Job description

JOB SCOPE

The Senior Analyst will conduct robust analysis by leveraging large volume of data across all data sources to generate actionable insights for the Digital Marketing & eCommerce team to optimize performance that leads to increased revenue for the business.

  • Create meaningful reports to track business performance, aligning to the business objectives
  • Forecast business KPIs for each business unit and track pacing of delivery against targets
  • Automate reporting into dashboards for management and key stakeholders based on each department’s objectives
  • Conduct ongoing data analysis to identify opportunities for driving business success
  • Analyze the results and effectiveness of marketing campaigns to deliver actionable insights and recommendations
  • Conduct deep-dive analysis to understand customer behaviors across all digital platforms including website, mobile, search, display, social media and email
  • Analyze audience performance data throughout the customer journey across the marketing tech stack including Customer Data Platform (CDP) such as Tealium, marketing channels, DMP etc. to improve relationship with our customers through better targeting and messaging (optimization of the customer journey)
  • Collaborate with performance marketing team to optimize conversion rates and KPIs through data analysis across channels (media, website, mobile etc.), user journeys, conversion funnels, campaigns etc.
  • Execute overall data strategy covering multiple data sources including 1st, 2nd and 3rd party data to ensure optimal collection and connection of all data points to drive richer analysis and better insights
  • Support marketing teams on campaign and business analysis to uncover actionable insights to be included into business strategies across all key markets and to our target audience
  • Assist in establishing measurement framework and KPIs for all campaigns and digital initiatives
  • Employ advance measurement and analytics techniques where necessary to uncover deeper insights for driving the business forward
  • Assist in conducting analysis sharing sessions with stakeholders to deliver meaningful findings to spark strategic conversations
  • Create impactful presentations for management team to drive marketing strategies
  • Contribute to business meetings with data findings and relevant insights
  • Participate actively in multi-touch attribution and marketing mix modelling projects (in conjunction with data science agency) to drive decisions on channel and spend optimization through understanding of brand and tactical campaigns impact on conversions

JOB REQUIREMENTS

  • Bachelor’s Degree in related field (eg. Marketing, Economics, Statistics, Mathematics)
  • Minimum 3 years in an analytics role driving performance and delivering strong business results
  • Strong analytical skills with the ability to deliver actionable recommendations through data analysis to influence business decisions and strategies
  • Ability to troubleshoot and problem solve in a fast-paced environment
  • Ability to interpret business performance requirements to identify types of data extract and analysis
  • Well organized and proactive with excellent attention to detail
  • Proactive in leading analysis and troubleshoot data anomalies
  • Take ownership of all data projects and see them through to completion
  • Ability to prioritize and deliver tasks and projects on time
  • Possess a curious mind to want to investigate and constantly ask “why” and provide data driven answers
  • Passion for number crunching and logical problem solving
  • Experience working with BI tools such as Tableau/PowerBI/DataStudio
  • Strong Microsoft Excel skills - advanced formulas, pivot tables, ability to manipulate and prep large datasets, [macros a plus] etc.
  • Good Powerpoint skills (insightful data presentations, story-telling to bring analysis to life)
  • Possess good communication skills (verbal and written)
  • Experience reporting with Web Analytics Tools a plus (Google Analytics, Adobe Analytics, Tealium)
  • Experience in eCommerce or digital marketing a plus
  • Experience with statistical analysis and modelling to drive better measurement a plus
  • Experience orchestrating and running analysis within data warehouse a plus
  • Experience with predictive analytics through machine learning a plus
  • Experience with Python programming language/R statistical programming language a plus

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