Senior Associate/Assistant Manager, Business Strategy Analyst

About the Role

The Landside Concessions Division at Changi Airport oversees the growth and optimization of the landside retail and food & beverage sectors. Given the dynamic environment and transforming consumer trends, the role demands continual refinement in measurement of performance, budget management, and marketing impact assessment.

Key Responsibilities

• Define and maintain primary performance indicators for sales, revenue, foot traffic, and marketing across the landside business, with routine reporting of these metrics.
• Automate the processes involved in data gathering and cleansing, and develop business dashboards to improve reporting efficiency and enhance visibility for better monitoring of core indicators.
• Collaborate closely with the Enterprise Data Science & Management team to integrate landside data into enterprise-wide systems and utilize advanced capabilities such as AI and machine learning for data products and models that stimulate positive business results.
• Partner with the Finance team to support monthly financial reporting and yearly budgeting processes.
• Conduct thorough desktop research on broader market and local trends including REITs performance and developments, identifying opportunities for growth and assisting in setting business targets and mid-to-long term plans related to sales, revenue, and costs.
• Lead ad-hoc projects focused on innovation and undertake additional responsibilities as assigned.
• Analyze sales and digital analytics data end-to-end using BI tools and data analytics to generate actionable recommendations, plan and execute marketing campaigns and experiments, and work with stakeholders to design promotional initiatives and digital tests aimed at boosting conversion and overall business performance.
• Leverage insights on customer segmentation and lifecycle stages to build campaigns that aim at acquiring new customers, increasing their lifetime value, and reducing churn.
• Perform comprehensive post-campaign evaluations to measure effectiveness, reporting key findings and advising management and partners on improving campaign outcomes and value realization.
• Work with data science teams interpreting analytical models to develop digital marketing experiments.
• Stay abreast of emerging digital marketing trends, assess new technological tools, and ensure the business remains cutting-edge in its marketing approaches.

Candidate Profile and Skills

• Possess a degree preferably in Business, Analytics, Computer Science, Mathematics, Statistics, or a similar analytical field.
• Have a minimum of 2 to 3 years of experience in data analytics or business intelligence roles.
• Experience in retail leasing or asset management sectors is advantageous.
• Exhibit a strong commercial mindset with the skill to analyze diverse datasets for meaningful business insights.
• Be highly skilled in data visualization and experienced with dashboard tools such as Tableau and PowerBI, with excellent storytelling capabilities.
• Possess knowledge in data modeling, database technologies, campaign measurement, predictive modeling, segmentation, hypothesis testing, cross-selling, upselling analytics, forecasting, and A/B testing.
• Demonstrate advanced proficiency in Microsoft Office (Excel, PowerPoint), and Business Intelligence tools including Google/Adobe Analytics, MicroStrategy, and Tableau.
• Familiarity with AI-driven analytical tools (e.g., generative AI platforms, copilot functionalities) to enhance analysis and productivity is a plus.
• Knowledge of data engineering practices like SQL and ETL processes, programming languages such as Python and R, and automation tools like UIPath and Power Automate is beneficial.
• Bonus skills include understanding digital business transformation, Braze campaign management software, and HTML.
• A self-motivated, collaborative team player who can work independently and handle multiple tasks in a fast-paced environment.
• Strong written and verbal communication skills, with an eagerness to seek innovative solutions and adapt to challenges.