Overview of the Role:

The CRM Data Analyst owns CRM analytics, BI reporting, and automation frameworks that drive data-led decision-making across digital and retail. The role blends analytics and execution—designing customer segments, lifecycle models, and automation journeys while supporting end-to-end CRM campaign operations. You will partner with digital, retail, brand, and tech teams to integrate CRM, marketing automation, and data platforms, ensuring insights translate into scalable, high-performing customer engagement.

This role is highly hands-on, with a strong emphasis on CRM campaign execution, automation logic/scenario building, and analytics-driven reporting.

What You Will Do:

CRM Campaign Management & Automation

• Build, manage, and optimize automation journeys (onboarding, re-engagement, retention, cross-sell, win-back).
• Execute multi-channel campaigns (Email, Push, SMS, WhatsApp, In-App).
• Define logic, triggers, control groups, and personalization.
• Own campaign setup, QA, scheduling, deployment, and documentation.
• Translate business requirements into automated CRM journeys.

Customer Segmentation & Insights

• Develop advanced segmentation by behavior, lifecycle, value, and engagement.
• Run cohort, funnel, and lifecycle analyses to identify growth opportunities.
• Measure incremental impact via A/B testing, holdouts, and uplift analysis.
• Deliver insights to continuously refine CRM strategy and automation.

Dashboarding & Reporting

• Design and maintain Tableau dashboards for CRM, marketing, and business teams.
• Report on campaign/journey performance, lifecycle metrics, and brand/channel sales.
• Build self-service tools (list extraction, campaign readiness).
• Ensure data accuracy, consistency, and scalability.

CRM Analytics, Integration & Data Engineering

• Integrate CRM and marketing platforms with web, app, and offline data.
• Build and maintain ETL pipelines to data warehouses.
• Model data for attribution, optimization, and analytics.
• Analyze channel mix, frequency, and messaging performance.
• Use SQL, BigQuery, Python, and Databricks for advanced analysis and automation.

Collaboration & CRM Operations

• Partner with tech, data engineering, and product teams.
• Support CRM re-platforming and onboarding of new tools.
• Establish best practices for CRM operations and analytics.
• Propose new dashboards, automation use cases, and cost-efficient solutions.
• Continuously upskill in CRM automation, BigQuery, and Tableau.

Skills

What you will need:

• Fluency in both Mandarin and Cantonese is a MUST.
• Proven hands-on experience executing CRM campaigns across Email, WhatsApp, and Push Notifications, not just analysis or strategy.
• Strong analytical mindset with the ability to build clear, presentable reports and dashboards for business stakeholders.
• Strong CRM strategy and customer lifecycle management experience.
• Hands-on expertise in SQL/BigQuery; experience with Tableau; Python/Databricks a plus.
• Proven experience building CRM automation journeys and multi-channel campaigns.
• Solid understanding of ETL, data modeling, and campaign analytics.
• Ability to bridge analytics and execution with strong stakeholder collaboration skills.