JOB SUMMARY:
The Customer Strategy & Analytics Manager plays a crucial role in transforming customer insights into actionable strategies that enhance engagement, strengthen commercial outcomes, and build customer lifetime value across key segmentsgeneral consumers, VIPs, and HNWIs.
This role partners closely with data, marketing, loyalty, digital, and commercial teams to ensure insights are activated effectively and aligned with ONESIAM's strategic direction. The Manager supports customer journey design, segmentation development, and strategic analysis to reinforce ONESIAM's position as the preferred destination in customers lives.
DUTIES AND RESPONSIBILITIES:
Customer Strategy & Segmentation
- Translate customer insights and behavioral analytics into practical segmentation models and lifecycle strategies.
- Develop tailored engagement strategies for priority segmentsenhancing visit frequency, spending, and brand advocacy.
- Co-create value propositions and experience concepts with marketing, loyalty, and product teams based on customer needs and commercial objectives.
Customer Journey Mapping
- Support the development of end-to-end customer journeys across digital and physical touchpoints.
- Identify friction points and improvement opportunities to elevate emotional engagement and experience consistency.
- Collaborate with CRM, digital, experience, and retail teams to activate journeys through campaigns, offers, and service enhancements.
Strategic Analytics for Business Enablement
- Translate insights into actionable recommendations for commercial teams, including category planning, tenant strategy, and promotional planning.
- Build dashboards, KPIs, and predictive views that empower decision-making across the organization.
- Partner with product and commercial leaders to ensure strategies reflect customer opportunities and data-driven insights.
Cross-functional Collaboration & Customer Advocacy
- Promote customer-centricity by sharing insights, facilitating alignment sessions, and creating simple internal playbooks.
- Represent the customer mindset in cross-functional discussions to ensure strategy and execution stay aligned with customer needs.
- Support customer-focused innovation efforts such as loyalty enhancements, personalization, and digital experience initiatives.
QUALIFICATION:
- Master's or Bachelor's degree in Business Administration, Marketing, Data Analytics, Economics, or related fields.
- Additional certification in data strategy, customer experience (CX) for Offline Journey, or analytics is a plus.
- 6+ years in customer insight, CRM, strategy, analytics, or consulting.
- Experience in Shopping Mall, FMCG, Banking, or Telecom is highly preferred.
- Proven experience working with cross-functional teams to turn insights into commercial and marketing actions.
- Strong familiarity with segmentation frameworks, customer journeys, and commercial analytics.
Skills & Abilities
- Strong command of analytics platforms (CDP, CRM, Power BI, Tableau, GA, Adobe Analytics).
- Solid understanding of customer behavior, loyalty concepts, and experience design.
- Ability to distill complex data into clear, actionable recommendations.
- Strong communication and storytelling skills, effective in influencing non-technical audiences.
- Collaborative, agile, and comfortable working in matrix organizations.
- Curious, analytical, and driven by continuous improvement and innovation.
- Excellent written and verbal communication in Thai and English.
- Proficient in documentation and reporting tools for business communication.
