Job Description

Growth Analytics Manager
About MOVE
MOVE is Asia's leading low-cost carrier OTA, operating across key APAC markets with ambitious expansion targets. We're driving aggressive market penetration across Malaysia, Thailand, Philippines, Indonesia, and emerging Central Asia markets while expanding our product ecosystem into hotels, SNAP (Flight+Hotel), and duty-free offerings.
Position Overview
The Growth Analytics Manager will be the analytical powerhouse behind MOVE's strategic expansion, responsible for event tracking infrastructure, campaign incrementality analysis, and proactive opportunity identification. This role bridges product, marketing, and SEO teams to drive data-informed decisions that accelerate our path to market dominance.
Key Responsibilities
Analytics Infrastructure & Event Management
Own end-to-end website event tracking architecture, ensuring accurate data capture across the entire user journey from search to booking.
Design and implement tracking for new product features (hotels, SNAP, duty-free) to measure cross-sell effectiveness.
Maintain data quality standards and troubleshoot tracking discrepancies that impact business decisions.
Build automated dashboards for real-time monitoring of key conversion metrics across all markets.
Campaign Incrementality & Performance Analysis
Develop and execute incrementality testing frameworks to measure true campaign lift across channels (SEM, Meta, TikTok, Google).
Conduct deep-dive analysis on marketing spend efficiency, identifying underinvestment opportunities during high-ROI periods.
Build predictive models for seasonal demand patterns to optimize monthly budget allocation.
Analyze market-specific performance against seat targets, providing strategic recommendations for budget reallocation.
Proactive Opportunity Identification & Project Leadership
Mine user behavior data to identify friction points in the booking funnel and propose product improvements.
Develop business cases for new growth initiatives, quantifying potential revenue impact and resource requirements.
Lead cross-functional projects that emerge from data insights, from concept through implementation and measurement.
Identify user segment opportunities for reactivation campaigns across key markets.
Advanced Analytics & Meta Analytics
Leverage Meta Advanced Analytics to optimize audience targeting and creative performance.
Conduct cohort analysis to understand user lifetime value by acquisition channel and market.
Build attribution models that account for multi-touch customer journeys across devices and channels.
Analyze MAU growth trends and develop strategies to drive engagement and retention.
Success Metrics (First 12 Months)
Achieve 95%+ event tracking accuracy across all conversion touchpoints.
Identify and implement 5+ high-impact optimization projects that drive measurable revenue lift.
Reduce cost per flight search (CFS) through incrementality-driven budget optimization.
Increase cross-sell conversion rates to hotels/SNAP through data-driven improvements.
Required Qualifications
5+ years in growth analytics, product analytics, or performance marketing analytics roles.
Expert proficiency in Google Analytics 4, GTM, and event tracking implementation.
Strong SQL skills and experience with BI tools (Tableau, Looker, or similar).
Demonstrated experience designing and analyzing incrementality tests and A/B experiments.
Deep understanding of digital marketing attribution and measurement methodologies.
Preferred Qualifications
Experience in travel/OTA industry with understanding of booking funnel dynamics.
Proficiency in Python or R for statistical analysis and predictive modeling.
Knowledge of Meta Ads Manager, Google Ads, and TikTok Ads platforms.
Experience working across multi-market APAC environments.
Background in building measurement frameworks from ground up.
Technical Skills
Advanced: Google Analytics 4, GTM, SQL, Excel/Google Sheets.
Proficient: Meta Analytics, Looker Studio, Statistical analysis.
Familiar: Python/R, BigQuery, Mixpanel/Amplitude.
We are all different - one talent to another - that is how we rely on our differences. At AirAsia, you will be treated fairly and given all chances to be your best.We are committed to creating a diverse work environment and are proud to be an equal opportunity employer.
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Skills Required