understanding the values you carry and why they matter.
1:1 · Weekly or fortnightly · Online or in Singapore
Explore coaching →GenAI & data strategy — CFO org
Shaped a GenAI transformation roadmap and shipped the pilots that proved it, while leading a data team across three countries.
Data governance & public data initiatives
Built a regional data team from zero, and with it governance frameworks, data partnerships, and a self-service analytics product.
Data science in pharma & manufacturing
From process engineer to data science. Forecasting, fraud detection, a U.S. patent on model monitoring, and a global health fellowship in Seattle.
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Resources
Coaching tools to use between sessions or on your own, and the books and podcasts I find myself recommending more than once.
Explore resources →
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About
I turn data into decisions, and decisions into change.
Twelve years across tech and pharma, most recently leading GenAI transformation and market intelligence at Grab, have taught me the hard part was never the data. Adoption runs on trust, incentives, and whether people can see themselves in the future you're describing.
So alongside the technical work, I train as a coach (Co-Active), hold a Mental Health First-Aider certification, and spend a lot of time thinking about how organisations grow the humans inside them. The throughline, at work and outside it: helping people and systems become what they're capable of.
Say hello
The next step is a conversation.
No forms, no funnels. Email me, tell me where you are and what you're wrestling with, and I'll reply.
AI & data work
Hiring, fractional, consulting, or a problem you suspect AI could solve.
Email about AI work →Coaching
Growth, a change of identity, or a season that's ending. The first conversation and first session are free.
Email about coaching →Everything else
Speaking, collaborations, or telling me what you'd add to the resources list.
Just say hello →