Our client, a leading global travel retailer, is looking for a commercially-minded Commercial Analytics & Customer Marketing Manager to lead customer conversion initiatives across the APAC region. This is a highly analytical role where you'll leverage data and consumer insights to influence marketing decisions, improve customer conversion and drive measurable business results.
While the role includes campaign management and in-store activations, approximately 70% of the position focuses on analytics, consumer insights and commercial performance, with the remaining 30% centred on developing and driving marketing campaigns.
Key Responsibilities
- Analyse sales, customer and campaign performance data across APAC markets to identify opportunities to improve conversion, ATV, customer penetration and promotional effectiveness.
- Translate data into actionable commercial insights and recommend marketing strategies based on historical performance and ROI.
- Lead end-to-end campaign management, from opportunity identification and promotional mechanics planning through to execution and post-campaign evaluation.
- Develop creative briefs for the in-house creative team, providing clear direction on campaign objectives, messaging, themes and customer call-to-actions.
- Partner with Commercial, Category, Retail Operations and local market teams to deliver impactful in-store marketing activations.
- Evaluate campaign profitability through ROI, breakeven and P&L analysis to support commercial decision-making.
- Manage ad hoc promotional initiatives, including airport-led activations and pop-up stores, in a fast-paced environment.
- Leverage SAP, Power BI and Excel to extract, analyse and interpret data that supports business growth.
- Influence cross-functional stakeholders through strong communication, sound commercial judgement and data-driven recommendations.
Key Requirements
- Degree in Business, Marketing, or related discipline.
- Ideally 5 to 7 years of experience in commercial analytics and customer marketing, preferably within the Retail or FMCG industry.
- Strong analytical skills with the ability to transform data into meaningful commercial recommendations.
- Hands-on experience with SAP, Power BI (good to have), and advanced Excel.
- Solid understanding of key commercial metrics including conversion, ATV, ROI and campaign performance.
- Strong commercial acumen with the ability to assess promotional profitability, margins, breakeven and P&L impact.
- Proven project and campaign management skills with the ability to manage multiple priorities.
- Excellent stakeholder management, communication and influencing skills.
- Agile, decisive and comfortable working in a dynamic, fast-paced environment.
Please note that only short-listed candidates will be contacted.
Executive Compass Pte Ltd. Co. Registration no.: 202400973R | EA Licence no.: 24S2107 | Reg No. R1110985
