Data Scientist - CRM & Loyalty

Company:
Location: Bengaluru, Karnataka

*** Mention DataYoshi when applying ***

The Role

General Position Definition

  • This role will drive analytics and insights for the Global CRM & Loyalty teams
  • The ideal candidate is passionate about customer analytics - specifically CRM and Loyalty
  • The candidate will have strong quantitative skills (like statistics, mathematics, machine learning) and has applied those skills in solving real world problems in marketing
  • Incumbent is responsible for working on a range of technologies and tools collaborating directly with the marketing stakeholders & other partners

Purpose

  • Leverage analytics, data and deep customer insights to identify and execute innovative programs that continually push CRM initiatives to the next level
  • Build and maintain a test and learn roadmap (A/B Testing) and work to continually iterate and optimize CRM efforts in order to increase the effectiveness of all channels
  • Measure impact of customer engagement initiatives across all channels (email, SMS, push notifications, direct mail, etc.) and optimize campaign spends
  • Support development of the contact strategy with ad-hoc analysis and projects.
  • Lead the design and development of CRM reporting dashboards; establish templates and processes for regularly sharing out CRM progress and results with key stakeholders
  • Develop and evolve advanced segmentation strategies for targeted campaigns driving incremental revenues

Skills

Industry / Functional Expertise

  • Provide deep business expertise in:
    • CRM, Loyalty Analytics: Strong Campaign Analytics experience in both online & offline. Must have worked with Campaign, Loyalty and CRM data. Understands campaign effectiveness study and experienced in planning/targeting for CRM activities based on learning from previous activities
    • Marketing / Customer Analytics: Campaign design and effectiveness testing, churn prediction, cross-sell / up-sell, Market Basket Analysis, Customer segmentation, propensity analysis, customer lifetime value
    • Preferably worked in the past in Retail companies
    • Paid Media Experience is also preferable and will be an added advantage
  • Proficiency Level: Mastery

Stakeholder Engagement Skills

  • Working collaboratively across multiple sets of stakeholders – business SMEs, IT, Data teams, Analytics resources, etc. to deliver on project deliverables and tasks
  • Identify actionable insights that directly address marketing challenges / opportunities
  • Articulate business insights and recommendations (based on model output) to respective stakeholders
  • Understanding business KPI's, frameworks and drivers for performance
  • Proficiency Level: Mastery

Technology Skills

  • Strong experience in specialized analytics tools and technologies (including, but not limited to)
    • Azure Databricks, Alteryx
    • Power BI, Spotfire or other visualization tools
    • Python, R
    • Adobe Analytics (good to have)
  • Statistics / Mathematics: Data Quality Analysis, Data identification, Hypothesis testing, Univariate / Multivariate Analysis, Cluster Analysis, Classification/PCA, Factor Analysis, Linear Modeling, Affinity & Association, Time Series
  • Identify the right approach(es) for given scenario and articulate why the approach fits
  • Assess data availability and modeling feasibility
  • Proficiency Level: Skill-to-Mastery

Special Challenges

  • Must have Skills:
    • Knowledge of Direct marketing and CRM principles (segmentation, lifecycle management, etc.).
    • Familiarity with the marketing funnel and customer journey frameworks to guide strategy.
  • Easily analyzes, draws and synthesizes important insights from complex data.
  • Extremely curious and self-driven to understand business performance through data.
  • Ability to translate a business or marketing question into a well-defined analytical plan that includes data requirements for technical resources to extract the necessary data.
  • Rapid onboarding on projects, understanding analytics goal and working with ill-defined datasets
  • Communicating technical jargon in plain English to colleagues within Data Science team and outside
  • Virtual working with network of colleagues located throughout the globe

Dimensions

  • Support design and delivery of analytics projects, within Retail business unit in Shell

Experience

  • Minimum 5-7 years of relevant experience in Marketing / Customer Analytics
  • Preferred experience in Retail or E-commerce managing CRM and Loyalty Data
  • Good interpersonal communication skills and influencing skills
  • Eagerness to learn and ability to work with limited supervision
  • Advanced university degree in Mathematics, Statistics, Engineering, Economics, OR, etc.

Disclaimer

Please note: We occasionally amend or withdraw Shell jobs and reserve the right to do so at any time, including prior to the advertised closing date. Before applying, you are advised to read our data protection policy. This policy describes the processing that may be associated with your personal data and informs you that your personal data may be transferred to Royal Dutch/Shell Group companies around the world. The Shell Group and its approved recruitment consultants will never ask you for a fee to process or consider your application for a career with Shell. Anyone who demands such a fee is not an authorised Shell representative and you are strongly advised to refuse any such demand. Shell is an Equal Opportunity Employer.

*** Mention DataYoshi when applying ***

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