Digital Analytics Lead

Job Description Leading the analysis of all digital data to provide actionable insights that drive business decisions and improve performance across StarHub’s digital platforms (Website, Online Store / eShop, App, Chatbot). Collaborating closely with stakeholders from Consumer Business Group to derive data-based strategies to optimize user experience, marketing campaigns, and overall business outcomes. Responsibilities Lead Digital Analytics practice and Centre of Expertise within Digital department; defining support for all digital data & analytics needs. Develop and implement data-driven strategies to improve key performance indicators such as digital sales, digital customer self-service & engagement via the App and deflection of offline support channels to AI-assistant chatbot. Provide insightful analysis with actionable recommendations to business leadership team to increase the online sales share through the optimization of e‑commerce funnel conversion rate and identify opportunities for growth. Design, publish and maintain analytical reports & framework for performance monitoring; ensure digital metrics linked to business goals are available to cross‑functional teams and reporting is standardized. Build dashboards to report on the end‑to‑end user flow across various touchpoints, combining data across platforms to provide stakeholders with a 360 view of the customer journey. Identify key touchpoints in the customer journey and work with lifecycle and marketing communications teams to build audience segments for remarketing, cross‑selling, upselling, retargeting and churn reduction. Manage the selection and implementation of digital tools and strategies, including digital analytics solutions (Adobe Analytics, GA4), mobile measurement partners (MMP), A/B testing platforms, tag management systems, customer data platforms to drive business goals. Work with product owners across the organisation to translate business requirements into analytics tagging specifications across digital touchpoints including website, online store, mobile app, rewards portal and other integrated platforms. Collaborate with system integrators, web developers and app developers to ensure analytics tracking is implemented and tested before deployment. Work with the digital marketing team to develop media tagging framework and SOP to ensure all paid, owned and earned traffic to various digital platforms are accurately tracked, attributed and optimised. Manage and mentor a team of digital analysts, fostering a data‑driven culture and ensuring the team's success in delivering insights. Qualifications Degree in Business (Analytics), Communications, Marketing, or related field. More than 5–7 years of experience in digital analytics, ecommerce data reporting with business analysis preferred. Must have proficiency in Adobe Analytics. Good to have proficiency in Braze, Firebase, Appsflyer, Tableau, Google Tag Manager, A/B testing tool and other web & analytics tools. Good understanding of website & mobile app UX design, taxonomy design and database management. Independent self‑starter who works well in a fast paced, dynamic, team‑oriented environment with a strong passion for data/web marketing performance reporting and optimisation. Able to meet aggressive deadlines with minimum supervision. Efficiency in stakeholder management. Experience supervising direct reports, managing their workload and deliveries. Seniority level Mid‑Senior level Employment type Full‑time Job function Design, Art/Creative, and Information Technology Industries Telecommunications #J-18808-Ljbffr