职位描述
用户调研行业调研商业调研互联网电商广告/公关/营销
JOB SUMMARY & AREAS OF ACCOUNTABILITY
The Senior Manager – Analytics will play a critical role in executing data-driven strategies to optimize Galaxy Entertainment Group’s Digital Marketing (paid media & social analytics), CRM, and Loyalty Program initiatives. This position is responsible for leading advanced analytics projects, managing day-to-day operations of the analytics team, and translating high-level strategic goals into actionable insights. The Senior Manager will oversee two analysts and report to the VP – Analytics in driving marketing effectiveness & efficiency, and customer engagement, retention, and loyalty.
This role requires a hands-on leader with expertise in statistical modeling, machine learning, and campaign analytics, coupled with strong project management and mentorship skills. The Senior Manager will collaborate closely with cross-functional teams including IT, Marketing, Finance, agencies, and others.
The Senior Manager – Analytics will play a critical role in executing data-driven strategies to optimize Galaxy Entertainment Group’s Digital Marketing (paid media & social analytics), CRM, and Loyalty Program initiatives. This position is responsible for leading advanced analytics projects, managing day-to-day operations of the analytics team, and translating high-level strategic goals into actionable insights. The Senior Manager will oversee two analysts and report to the VP – Analytics in driving marketing effectiveness & efficiency, and customer engagement, retention, and loyalty.
This role requires a hands-on leader with expertise in statistical modeling, machine learning, and campaign analytics, coupled with strong project management and mentorship skills. The Senior Manager will collaborate closely with cross-functional teams including IT, Marketing, Finance, agencies, and others.
ROLES & RESPONSIBILITIES
Reporting & Data Visualization:
Design and maintain interactive dashboards (Tableau/Power BI/Quick BI) to track KPIs such as CLV, churn, and campaign ROI.
Automate reporting processes to improve efficiency and accuracy.
Present insights to senior leadership, highlighting trends, risks, and opportunities.
Campaign & Promotional Analytics:
Analyze campaign performance across channels (social, paid media, earned media, event activations, etc.) to identify top-performing initiatives.
Partner with the BI & Insights team as well as Marketing teams to design targeted campaigns using customer propensity models.
Track social media metrics (engagement, CAC, ROI) and provide optimization insights.
Evaluate promotional partnerships and events, assessing their impact on customer acquisition/retention.
Loyalty Program Execution & Analysis:
Conduct in-depth analyses of customer spend patterns, tier profitability, and segmentation to optimize loyalty program performance.
Build and deploy predictive models (e.g. RFM, churn prediction, CLV) to forecast customer behavior and evaluate proposed program changes.
Perform cost-benefit analyses of perks, benefits, and tier structures, providing data-backed recommendations to the VP.
Monitor program costs and utilization rates, preparing weekly/monthly reports for financial alignment.
Advanced Analytics & Model Development:
Develop machine learning models (clustering, regression, decision trees) to segment customers and predict engagement.
Execute correlation analyses to measure campaign effectiveness and loyalty program initiatives.
Lead A/B and multivariate testing for marketing campaigns, ensuring statistically valid results.
Maintain attribution models and media mix analyses to optimize marketing spend efficiency.
Team Leadership & Cross-Functional Collaboration:
Manage and mentor analysts, assigning tasks, reviewing deliverables, and fostering skill development.
Collaborate with BI & Insights team to develop holistic performance analytics to analyze, inform and report on brand awareness and impact and targeting, conversion and retention strategies, as well as to drive efficiencies.
Partner with IT, Finance, and Marketing teams to define data requirements and resolve technical challenges.
Translate complex analytical findings into clear, actionable insights for non-technical stakeholders.
QUALIFICATIONS & REQUIREMENTS
Bachelor’s degree in Data Science, Statistics, Computer Science, Economics, or related field.
Master’s degree in a quantitative discipline preferred.
7+ years of experience in analytics/data science, with 2+ years in a leadership role managing teams preferred.
Proven track record in marketing campaign analysis or loyalty program optimization (hospitality/retail experience a plus).
Expertise in Alibaba Cloud and its analytical tools like Quick BI and PAI is preferred.
Advanced SQL for data extraction and manipulation is preferred
Familiarity with database architecture and ETL processes.
Experience with Customer Data Platforms (CDPs), marketing automation tools, and cloud platforms.
Strong storytelling ability to communicate insights to executives.
Agile project management skills.
Collaborative mindset with a focus on cross-functional teamwork.
Detail-oriented with a commitment to data accuracy and quality.
Reporting & Data Visualization:
Design and maintain interactive dashboards (Tableau/Power BI/Quick BI) to track KPIs such as CLV, churn, and campaign ROI.
Automate reporting processes to improve efficiency and accuracy.
Present insights to senior leadership, highlighting trends, risks, and opportunities.
Campaign & Promotional Analytics:
Analyze campaign performance across channels (social, paid media, earned media, event activations, etc.) to identify top-performing initiatives.
Partner with the BI & Insights team as well as Marketing teams to design targeted campaigns using customer propensity models.
Track social media metrics (engagement, CAC, ROI) and provide optimization insights.
Evaluate promotional partnerships and events, assessing their impact on customer acquisition/retention.
Loyalty Program Execution & Analysis:
Conduct in-depth analyses of customer spend patterns, tier profitability, and segmentation to optimize loyalty program performance.
Build and deploy predictive models (e.g. RFM, churn prediction, CLV) to forecast customer behavior and evaluate proposed program changes.
Perform cost-benefit analyses of perks, benefits, and tier structures, providing data-backed recommendations to the VP.
Monitor program costs and utilization rates, preparing weekly/monthly reports for financial alignment.
Advanced Analytics & Model Development:
Develop machine learning models (clustering, regression, decision trees) to segment customers and predict engagement.
Execute correlation analyses to measure campaign effectiveness and loyalty program initiatives.
Lead A/B and multivariate testing for marketing campaigns, ensuring statistically valid results.
Maintain attribution models and media mix analyses to optimize marketing spend efficiency.
Team Leadership & Cross-Functional Collaboration:
Manage and mentor analysts, assigning tasks, reviewing deliverables, and fostering skill development.
Collaborate with BI & Insights team to develop holistic performance analytics to analyze, inform and report on brand awareness and impact and targeting, conversion and retention strategies, as well as to drive efficiencies.
Partner with IT, Finance, and Marketing teams to define data requirements and resolve technical challenges.
Translate complex analytical findings into clear, actionable insights for non-technical stakeholders.
QUALIFICATIONS & REQUIREMENTS
Bachelor’s degree in Data Science, Statistics, Computer Science, Economics, or related field.
Master’s degree in a quantitative discipline preferred.
7+ years of experience in analytics/data science, with 2+ years in a leadership role managing teams preferred.
Proven track record in marketing campaign analysis or loyalty program optimization (hospitality/retail experience a plus).
Expertise in Alibaba Cloud and its analytical tools like Quick BI and PAI is preferred.
Advanced SQL for data extraction and manipulation is preferred
Familiarity with database architecture and ETL processes.
Experience with Customer Data Platforms (CDPs), marketing automation tools, and cloud platforms.
Strong storytelling ability to communicate insights to executives.
Agile project management skills.
Collaborative mindset with a focus on cross-functional teamwork.
Detail-oriented with a commitment to data accuracy and quality.
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