AVP – Data Science, Business Intelligence & Customer Insights
Job Description
What is the focus of this role?
- To lead the Data Science and BI team as well as the Customer Analytics & Insights team
- To build and enhance data science models to drive business objectives
- To identify opportunities to improve processes and strategies with technology solutions for Data
Science and BI
- To provide data analytics and customer insight support to drive engagement and customer lifetime value.
- The role works closely with the Campaign Strategy & Rewards teams as a function of the
Customer Lifecycle Management division.
Responsibilities include:
Analytics:
- Conduct monthly deep dives on consumer segment performance (Sub-base, ARPU, Revenue and
- margins) with a second level insights on product performance by consumer segments.
- Define, measure, and communicate key performance indicators for consumer segments.
- Perform complex analysis and modeling for CLM and GTM activities, with the goal of maximizing revenue, market share and minimizing risk.
- Assist in segment GTM strategy by identifying key drivers for business case/sponsorship and post mortem evaluation, effectiveness of campaigns
- Provide actionable recommendations for opportunities that support business objectives
- identified through ongoing program and customer measurement.
- Manage our research agencies to drive value through qualitative analysis
Data Science
- Use advanced analytics techniques and models to drive business decisions and impact
- Proactively look for new innovative ways to better understand our customers needs and behaviours to drive actionable insights
- Regularly measure existing model performance to improve churn, upsell and cross sell KPI’s
- Continuously look at how we can enrich our data to create new segments and potential target groups
- Data & Business Intelligence
- Provide data and regular reports to the business teams to enhance current strategy for churn, retention, cross and up sell to meet business objectives.
- Manage and continuously improve the performance dashboards and look for opportunities to improve efficiency across the business through new interactive deep dive dashboards
- Oversee the deployment of data to the data warehouse and continuously update and enhance it to keep up with changing business needs.
- Forecasting & Budgeting:
- Facilitate monthly forecast working session among Consumer Marketing teams prior to department interlock
- Align team leaders with respective key drivers with planned marketing activities to meet forecast KPI
- Responsible to submit Consumer forecast and explain trends driven by segment initiatives
Planning:
- Promote consumer segment interests. Support the development of customer-centric marketing and analyses.
- Developing relevant, distinctive and innovative marketing strategies to drive sales and retention among targeted segments
- Improve overall Consumer margin with marketing activities planned according to customer segment margin mix
- Develop new and non-traditional marketing channels to leverage relevant touch points to build segment community, shaping perceptions and encourage purchase behavior
- Optimize retention email, direct mail, and site merchandising performance, including measurement, campaign testing, prioritizing concepts, and developing and testing new longterm contact strategies and customer treatments.
- Cross functional collaborations with Product and Finance on market needs for new creation,
Digital, Sales and Customer Care team in driving compelling GTM plans. Team Leadership
- Manages up to 8 direct reports across data science, data engineering, data visualization and customer analytics
- Core responsibility to coach, retain and grow the team’s capability and skillsets with an emphasis on empowering the team
- Create an environment of continuous business improvement and a culture of innovation
- Form part of the CLM leadership team and add value across Data Science, Customer Insights,
Campaign Strategy and Digital Rewards
- Manage and continuously evaluate the existing BI and Data Science/Analytics tools for optimal performance
Job Requirement
Essential skills and experience:
- Degree in Statistics, Mathematics, Economics Engineering or similar field
- Minimum of 12 years of data science and analytical work experience in a related role, ideally 3+ in the telco industry
- Prior experience using Python, R, SAS, SQL, Data Robot or similar tools
- Experience utilising Visualisation tools – Tableau, PowerBI or similar tools
- Strong Microsoft Excel & PowerPoint skills
Required characteristics:
- Quantitative and comfortable working with large amounts of data
- A self-starter with analytical curiosity and strong business acumen
- Team player who can work in a cross-functional environment
- Strong leader who can guide and mentor at the operational and strategic level
- Good verbal and written communication skills with the ability to present to a senior audience
- Energetic and self-motivated – must be extremely organised and detail orientated
- Strong data science and analytical skills with an eye for an insight and the ability to make data driven recommendations
Why would you take the role?
- Looking for a data science team lead role within a fast-paced and innovative organisation
- Love data and deep dive exploratory analysis
- Have a passion for marketing & customer analytics
- Enjoy working with statistical software
- Want to focus on the technical side of analytics
- Enjoy interacting with stakeholders across the business
- Take satisfaction from seeing your recommendations driving success