Head, Digital Analytics & Tag Management

Job Description

The Role Responsibilities

• We are looking for dynamic and strong professional to Head Digital analytics for CPBB. Person should have extensive experience in the strategic design, build, implementation and adoption of best in class digital analytics platforms and capability in an enterprise environment. Individual will interact with executive management, business operations, business product management, and multiple technical teams to deliver end-to-end solutions. The role will include large scale transformation including overseeing management of existing digital analytics platform and transition to new platform for both consumer and private bank across all markets.
• This would typically involve implementation & augmentation of products & capabilities like Adobe Analytics, Google analytics, AppsFlyer, Adobe Launch, etc. This role is both build and run of Digital Analytics & tag management tools and will also require individual to guide the Digital analytics Squads to define and deliver business value from program. The role holder will also collaborate with data science teams to build credible marketing analytics insights.
• This is a people manager role and the person will manage inhouse team of digital analytics and tag management experts with responsibility to build top performing team.

Strategic Management

• Guide and shape the Digital analytics program comprising building & running Web & Mobile analytics, Mobile attribution, Customer journey analytics, Core measurement and reporting capability using best in class technologies, processes and frameworks
• Value realisation from Digital Analytics through collaboration with Data science teams to enable contextual insights and decisioning for MarTech execution teams
• Act as the primary point of contact for all Digital analytics initiatives, lead workshops, gather requirements and design solutions
• Stay abreast of MarTech landscape & engage ecosystem players/vendors to ensure Bank continues to have best in class Digital analytics capabilities. Propose and conduct pilots as needed
• Engage Group/Regional/Country teams to generate program sponsorship and continuous funding support

Subject Matter expertise

• Hands on experience in Digital analytics tools like Adobe analytics, Google Analytics, Appsflyer is required with focus on following
  1. Web & Mobile analytics: To drive better understanding of customer journey, conversion and optimisation opportunities to improve revenue
  2. Mobile attribution: Working understanding of building and establishing a strong mobile measurement practice to drive digital marketing effectiveness
  3. Measurement & Reporting: Manage proper measurement, reporting, analysis and optimisation of online journey s and campaigns. Support build out of performance reporting dashboards. Experience building external dashboards using Tableau is an added advantage.
  4. Analytics & Insights: Spearhead new analytics processes and modelling to drive insights. Collaborate with Retail analytics teams to build predictive models that drive optimisation of Digital & Omni channel journey s
  5. MarTech ecosystem: Able to guide and deliver integration of Digital analytics capability with other MarTech tools like Salesforce Marketing cloud, Adobe Audience Manager, Real time interaction management tool, etc to build end to end customer focussed MarTech stack
• Stay abreast of new developments in MarTech space like customer journey analytics tools as well as specifically in Digital analytics space i.e. Adobe releases and functionality, making suggestions to improve existing processes and implement new solutions
• Provide BAU administration and support to the user-base

Execution & Project Management

• Able to work in Enterprise agile environment and guide the Digital analytics Squad to define and deliver business value from Digital analytics & tag management program
• Work with cross functional Group, regional and country teams to identify optimisation use cases to be implemented using MarTech platforms. Execute those use cases with help of Digital Analytics Agile Squad
• Squad will be responsible for business requirements, functional design, configuration, testing, training and implementation of Digital analytics and Mobile attribution tools using tag management platform
• Ensuring deliverables are of the desired quality and have appropriate endorsements/ sign-offs
• Creating and maintaining a prioritised Product Backlog, ensuring it is visible, transparent and clear
• Representing the stakeholders, and has the mandate to prioritise scope(functions/features) on behalf of the business
• Clearly communicating priorities, objectives/goals, mission and acceptance criteria to the Agile Delivery Team
• Act as a SME organising and attending agile ceremonies and providing support where required to ITO teams and Business teams
• Prepare BRD and User stories and get them signed-off with country stakeholders. Walkthrough of user stories with implementation teams and agree on implementation timelines.
• Work with Vendor, Professional services consultant and cross functional teams in SC (such as Group Digital, Segments, Country Digital, Distribution, Group ITO) to design, implement MA capability
• Validate deliveries through success metrics, after deployment to ensure they meet all operational and business requirements and drive maintenance and problem resolution, as required
• The PO may ask the PgPMO or Scrum Master to update the Clarity data on their behalf.
• Preparing the Agile Execution Document, including the Initial Release Plan and other associated mandatory milestones and tracking and reporting delivery against the Initial Release Plan
• Ensuring that all submissions to committees (status reports, AED, Red packs, Closure Reports etc.) are of the right quality and are timely.
• Communicating progress outside the core Agile Delivery Team including reporting RAG status to PgSC
• When requested, presenting the Agile Delivery Closure report to the PgSC or PRC before the Project is closed.

Regulatory & Business Conduct:

• Display exemplary conduct and live by the Group s Values and Code of Conduct
• Takes personal responsibility for embedding the highest standards of ethics, including regulatory and business conduct across Standard Chartered Bank. This includes understanding and ensuring compliance with, in letter and spirit, all applicable laws, regulations, guidelines and Group Code of Conduct.
• Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters.

Stakeholders:

• Head of Group Digital Commerce
• ITO: Build & Engineering Team
• Group SC Design Team
• Regional Digital Banking Organization
• Group Digital Banking Management Team
• Group Digital Commerce Team
• Group and country Retail analytics team
• Regional Digital Banking Heads
• Country Digital Banking Teams
• L&C, OR, FCC, GIS, SCM

Our Ideal CandidateHe/she should have:

• Experience handling and managing Digital Analytics tools like Adobe analytics, Google analytics, AppsFlyer (or similar Mobile attribution tool), etc and Tag management tools like Adobe Launch
• Bachelors / Master s degree holder. Overall experience of 8-10 years with at-least 3-5 years of experience in core and relevant field of setting up or working in high performance Digital analytics environment is a must
• Proficiency in statistical and database concepts. Experience with visualisation tools like Tableau
• Experience in technologies like R, Python, SQL is an added advantage
• Good knowledge of Confluence and JIRA to conduct above activities in enterprise agile environment
• Strong presentation and communication skills to deal with a broad set of stakeholders, ability to tell a story through data, identify opportunities and drive action plans
• Highly effective in a large virtual cross functional team aligning to/and multiple business and IT partners across different markets

Other skills required:

• Understanding of Digital marketing ecosystem like Display, Search, Social
• Prior experience setting up Digital Analytics practice is preferred but not mandatory

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Keyskills :
large scale transformationuse casesscrum masterdata scienceuser storiesmusic makingprivate bankadobe analyticsgoogle analyticsretail analyticsmobile analyticsstrategic design