Senior Officer - Customer Insights & Personalisation

Overview

Key Responsibilities

• Analyses customer behavior, lifecycle trends, digital interactions, and transaction patterns to generate actionable insights that support customer engagement and business performance.
• Builds and maintains dashboards, scorecards, and reports to track customer KPIs (e.g., engagement, retention, NPS, and loyalty metrics).
• Develops and refines customer segments and personas using behavioral, demographic, and value‑based attributes.
• Provides insights from customer KPI driven insights to enhance segmentation, offers, and channel effectiveness.
• Supports the design, execution, and analysis of experiments across marketing and digital channels from customer Lense.
• Provides recommendations to communicate with customers at different stages of customer journey for better customer experience.
• Translates analytical findings into clear and compelling insights to support stakeholder understanding and decision-making.
• Conducts deep-dive analyses to identify opportunities, pain points, and business drivers.
• Provides analytical support for targeted campaigns and personalized customer experiences.
• Builds frameworks to measure the impact of customer journeys on retention and customer value.
• Applies statistical rigor and ensures clear interpretation of analytical outputs to support accurate and reliable insights.

Qualifications

• Bachelor's Degree (3+ years)
• Fluent in English
• A minimum of 3 years of experience in analytics or business intelligence, ideally in customer‑focused industries (retail, e‑commerce, travel, telecom, loyalty).
• Strong proficiency in SQL and Excel. Experience with data visualization tools (Tableau, Looker, etc.). Understanding of CX analytics, customer datasets, and digital behavior metrics.
• Years with qualifications: 5 - 7 years, Years without qualifications (if applicable): 7 - 9 years

Competencies

• Customer Focus
• Teamwork
• Effective Communication
• Personal Accountability & Commitment to achieve
• Resilience & Flexibility (Can do attitude)
• ISR Requirements: Reads and complies with the ISR policies of the Company and diligently reports any weakness or incidents to the respective Line Manager or the Information Security team.
• Completes all required ISR awareness sessions and follows associated guidelines in the day-to-day business operations.