Title:  Senior Associate/Assistant Manager, Business Strategy Analyst

The Landside Concessions Division at Changi Airport is responsible for driving and optimizing the performance of our landside retail and F&B business. In a fast-moving, data-rich environment, evolving consumer behaviours require us to continually refine how we measure success, plan budgets and assess marketing impact.

We are seeking a Business Analyst to support sales and revenue reporting, divisional budget coordination, and marketing campaign analysis, while also contributing to AI-enabled reporting and analytics initiatives. Working closely with business, finance and analytics partners, you will help turn complex data into clear insights that guide decision-making and unlock growth opportunities. This role is ideal for someone who enjoys structured analysis, thoughtful marketing experimentation and improving how data is used to drive commercial outcomes at scale.

You will be required to fulfil the following duties and responsibilities:

Business Analytics

•    Establish key performance metrics for the Landside business across various domains such as sales and revenue, footfall and marketing, and assist in the regular reporting of these metrics.

•    Automation of data compilation and cleaning process as well as building business dashboards to automate reporting across functions, improve efficiency, enhance visibility to enable more robust tracking of these key metrics.

•    Work closely with the Enterprise Data Science & Management (EDSM) team to ensure Landside data is plugged in to the enterprise systems, and to leverage on enterprise capabilities (e.g. machine learning & AI capabilities), data products and models (e.g. predictive models, customer segmentation models, etc) to drive positive business outcomes. 

•    Work closely with the CAG Finance team on monthly finance reporting and annual budgeting efforts.  

•    Conduct regular desktop research on macro and local trends including REITs performances and latest development to identify growth opportunities and assist in the development of business targets (including sales/revenue/costs projections) to support our mid to long-term business plan.

•    Manage ad-hoc key projects and/or business initiatives for innovation and undertake other duties and responsibilities as assigned.  

Marketing Experimentations

•    Conduct end-to-end analysis of sales and web analytics data using Business Intelligence tools, data analytics, etc, to generate actionable insights, strategize, develop and operationalize marketing campaigns and experiments, and collaborate with stakeholders to design promotions and digital experiments to optimize conversion and business performance.  

•    Understand customer segmentation and lifecycle to develop campaigns to acquire customers, improve customer lifetime value and prevent customer churn.
 
•    Perform in-depth post campaign analysis on the effectiveness of campaign and experiments and to present insights and key findings to management and internal/external stakeholders on how to improve value capture and campaign performance.

•    Work with the EDSM team to interpret the output of the analytical/predictive models to develop digital marketing experimentation plan. 

•    Identify new trends in digital marketing, evaluate new technologies and ensure the business is at the forefront of industry developments.  

Experience and Skillsets Requirements

•    Degree in Business, Analytics, Computer Science, Mathematics, Statistics or other quantitative discipline preferred
•    At least 2 - 3 years of experience in a data analytics / business intelligence role 
•    Prior experience in related industries such as retail leasing & asset management a plus  
•    Strong business mindset with the ability to work with varied data sets to draw actionable business insights 
•    Highly proficient in data visualization and the use of dashboarding & BI tools (e.g. Tableau, PowerBI, etc) with strong presentation and storytelling skills
•    Knowledge of data modelling and database technologies
•    Proficiency in campaign measurement, predictive modelling, segmentation, hypothesis testing, cross sell and up sell analytics, forecasting, A/B testing, etc.
•    Must be technically advanced in MS Office (Excel and PowerPoint), Business Intelligence tools (e.g. Google/ Adobe Analytics, MicroStrategy, Tableau).
•    Experience with AI-enabled analytics tools (e.g. Generative AI platforms, Copilot tools) to support data analysis, reporting and enhancing productivity would be an advantage.
•    Familiarity with data engineering methodologies including SQL, ETL; programming languages such as Python & R; and process automation using RPA tools such as UIPath & Power Automate, knowledge in business digital transformation, Braze (Campaign Management) and HTML would be an advantage.
•    A good team player that is resourceful and able to work independently
•    Ability to multi-task and thrive in a dynamic and fast paced environment 
•    Motivated and driven, with a curiosity and openness to constantly look for new solutions and ways of working to tackle new challenges 
•    Excellent written and verbal communication skills.