ROLE SCOPE & DELIVERABLES:
As both a team lead and an individual contributor, develop and deliver value from data, customer golden record and single customer view. Using profiles and cohorts about known customers’ behaviours, needs and propensities, identify insights that support how we might best drive awareness and engagement in the broader market
Working across multiple channels and data sources, use digital interaction data to develop customer cohorts, behavioural profiles and insights.
Support insights, data science and dashboard development for Brands, CRM and digital marketing
KEY STAKEHOLDERS:
Adds direct value to: marketing and brand development (Digital and brand teams), CRM, Loyalty
Works with: Analytics CoE, experimentation, data science, Data & Analytics community of practice
Responsibilities:
Augmenting behavioural analytics with customer/CRM data, using appropriate integrations
Create cohorts, segment users and perform cohort analysis
Analysing funnel and driving insights into how to improve conversions
Analysing Brand Health Tracker and other leading / lagging market indicators, and connecting insights derived from known customers to the broader market through profiling and cohort analysis
KEY SKILL REQUIREMENTS: Strong understanding of customer profiling, including demographic and psychographics, cohort analysis, sentiment analysis, CLTV, RFM modelling, social profiling Proficiency in data science methods including cluster analysis and nudge analytics Experience in developing and applying insights from the micro cohort to the broader target population Thought leadership: able to identify, articulate and develop the economic value of customer data beyond the immediate purpose of the data collection (loyalty program, call center etc) Role Requirements: Behaviours: - must show commitment to continuous skills improvement / self-learning - strong demonstration of timeliness and delivering to commitments - demonstrated collaborative approach to work - able to take ownership of work outcomes, good at setting stakeholder expectations and communicating progress, challenges and branching opportunities from current tasks - empathetic to our customers and their needs & wants - culturally aligned to Alshaya values - start-up mindset: we are developing a new capability for the enterprise Professional Skills: Agile Methods: able to run a sprint-based delivery Business knowledge: experience in customer analytics use cases (customer segmentation, marketing response analysis) Bachelor’s degree in Information Systems, Math, Computer Science or related field. Strong track record of managing large scale initiatives and delivering capabilities that drive business growth. Ideal candidate comes from B2C or ecommerce marketplace business. You have a strong eye for detail and able to collaborate with stakeholders at all levels – Must have managed multiple stakeholder relationship. Technical Knowledge: 4+ years’ experience in tagging and implementation including GA360, MMP, GA4, MarTech technologies. Solid experience of working with Google Analytics expertise (Google Analytics 360/Premium, GA4, Data Studio & Big Query would be advantageous). Experience of app analytics platforms - Firebase and Adjust/Appsflyer An understanding of HTML, CSS and JavaScript is required. You are comfortable in writing complex SQL queries including Joins, nested functions (have worked on GA360 dataset in Big Query – we would love to hear this!) Experience of implementing Machine Learning models/knowledge of Machine learning in Digital space will put you ahead in queue however this is not a must have. Context: - strongly prefer industry experience with large scale B2C data - prefer experience in customer analytics - prefer experience in Alshaya countries of operation - prefer experience in digital transformation