Purpose
The Data Insights Analyst is involved in the analysis, implementation and performance management of the market or region for optimisation of Corporate, Agency and Digital Sales programmes.
In this role, you will support the Business Insights & Analytics team's. The Data & Insight Analyst is responsible for the analysis, implementation and performance management of the region. The role is also responsible for optimisation of Corporate, Agency and Digital sales programs.
In this role, you will support the end-to-end regional commercial strategy planning process, starting from goal setting, initiatives formulation to implementation and tracking, with the aim to drive revenue across different customer segments and distribution channels. You will use data analytical tools (both internal and external) to perform analysis and provide commercial teams (i.e. Regional Marketing, Digital, Sales teams) with actionable insights that helps to identify revenue opportunities. You will also be responsible for measuring the success of all sales or go-to-market activities, as well as sharing all learnings with respective stakeholders for future improvements
Key Responsibilities
Business Planning
- Consolidate local market intelligence or any sales opportunities (e.g. MICE, special group movements) and share/discuss with Head Office with proposed plan to win deals with high success rates and incremental revenue
- Support local sales teams in tracking incentives performance, business development or up-/cross-selling activities so that CX remains as the preferred choice for the trade partners and for our customers
- Observe market activities and brainstorm with local stakeholders to design customised products for targeted customer segments, and collaborate with Head Office for new product launches
Analytics Champion
- Act as the analytics champion for the region - i.e. well-versed with all in-house and external data analytical tools (i.e. DDS, QlikSense, PRISM)
- Analyse data, develop reports, draw inferences and provide actionable insights to Regional Sales Teams, including new trends/customer purchase behaviours, new sales opportunities and areas of improvements
- Conduct performance tracking of all campaigns/ initiatives with clear and defined metrics identify learning points and continue to improve to achieve targets
- Drive adoption of all analytical tools and cultivate data-driven culture within the Regional and Local teams
- Conduct ad-hoc commercial studies and support Head Office-driven analytics projects when required
Pricing and Fares Management
- Provide local-specific insights in the formulation of pricing strategies with HO RMO
- Monitor the effectiveness of the pricing strategies and initiate change discussions when needed
- Responsible for year-round proactive campaign planning process - i.e. developing campaign proposals, benchmarking, market insights and campaign tracking
- Review and analyse local market Corporate discount parameters, Global Specialty products (i.e. students/MICE/Seamen/Cruise)
- Manage communications with local sales teams on fare changes, fare conditions revision, new products/campaigns launches and/or any government fares filing (if required)
- Assist with checking new live fares on GDS to ensure 100% accuracy and troubleshooting of any fare auto-pricing errors
- Manage ad-hoc fare proposal and requests
E&A responsibility
- Emergency and Accident and Crisis Response responsibilities as required
General
- Any other reasonable task as requested
Key Requirements
- University Degree (preferably in related disciplines) with minimum 2+ years experience in data analysis in a regional team set up
- Strong numerical and statistical analytical skills are essential
- Able to present analysis clearly with findings and actionable insights
- Demonstrated positive and innovative learning attitude, problem-solving skills and stakeholder management
- Knowledge of airline/travel management systems including DDS, MIDT and PRISM is an advantage
- Practical experience with any analytical tools (e.g. QlikSense, Tableau, PowerBI) is an advantage
- Travel/Airline industry experience preferred
- Expert knowledge of MS Suite of tools
