Senior Business Data Analytics Specialist (CVM)

Job Summary:

As a Senior Business Data Analytics (Commercial Intelligence & Customer Value Analytics), you will drive customer growth, retention, and profitability through data-driven insights, customer value management strategies, and targeted engagement initiatives. Working closely with commercial, marketing, and analytics teams, you will leverage customer intelligence, segmentation, and predictive analytics to optimize customer lifecycle performance, enhance customer value, and support sustainable business growth.

Key Responsibilities:

CVM Strategy & Planning

• Develop the end-to-end CVM strategy for all customer segments (e.g., high-value, new, at-risk/churn), aligning with overall business objectives for revenue and subscriber growth
• Define the customer lifecycle journey and identify key intervention points for targeted campaigns (onboarding, upselling, cross-selling, retention, win-back)
• Own and manage the CVM budget and deliver against CVM-specific KPIs (e.g., CLTV, Churn Rate, ARPU)

Campaign & Retention Management

• Design, execute, and monitor BTL (Below-The-Line) marketing campaigns across multiple channels, including SMS, email, in-app notifications, and push notifications
• Develop and manage the churn management process (proactive retention offers, save desks, win-back campaigns)
• Create and implement upsell and cross-sell initiatives to drive feature adaptation, product migration, and increased spending (e.g., data top-ups, premium service upgrades)

Data Analysis & Segmentation

• Collaborate closely with Data Analytics and Business Intelligence teams to perform deep-dive analysis on customer behavior, purchase patterns, and product usage
• Develop and refine customer segmentation models (e.g., using Recency, Frequency, Monetary Value - RFM) to ensure campaigns are highly personalized and relevant
• Utilize predictive models (e.g., Churn Propensity) to proactively identify and target customers most likely to leave

Qualifications:

• Bachelor's degree in Data Analytics, Computer Science, Information Systems, Statistics, Business Analytics, or related fields
• 5-8+ years of experience in Customer Value Management (CVM), Business Intelligence, Data Analytics, Commercial Analytics, CRM, or related fields
• Experience in Banking & Finance, Retail, FMCG, E-commerce, FinTech, or SaaS/Technology
• Proven experience in developing and executing customer retention, lifecycle, upsell, cross-sell, and targeted marketing campaigns that drive business growth
• Strong analytical skills with the ability to translate complex data into actionable business insights; experience with SQL, Python, or other analytical tools is highly preferred
• Strong understanding of key commercial and customer metrics, including Customer Lifetime Valu (CLTV), Average Revenue per User (ARPU), Churn Rate, Customer Retention, Customer Acquisition Cost (CAC), and profitability drivers
• Hands-on experience with CRM and campaign management platforms such as Salesforce Marketing Cloud, Adobe Campaign, Unica, or similar solutions
• Experience developing customer segmentation frameworks, predictive models, propensity analysis, and customer lifecycle strategies
• Familiarity with BI and visualization tools such as Power BI, Tableau, Qlik, Looker, or similar platforms
• Excellent communication, execution, presentation, and stakeholder management skills
• Fluent in Thai and English, both written and spoken

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Why TrueBusiness

Join a future-focused team at the heart of Thailand's digital transformation.

At TrueBusiness, we empower organizations of all sizes to thrive in a connected and intelligent world through connectivity, cloud, cybersecurity, AI, data, and digital solutions. As businesses accelerate into the AI era, TrueBusiness is evolving beyond telecommunications to become a trusted technology and business transformation partner for organizations across Thailand.