Digital Analytics Lead

You will be responsible for 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). You will collaborate closely with stakeholders from Consumer Business Group to derive data-based strategies to optimize user experience, marketing campaigns, and overall business outcomes.

You will be responsible for leading the Centre of Expertise internally of Digital Analytics, ensuring communications & training on the tools & platforms to maximise usage internally. Managing a small team, you will ensure proper tagging of all digital assets, as well as implementation of reports / dashboards and frameworks to enable data-driven analysis and test-and-learn practice.

• Lead Digital Analytics practice and Centre of Expertise within Digital department; defining how to support all digital data & analytics needs for the team, reporting framework and best tools & technologies to support business strategy.


• Develop and implement data-driven strategies to improve key performance indicators (KPIs) 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 ecommerce funnel conversion rate and identify opportunities for growth.


• Design, publish and maintain analytical reports & framework for performance monitoring; to ensure digital metrics linked to business goals are available to cross-functional teams, ensuring the standardization of reporting across the organisation.


• Build dashboards to report on the end-to-end user flow across various touchpoints, both online and offline, combining data across various data platforms to provide stakeholders with a 360 view of the customer journey.


• Identifying key touchpoints in the customer journey and working 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 specification across digital touchpoints including website, online store, mobile app, rewards portal and other integrated platforms.


• Collaborate with various system integrators, web developers and app developers to ensure the analytics tracking is implemented and tested before deployment.


• Working together with the digital marketing team to develop the 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.

• 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, AB 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 optimization


• Able to meet aggressive deadlines with minimum supervision


• Efficiency in stakeholder management


• Experience supervising direct reports, managing their workload and deliveries