Vp of Marketing Intelligence

7 days ago

Singapore Crypto.com Full time

We are seeking a Head of Marketing Intelligence to lead our marketing measurement and analytics strategy. This role is designed for a proven operator who combines deep analytics and data science expertise with hands-on experience working closely with marketing teams to drive performance. You will be responsible for building scalable attribution frameworks, advancing predictive and probabilistic models, and deploying AI-driven and automated solutions (including Generative AI) that unearth actionable insights to drive customer growth. This is a senior leadership role with high visibility and direct impact on company growth.

**Responsibilities**:
**Leadership & Strategy**
- Define and own the marketing intelligence roadmap.
- Build and lead a high-performing team of analysts, engineers, and data scientists.
- Partner with Growth, Data, Finance and Product Marketing leadership to enable data-driven decisions.

**Measurement & Modelling**
- Lead the design and deployment of multi-touch attribution (MTA) and probabilistic attribution approaches.
- Champion marketing mix modelling (MMM) to measure cross-channel ROI and incrementality.
- Advance predictive analytics for LTV, churn, and customer journey optimisation, leveraging AI-powered models for greater accuracy.

**AI, GenAI & Automation**
- Deploy AI and machine learning models for anomaly detection, predictive spend optimization, and customer segmentation.

Introduce Generative AI (GenAI) solutions for:

- Automated campaign insights (“explain spend efficiency by channel in natural language”).
- Dynamic customer journey clustering to identify emerging cohorts.
- Generating personalized marketing narratives and creative testing at scale.
- Build a culture of automation where insights flow seamlessly into marketing strategy and execution.

**Data Infrastructure & Governance**
- Oversee marketing data pipelines and modelling powered by AppsFlyer, Databricks, Google Marketing Platform, and Google BigQuery.
- Ensure strong data governance, quality, and compliance with GDPR, CCPA, ATT, and other privacy regulations.

**Reporting & Insights**
- Develop and maintain high-impact dashboards in Tableau.
- Deliver regular insights that guide marketing investment and strategy, supported by automated reporting and GenAI-driven summaries for executives.
- Act as the bridge between advanced AI/ML outputs and marketing strategy, ensuring models directly influence spend and creativity.

**Requirements**:

- Proven operational track record in analytics and data science, with extensive experience in marketing measurement.
- Generative AI solutions for insights automation and customer growth strategies. AppsFlyer, Databricks, Google Marketing Platform, AWS & Google BigQuerySQL and Tableau
- Strong background in data governance, compliance, and privacy frameworks.
- Excellent communicator able to simplify complex analytics and AI-driven insights into clear business recommendations.
- Experience in fast-growth industries such as mobile apps, gaming, fintech, or subscription models preferred.

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