Responsibilities
Purpose
Responsible for leading the company's data and analytics strategy to drive audience growth, content performance, advertising effectiveness, and business decision-making.
The role helps transform data into actionable insights that shapes strategy, product development, advertising solutions, and revenue growth. Also acts as the strategic advisor to the organization in Data Science, Analytics and Consumer Research.
Scope
- Head the Consumer Insights & Analytics and Media Research Consultants teams
- Lead audience measurement, consumer research and data science disciplines in Mediacorp, leveraging cross-platform audience data to drive deeper behavioural intelligence and outcomes
- Responsible for profitable and successful operations of MRC - a full-service consumer research consultancy offering a range of solutions to clients, from advanced analytics to qualitative exploration
- Build and lead a high-performing analytics function, embedding data-driven decision making across the organisation
Key Responsibilities
- Data & Analytics Strategy
- Develop and execute the company's enterprise-wide data and analytics strategy. Project like Total Impact Audience Measurement, Total Social Engagement Measurement, Cross Media Campaign Planning Platform, Post-Campaign Measurement Framework
- Position analytics as a core capability supporting editorial, marketing, product, and commercial teams
- Establish frameworks for data governance, measurement standards, and performance tracking
- Deploy modern analytics and machine learning to create business value
- Establish internal organisational standards and benchmarks
- Audience & Content Analytics/Advanced Analytics
- Analyse audience behaviour across platforms (digital, social, video, OTT, Audio)
- Provide insights to optimise content performance, engagement, and audience growth
- Partner with business teams to identify trends, content opportunities, emerging audience segments, new product enhancement and monetisation opportunities
- Lead the development of integrated 360 view of our audiences across mainstream and digital platforms to deliver robust insights for commercial purposes
- Establish digital analytics strategy and lead the development of new analytical frameworks to improve insights speed-to-market such as identifying and tracking key performance metrics across all brands and channels (web, mobile, social)
- Lead the design and implementation of quantitative analytical frameworks, including predictive models, customer segmentation and marketing mix optimization to improve business performance
- Data Science
- Lead the development of predictive models, audience segmentation, and recommendation systems
- Lead the application of machine learning/AI and deep learning techniques to translate large amounts of data into meaningful, actionable insights for commercial purposes. Deploy new LLMs to improve overall business productivity
- Oversee experimentation frameworks such as A/B testing and optimisation programs
- Establish internal benchmarks and best practices in data science approaches and an internal authority on Mediacorp's data tools and data science output
- Manage ad-hoc data science strategic initiatives
- Data Infrastructure & Governance/Data Engineering
- Lead the Data Engineering team in their effort to maintain and enhance the data infrastructure and proprietary analytical solutions
- Work with technology teams to build scalable data platforms, dashboards, and reporting systems
- Ensure strong data governance, quality, privacy, and compliance standards
- Drive adoption of self-service analytics tools across the organisation
- Data Products
- Lead the development of social media reach/engagement tracking methodology for the organisation
- Lead the team in the development and/or evolution of products such as the omni-channel platform and AI insights platform which include product roadmap/feature evolution, backlog grooming, data accuracy monitoring and improvement and product showcase
- Leadership
- Proactive Analytics participation and engagement with different BUs to achieve corporate goals
- Build and lead a multidisciplinary analytics team (data scientists, analysts, engineers)
- Promote a data-driven culture by equipping business leaders with actionable insights
- Foster a performance-driven culture and lead analytics team, ensuring team members are continuously challenged and supported for career growth and performance
Qualifications
- Degree in a quantitative discipline such as Analytics, Statistics, Mathematics, Economics, Computer Science, Engineering, or a related field.
- 15+ years of experience in data analytics, data science, or business intelligence.
- Experience in media, digital platforms, advertising, or content businesses (web, video, mobile or adtech domain) preferred
- Proven leadership experience building and scaling analytics teams
- Strategic thinking and commercial acumen
- Ability to translate complex data into clear business insights
- Advanced analytics and data science expertise
- Strong understanding of audience measurement, digital analytics, and advertising metrics.
- Advanced analytics techniques, machine learning, and data platforms.
- Data governance and data platform development
- Strong project management skills.
