Associate Director, Digital Analytics & Performance Management

JOB SUMMARY

• We are looking for an analytical individual that is accountable for driving digital analytics strategies and implementations. The role requires in-depth experience in end to end tracking to insights that discover opportunities in optimizing user experience and supporting digital sales performance growth. You will be an integral member in elevating digital analytics to capture customer digital behaviors across our multi-touch channels of paid, owned, and earned within multiple squads. 
• Position SCB HK as a top digital sales and amongst the best marketing organizations in understanding our customers through the use of digital analytics and insights. 

Business

• Develop digital analytics in alignment with business goals and objectives
• Key contributor of overall KPI in driving digital sales across paid, owned, earned channels.
• Experience in the end to end technical implementation and data verification of Adobe Analytics tagging, DCM, and Appsflyer links
• Conduct performance analysis to provide insights across our customer funnel tracking, sales journeys, and segmentation and customer lifecycle.
• Work closely with businesses to define business requirements, measurement objectives, testing, and reporting; Design tag plan to capture customer behavior digitally
• Assist in data visualization solutions, by gathering requirements and providing recommendations using relevant knowledge and tools to build dashboards 
• Continuously monitor and evaluate the effectiveness of optimization efforts, making data-driven recommendations for iterative improvements
• Keen ability to support squads uncover customer insights that lead to new digital opportunities
• Manages digital sales data, monitoring performance, Campaign & Sales reports, and Return on Marketing Insights dashboard
   

Processes

• Build strong relationships with HK business, Group regional partners, domain specialists, and external technology partners
• Work closely within Agile squads to create best in class digital analytics capabilities and standards. 
• Maintain a strong cross departmental relationship with other Lines of Businesses (LOBs), Compliance, Legal, Risks, etc. Support the streamlining of processes to enhance business efficiency and sales productivity.
• Ensure successful execution of acquisition strategy by managing internal escalations and debottlenecking with internal and external partners.

People & Talent

• Promote the culture of New Ways of Working - agility and speed, client centricity, innovation and continuous improvement.
• Influence stakeholders, able to convince and motivate others to achieve the common business goal.
• Lead through example and build the appropriate culture and values.

Our Ideal Candidate

• Minimum 4 years digital analytics working experience in top-tier strategy consulting firm or 8 years of digital performance experience, Database Marketing & analysis in eCommerce or banking & financial services industry
• Ability to work in a fast-paced and complex environment
• Excellent business analytical ability, inter-personal skill, and ability to translate complex data into actionable insights
• High competency level in problem-solving, detail-oriented with excellent follow-up.
• Energy and desire to drive change, self-motivated to make things happen independently
• Extensive understanding and hands on experience on Adobe Analytics, Adobe Audience Manager, CDP, Google Analytics, DCM, Appsflyer,
• Proficiency in data analysis and reporting tools, such as Microsoft PowerBI, Adobe Analytics, Microsoft Excel, and other relevant platforms.
• Knowledge of ETL , data extraction and processing languages (such as SQL, Python) would be an advantage
• Bachelor's degree in Marketing, Statistics, Data Science, or a related field.

Role Specific Technical Competencies

• Banking Products
• Data Gathering and Analysis
• Digital & Life Cycle Marketing
• Creativity
• MarTech / AdTech / Dashboards