Specialist - Customer Insights & Personalisation

Overview

Key Responsibilities

• Analyses customer behavior across channels, segments, and lifecycle stages to uncover actionable insights– by conducting deep dives into customer journeys, identifying pain points, drop-offs, and growth opportunities.
• Designs and builds predictive models including churn prediction, propensity to buy or engage, next-best-action / next-best-offer frameworks, Customer Lifetime Value (CLV) models, and recommendation systems, while maintaining, monitoring, and optimizing model performance in production environments.
• Partners with Customer Relationship Management (CRM) and Digital teams to design and activate personalised campaigns and customer journeys, providing data-driven recommendations for offer optimization, targeting, and experimentation, while supporting the rollout of Customer Data Platform (CDP) and Advertising Technology (AdTech) capabilities with analytical logic.
• Designs A/B and multivariate tests to evaluate new experiences, features, and campaign initiatives.
• Collaborates closely with data engineering/IT teams to ensure robust pipelines, data integrity, and customer data unification.
• Develops customer segments using clustering, Recency-Frequency-Monetary (RFM), and behavioral analytics to support targeted engagement and personalization strategies.
• Builds dashboards, KPIs, and self-serve insight tools to enable business stakeholders to access and act on customer analytics.
• Translates complex analytical concepts into clear, compelling insights and narratives to support decision making.
• Ensures compliance with data privacy standards, including General Data Protection Regulation (GDPR) and internal governance policies.
• Conducts fairness and bias checks on datasets and predictive models to ensure accuracy, integrity, and unbiased outcomes.
• Builds frameworks to measure ROI, uplift, and attribution for marketing and product strategies and presents findings and strategic recommendations to stakeholders.
• Ensures customer data is accurate, reliable, and consistently unified.
• Partners with CX, Airport operations, Marketing, Digital, Product, CRM, and Data Engineering teams to align analytics initiatives with business priorities and ensure effective cross-functional delivery.

Qualifications

• Bachelor's Degree (3+ years)
• Fluent in English
• A minimum of 4 years of experience in data science or advanced analytics, ideally in customer-facing industries (retail, travel, e-commerce, telecom, loyalty, etc.).
• Strong proficiency in Python and SQL. Experience with data visualization (Tableau, or similar). Hands-on experience with cloud platforms (Azure, AWS, GCP) preferred. Strong knowledge of statistics, experiment design, and predictive modelling. Experience with machine learning frameworks (e.g., scikit-learn, XGBoost, TensorFlow/PyTorch a plus).
• Years with qualifications: 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.