Assistant Manager, Data Analytics

This role is responsible for building the analytics framework that enables Eu Yan Sang to gain a clear understanding of business, ecommerce and customer performance, and to turn data into actionable recommendations. Operating across Singapore, Malaysia, Hong Kong and International Markets, the role partners closely with Ecommerce, Marketing, CRM, Strategy & Planning and other cross-functional teams to establish reporting frameworks, define KPIs and scorecards, analyse ecommerce and customer lifecycle performance, and enable data-driven planning.

The role combines strong hands-on analytical capability with the ability to work independently with stakeholders, translating business objectives into data requirements and communicating insights clearly to technical and non-technical audiences. As data capabilities mature, the role will also contribute to CDP-driven analytics, including customer segmentation, churn analysis, propensity modelling and customer lifetime value forecasting.

Job Description

Analytics Framework, Reporting & Performance Management

• Design and maintain regional dashboards, scorecards and reporting frameworks across Ecommerce, CRM, customer engagement and paid media.
• Establish consistent KPI definitions, measurement methodologies and reporting standards across all markets.
• Automate recurring reporting and improve the accessibility, accuracy and usability of performance data.
• Partner with stakeholders to translate business objectives into measurable KPIs, reporting requirements and success metrics.
• Drive adoption of dashboards and reporting frameworks by enabling teams to interpret and apply performance data effectively.

Ecommerce & Customer Lifecycle Analytics

• Analyse ecommerce performance, including traffic, conversion, basket behaviour, revenue and funnel drop-offs, to identify performance drivers and optimisation opportunities.
• Analyse customer lifecycle performance across acquisition, engagement, retention, reactivation and churn.
• Conduct cohort, segmentation, purchase frequency, retention, customer lifetime value and behavioural analysis.
• Support CRM, Marketing and Ecommerce teams in identifying priority customer segments and opportunities for cross-sell, upsell and repeat purchase.
• Support CRO initiatives through test analysis, performance evaluation and statistical validation.
• Translate analytical findings into clear business recommendations for market teams and senior stakeholders.

CDP, Data Enablement & Governance

• Support CDP implementation by defining business requirements, customer attributes, event tracking, data taxonomy and analytical use cases.
• Work with IT and development partners to ensure required data is available, accurate and fit for reporting and analysis.
• Identify tracking and data gaps and coordinate with relevant teams to resolve them.
• Maintain data quality standards, KPI documentation, business rules and analytical methodologies.
• As capabilities mature, contribute to advanced analytics such as churn modelling, propensity scoring and customer lifetime value forecasting.

Business Partnership & Strategic Analytics

• Partner with Group and country teams to define business objectives, analytical approaches and performance measurement frameworks.
• Develop reusable analytical templates and scorecards for Ecommerce, Marketing, CRM, Loyalty and other functions.
• Provide analytical support for new products, new business opportunities, operational improvements and strategic initiatives.
• Define baselines, success criteria and measurement approaches before implementation, and assess impact after launch.
• Present insights and recommendations clearly to both technical and non-technical stakeholders and promote data-driven decision-making across the organisation.

Job Requirements

• Bachelor's degree in Statistics, Mathematics, Data Science, Computer Science, Economics, or a related field.
• Relevant certifications such as Google Analytics or Power BI are a plus.
• 5 - 8 years of experience in a data analyst or business intelligence role, in eCommerce, retail, or consumer brands.
• Strong proficiency in Power BI/Big query; experience with Tableau or Looker is also welcome.
• Solid SQL skills: comfortable writing and optimising queries across relational databases.
• Working knowledge of GA4, Google Tag Manager, and eCommerce event tracking.
• Experience building and maintaining reports using CRM or marketing automation platforms
• Familiar with CDP concepts and data pipeline architecture is a plus.
• Competence in Python or R for data manipulation is desirable but not essential.
• Understanding or experience in TCM and wellness is a plus.
• Strong proficiency in English is required; additional language proficiency (e.g., Mandarin) may be beneficial for role-related communication needs
• Strong analytical rigour: you do not just report numbers but analyses them.
• Clear communicator: you can explain what the data means to people who do not live in spreadsheets.
• Detail-oriented and process-driven: you care about data quality as much as data insight.
• Collaborative and curious: you will work across a wide range of teams and platforms.