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