Digital Data & Analytics Lead

Responsibilities

• Strategy
• Act as the Product Owner for digital analytics; maintain a transparent backlog, OKRs, and quarterly roadmap.
• Coach analysts on best in class digital methods; uplift literacy across squads.
• Business
• Digital Funnel & Journey Optimization
• Own end to end funnel analytics (from traffic sources to conversion), including fallout, flow, and cohort analyses in Adobe Analytics; identify friction, quantify drop off, and size opportunities.
• Build and maintain KPI trees for acquisition, onboarding, activation, transact, cross sell, and retention stages, with clear leading indicators and targets by segment/channel.
• Partner with Channel Owners and UX to prioritize fixes and experiments with ROI backed business cases.
• Mobile App Analytics
• Define and govern mobile event taxonomy (screen views, feature usage, error codes, performance) and drive lifecycle analytics (activation, 7/14/30 day retention, DAU/WAU/MAU, feature adoption).
• Instrument feature launches with success criteria; measure impact and recommend iteration cadence.
• Experimentation & Personalization
• Establish a robust A/B and multivariate testing roadmap across web/app; set guardrails (sample sizing, power, minimum detectable effect) and codify experiment scorecards.
• Operationalize segment driven personalization by combining Adobe RT CDP audiences with decisioning in Pega CDH (where applicable), ensuring clear "use case allocation" between CDP vs. CDH per enterprise guidelines.
• Audience Strategy & Activation
• Define unified audience strategies (prospect and ETB), stitch identities, and design high value segments for activation in owned channels and, where applicable, paid media retargeting/suppression.
• Partner with Marketing Ops to connect Adobe RT CDP segments to activation endpoints; monitor match rates, frequency caps, recency rules, and privacy constraints.
• Attribution & Paid Media Analytics (Optional Scope)
• Integrate paid media signals into Adobe Analytics using sanctioned patterns (e.g., DCM360/GCM360 aggregated metrics + user level click tracking) to evaluate campaign ROI and onsite contribution. DCM360 Paid Data Integration into Adobe Analytics.
• Insight to Action, Dashboards & Storytelling
• Build exec ready scorecards and self serve dashboards in MicroStrategy; land "one truth" digital KPI frameworks across Business, Product, UX, and CVM.
• Run monthly Digital Performance Reviews with hypotheses, tests run, learnings, and next actions tied to revenue/ROTE outcomes.
• Data Foundations, Quality & Governance
• Define event level data quality checks, tagging standards, and release checklists; coordinate with MarTech/Engineering on Adobe Analytics/SDK instrumentation.
• Ensure compliant data usage and consent handling across CDP and analytics workflows; align with PDPA/MAS TRM and Group policies.
• Processes
• Responsible for updating, sharing and execution of end-to-end analytics process working closely with all key stakeholders.
• People and Talent
• Partner and collaborate effectively with various teams to deliver the agreed KPI's.
• Acquire new skills by adopting continuous learning to leverage best in class digital analytics tools and technologies
• Risk Management
• Achieve Strong control in documentation, process, EUC, system assess
• Ensure the Security & Data Privacy guidelines are adhered in all the deliverables
• Governance
• Awareness and understanding of the Data Governance framework, in which the Group , country & department operates, to meet the required data quality standards and expectations relevant to the role.
• Regulatory and Business Conduct
• Display exemplary conduct and live by the Group's Values and Code of Conduct.
• Take 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 the Group Code of Conduct.
• Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct and compliance matters.
• Key stakeholders
• The role requires close partnership with a number of key stakeholders across the bank including SG Wealth & Re

Additional Information

Job Summary Lead the strategy and execution of digital analytics across web and mobile to drive growth in client acquisition, onboarding, activation, cross sell, and retention. The role steers funnel optimization, journey diagnostics, experimentation, and app engagement analytics, translating insight into measurable uplifts in conversion and revenue. Core platforms include Adobe Analytics, Adobe Real Time CDP, Pega CDH/CDP, SAS, and MicroStrategy. The role partners closely with MarTech, Product, Channels, CVM, and Data teams to land insight to action in owned and paid channels. (Alignment with our SG MarTech stack and CDP/RTIM operating model per recent SG workshops.)

Your Match

How well this role fits your profile.

Company Intel

What employees say

Worked at STANDARD CHARTERED BANK (SINGAPORE) LIMITED? Share your experience