ROLES & RESPONSIBILITIES
Reporting & Data Visualization:
Design and maintain interactive dashboards (Tableau/Power BI/Quick BI) to track KPIs such as CLV, churn, and campaign ROI.
Automate reporting processes to improve efficiency and accuracy.
Present insights to senior leadership, highlighting trends, risks, and opportunities.
Campaign & Promotional Analytics:
Analyze campaign performance across channels (social, paid media, earned media, event activations, etc.) to identify top-performing initiatives.
Partner with the BI & Insights team as well as Marketing teams to design targeted campaigns using customer propensity models.
Track social media metrics (engagement, CAC, ROI) and provide optimization insights.
Evaluate promotional partnerships and events, assessing their impact on customer acquisition/retention.
Loyalty Program Execution & Analysis:
Conduct in-depth analyses of customer spend patterns, tier profitability, and segmentation to optimize loyalty program performance.
Build and deploy predictive models (e.g. RFM, churn prediction, CLV) to forecast customer behavior and evaluate proposed program changes.
Perform cost-benefit analyses of perks, benefits, and tier structures, providing data-backed recommendations to the VP.
Monitor program costs and utilization rates, preparing weekly/monthly reports for financial alignment.
Advanced Analytics & Model Development:
Develop machine learning models (clustering, regression, decision trees) to segment customers and predict engagement.
Execute correlation analyses to measure campaign effectiveness and loyalty program initiatives.
Lead A/B and multivariate testing for marketing campaigns, ensuring statistically valid results.
Maintain attribution models and media mix analyses to optimize marketing spend efficiency.
Team Leadership & Cross-Functional Collaboration:
Manage and mentor analysts, assigning tasks, reviewing deliverables, and fostering skill development.
Collaborate with BI & Insights team to develop holistic performance analytics to analyze, inform and report on brand awareness and impact and targeting, conversion and retention strategies, as well as to drive efficiencies.
Partner with IT, Finance, and Marketing teams to define data requirements and resolve technical challenges.
Translate complex analytical findings into clear, actionable insights for non-technical stakeholders.
QUALIFICATIONS & REQUIREMENTS
Bachelor’s degree in Data Science, Statistics, Computer Science, Economics, or related field.
Master’s degree in a quantitative discipline preferred.
7+ years of experience in analytics/data science, with 2+ years in a leadership role managing teams preferred.
Proven track record in marketing campaign analysis or loyalty program optimization (hospitality/retail experience a plus).
Expertise in Alibaba Cloud and its analytical tools like Quick BI and PAI is preferred.
Advanced SQL for data extraction and manipulation is preferred
Familiarity with database architecture and ETL processes.
Experience with Customer Data Platforms (CDPs), marketing automation tools, and cloud platforms.
Strong storytelling ability to communicate insights to executives.
Agile project management skills.
Collaborative mindset with a focus on cross-functional teamwork.
Detail-oriented with a commitment to data accuracy and quality.