Job Description

Selangor, Malaysia

Job Family Group: Research and Development

Worker Type: Regular

Posting Start Date: June 23, 2022

Business unit: Finance

Experience Level: Experienced Professionals

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Data Scientist (CRM)

Job Group Level: 5

General Position Definition

• This role will responsible for delivering analytics and insights for the Global CRM & Loyalty teams in Shell's Retail business
• The ideal candidate is passionate about customer analytics - specifically CRM and Loyalty
• The candidate will have strong quantitative skills (like statistics, mathematics, machine learning) and has applied those skills in solving real world problems in marketing
• Individual will be a technical expert on a range of technologies and tools

Purpose

• Leverage analytics, data and deep customer insights to identify and execute innovative programs that continually push CRM initiatives to the next level
• Build and maintain a test and learn roadmap (A/B Testing) and work to continually iterate and optimize CRM efforts in order to increase the effectiveness of all channels
• Measure impact of customer engagement initiatives across all channels (email, SMS, push notifications, direct mail, etc.) and optimize campaign spends
• Support development of the contact strategy with ad-hoc analysis and projects.
• Lead the design and development of CRM reporting dashboards; establish templates and processes for regularly sharing out CRM progress and results with key stakeholders
• Develop and evolve advanced segmentation strategies for targeted campaigns driving incremental revenues

Skills

Industry / Functional Expertise

• Provide deep business expertise in:

• CRM, Loyalty Analytics: Strong Campaign Analytics experience in both online & offline. Must have worked with Campaign, Loyalty and CRM data. Understands campaign effectiveness study and experienced in planning/targeting for CRM activities based on learning from previous activities
• Marketing / Customer Analytics: Campaign design and effectiveness testing, churn prediction, cross-sell / up-sell, Market Basket Analysis, Customer segmentation, propensity analysis, customer lifetime value
• Preferably worked in the past in Retail companies
• Paid Media Experience is also preferable and will be an added advantage

• Proficiency Level: Mastery

Stakeholder Engagement Skills

• Working collaboratively across multiple sets of stakeholders - business SMEs, IT, Data teams, Analytics resources, etc. to deliver on project deliverables and tasks
• Identify actionable insights that directly address marketing challenges / opportunities
• Articulate business insights and recommendations (based on model output) to respective stakeholders
• Understanding business KPI's, frameworks and drivers for performance
• Proficiency Level: Mastery

Technology Skills

• Strong experience in specialized analytics tools and technologies (including, but not limited to)

• Azure Databricks, Alteryx
• Power BI, Spotfire or other visualization tools
• Python, R
• Adobe Analytics (good to have)
• Statistics / Mathematics: Data Quality Analysis, Data identification, Hypothesis testing, Univariate / Multivariate Analysis, Cluster Analysis, Classification/PCA, Factor Analysis, Linear Modeling, Affinity & Association, Time Series
• Identify the right approach(es) for given scenario and articulate why the approach fits
• Assess data availability and modeling feasibility
• Proficiency Level: Skill-to-Mastery

Special Challenges

• Must have Skills:

• Knowledge of Direct marketing and CRM principles (segmentation, lifecycle management, etc.).
• Familiarity with the marketing funnel and customer journey frameworks to guide strategy
• Easily analyzes, draws and synthesizes important insights from complex data.
• Extremely curious and self-driven to understand business performance through data.
• Ability to translate a business or marketing question into a well-defined analytical plan that includes data requirements for technical resources to extract the necessary data.
• Rapid onboarding on projects, understanding analytics goal and working with ill-defined datasets
• Communicating technical jargon in plain English to colleagues within Data Science team and outside
• Virtual working with network of colleagues located throughout the globe

Experience

• 5-9 years of relevant experience in Marketing / Customer Analytics
• Strong team management skills
• Preferred experience in Retail or E-commerce managing CRM and Loyalty Data
• Good interpersonal communication skills and influencing skills
• Eagerness to learn and ability to work with limited supervision
• Advanced university degree in Mathematics, Statistics, Engineering, Economics, OR, etc.

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