Analyst (Database Marketing)

Job Summary

Database Marketing team is the unique team that successfully bridge marketing operation, customer data, advanced analytics, and information technologies to support dynamic marketing campaigns, generate customer behavioral insights and provide on flight decision-making recommendations. Together with the impactful strategy proposal and the end-to-end execution, the team optimize the marketing campaign efficiency and the associated revenue return by close collaboration with different business units of the entire Integrated Resort (IR).

Job Responsibilities

The teams' main responsibilities cover the following:

• Navigate and summarize various databases to uncover the key patron behavior and market trend to fulfill dynamic marketing campaign objective and to propose the action plan.
• Build the personalized campaign target list based on different strategy proposal and action plan for the best possible estimated response rate and revenue return.
• Manage campaign and its communication process from end to end with strong commitment that the entire execution fulfills the compliance requirement.
• Track campaign response with timely report to establish the common understanding and feedback between various operation department on progress.
• Conduct In-Depth post campaign performance analysis to consolidate success factors and to give recommendations on how to optimize the marketing efforts in future.
• Build and maintain dashboard to showcase the key marketing initiatives trend, achievements and insights that supplement the operation and analytics objective.
• Responsible for the development and maintenance of key Database System and process flow automation with tools such as SAS/SQL/Python.
• Perform advanced analytics with machine learning tools to deep dive patron behavior and build statistical model for patron segmentation, predictive analysis, etc.
• Work with cross departmental business units to provide data support to drive effective CRM engagement for the entire IR operation.

As the Analyst of Database Marketing, the role's functions are:

• Implementation of relational database query info to identify qualified (profitable) customers to target the promotions that fulfilling the set campaign objective.
• Execute the campaign management flow with communication scheduled to best fit the business and patron interest.
• Prepare campaign progress reports, identify key highlights, and make recommendations and conclusions to co-working business stake holders.
• Analyze, maintain, improve the membership databases and make presentations to management for highlighting key trends and action recommendations.
• Perform ad-hoc analyses on loyalty program members, including but not limited to: based on statistical results to help forecasting and determining effects of on-going promotions, set reminder communications to boost response rate, refine patron invite justification, as well as give personalized event and promotion recommendation.
• Build Tableau dashboard to timely update and visualize the critical findings from the routine and adhoc campaign and patron analytics.
• Create and develop more automated workflows to support both own department and property wide users to increase operational efficiency and streamline manual processes.

Job Requirements

Education & Certification

• Degree in Marketing, Statistics, Information Technology, Computer Science, Business or other related fields

Experience

• 2 - 4 years of database marketing and/or analytical experience in the hospitality and/or gaming industry preferred
• Hands-on practice experience in SAS Data Transformation and Analytics, Relational Database SQL Query and Excel Pivot Table is essential.

Other Prerequisites

• Extensive knowledge of customer relationship management, campaign management, patron profiling and behavior analysis.
• Working knowledge of SMS Online Broadcasting, Dashboard Tools (e.g. Tableau) and Advanced Analytical experience preferred.

Marina Bay Sands is committed to building a diverse, equitable and inclusive workforce, providing equal opportunities as we grow our talent base to match our growth ambitions in Singapore. Our employees are committed to adhere to and abide by all rules, regulations, policies and procedures, including the rules of conduct and business ethics of the Company.