Data Analytics Leader (CRM)

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Job description

Lead and manage the CRM data team, primarily responsible for collecting, processing, and analyzing multi-channel customer data to generate valuable insights, supporting the development and optimization of CRM strategies, personalized marketing campaigns, and enhancing customer experience.

This role directly contributes to revenue growth, cost optimization, and strengthening customer loyalty within Vietnam's dynamic dairy industry through the application of data and predictive analytics.

KEY RESPONSIBILITIES

1. Data Strategy & CRM

• Provide data-driven insights to support annual CRM budget planning aligned with brand strategy and customer growth objectives.

• Propose and oversee the implementation of AI-driven personalization strategies and Omni-channel purchasing behavior.

• Lead in-depth CRM data mining to generate strategic insights supporting marketing & sales campaigns.

• Define and propose customer data collection and governance objectives aligned with the brand.

• Lead the evaluation of Return on Investment (ROI) and optimize CRM campaign costs (SMS, email, automation, etc.).

• Establish and maintain a Customer Lifetime Value (CLV) measurement system to prioritize budget allocation and optimize investment.

• Lead the evaluation of Return on Investment (ROI) and optimize CRM campaign costs (SMS, email, automation, etc.).

• Shape and implement customer data strategies based on real-time Customer Data Platform (CDP) foundations.

• Lead data analysis to develop and optimize loyalty program strategies for specific customer segments. Ensure that the approach is collective and comprehensive, considering people, processes, culture and systems.

2. System Management & Data Integration

• Establish and oversee the standardization of CRM data input, processing, cleaning, and management procedures on a regular basis, ensuring data quality and integrity.

• Define and standardize customer data metrics for the entire system.

3. Data Analysis & Insight

• Lead the development and implementation of customer churn prediction models.

• Oversee the periodic collection, processing, and cleaning of customer data, ensuring the highest data quality.

• Lead in-depth analysis of CRM campaign effectiveness and Omni-channel customer journeys.

• Oversee the execution of reports measuring CRM campaign effectiveness and Omni-channel customer journeys.

• Lead the building and maintenance of a centralized CRM data source optimized for analysis, reporting, and operations.

• Create and lead the dissemination of monthly dashboard reporting used to measure program performance.

• Lead all ad hoc analysis requested by senior leadership and brand management stakeholders.