As a Senior Manager of Marketing Analytics, you will play an instrumental role in shaping our marketing strategies and decisions across multiple channels and markets through data-driven insights, analytics solutions and frameworks. Youll have the exciting challenge of decoding complex consumer behaviors, crafting user segmentation models, implementing advanced measurement frameworks, championing experimentation practices, and optimizing our marketing ROI.
This role offers a unique blend of strategic thinking, technical expertise, and leadership that will challenge and excite you every day. Youll be the bridge between complex data and actionable marketing decisions, working closely with cross-functional teams to influence our marketing strategies, from user acquisition to engagement to value optimization. Youll have the opportunity to build and mentor a high-performing team of analysts, elevating the impact of marketing analytics across the organization.
This is a regional role that offers the opportunity to work with multiple businesses and teams that are spread across markets (SG, MY, VN, TH) in Southeast Asia where PropertyGuru group operates in, providing a birds-eye of how consumers, customers and teams across markets interact with our products and businesses. If youre passionate about leveraging data to drive marketing excellence and are ready to make a significant impact in a dynamic, fast-paced environment, this role offers the perfect blend of challenge, innovation, and leadership opportunity.
- Consumer Insights Metrics: Develop a thorough understanding of our product, business and marketing objectives strategy; leverage the same to define and measure the right
- User-Level Campaign-Level metrics that could serve as key inputs to marketing strategy evolution and good leading indicators to business and user outcomes. Conduct detailed analyses of consumer/customer behaviours and journeys across all products, devices, channels, and markets to unearth critical insights and opportunities
- Cross-functional Collaboration: Partner closely with Marketing teams (Organic / Paid / Lifecycle / Consumer) , MarTech teams and Commercial teams to align on a cohesive and data-driven marketing strategy, measurement frameworks and success metrics; share actionable insights recommendations on user/segment evolution and marketing performance to continuously help enhance optimize marketing ROI
- User Segmentation Audience Refinement for Marketing: Build and refine consumer agent segmentation models, identify key micro-segments, enable build of look-alike audiences across various markets and products; work closely with Marketing MarTech teams to then drive enhanced data activation targeted marketing campaigns
- Measurement Frameworks for Marketing Effectiveness: Propose, align and build robust analytics frameworks and methodologies to measure the effectiveness of marketing spend and campaigns, including attribution models, market mix models, payback periods, CAC computation, and LTV/Cohort modelling as applicable. Leverage combination of inbuilt and external tools platforms to help operationalize the same
- Data Storytelling Presenting Narratives: Critique, contextualize, and communicate data insights to provide actionable recommendations. Answer not only the what but also the why, so what, and now what
- Experimentation Champion: Champion and refine experimentation best practices across the various marketing teams, including hypothesis formulation, experiment design, metrics definition, audience selection, uplift measurement
- Team Management Capability Building: Manage a team of marketing data analysts to scale and elevate impact of marketing analytics across the org. Coach and build capabilities within the team to elevate thinking, execution and engagement to drive elevated outcomes through insights
- Leadership: Present insights, recommendations PoVs to the senior leadership; drive data-informed decisions at various levels in the organization and enhance data fluency within the marketing organization.
Requirements:
- Analytics Experience: Proven experience in marketing analytics, with a strong foundation on statistics, experimentation, marketing attribution segmentation frameworks.
- Experience in e-commerce or digital/consumer product sectors is highly preferred.
- Technical Proficiency: Expertise in advanced SQL, data modelling, and familiarity with various BI/Analytics platforms (Looker/ MixPanel/Tableau), Customer Data Platforms (Segment, mParticle), and MarTech/Attribution platforms (Braze, AppsFlyer)
- Strategic Acumen: Exceptional ability in strategic thinking and data storytelling, capable of transforming ambiguous data and problem statements into clear, actionable insights and compelling narratives.
- Leadership Skills: Proven experience in managing and coaching small-midsized teams, with a focus on driving business outcomes and personal growth among team members.
- Stakeholder Management: Strong skills in managing relationships with various levels of stakeholders, thriving in environments with multiple workstreams and leveraging ambiguity as an opportunity for innovation.
